Target is preparing for a surge on Disney-themed toys and merchandise.

Since 2019, Target has been outfitting a number of its roughly 1,900 locations with special sub-shops, specifically themed to Disney property merchandise such as Star Wars, Marvel, and recently-released Disney films like Raya and the Last Dragon. This pursuit has proven profitable for Target, and with the holiday shopping season around the corner, they’ve decided to lean a little further into their partnership with Disney.

Target to add more than 100 Disney shops to stores as holiday season approaches https://t.co/hwOXHnJdv6

— CNBC (@CNBC) August 23, 2021

Target announced today that they will be adding Disney shops to 160 more of their locations around the United States. In addition to making greater use out of their Disney partnership, Target is looking to compete with other major department store brands and their efforts to boost toy sales, such as Macy’s recent acquisition of the Toys “R” Us brand.

🇺🇸 Target to add 100-plus new Disney Store locations by the end of 2021, releases top toy list https://t.co/LSlnqSMNf6

— Neil Saunders (@NeilRetail) August 23, 2021

“One of the trends that I think they’re leaning into is ‘How do you create more uniqueness and differentiation for your brand’ and kind of elevate it from the typical sort of merchandising?” Steve Dennis, a retail strategy analyst, told CNBC. “What’s that extra reason to go to the store or go to the website or perhaps, buy something else on your trip?”

In addition to the Disney partnership, Target will once again be teaming up with prominent toy retailer FAO Schwarz to release a Target-exclusive 70-piece toy collection, including standbys such as Barbie and Paw Patrol.