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Target, ‘Mary Poppins’ team up on TV special

BY Marianne Wilson

MINNEAPOLIS — Target Corp. is bringing back a beloved family film classic just in time for the holidays — and getting in some prime time high-profile marketing in the process.

The retailer has teamed up with ABC to show “Mary Poppins.” It's the first time in more than 13 years that the movie has been shown on television. The movie will be aired on Dec. 12, from 8 p.m. to  11 p.m. EST on ABC, which is owned by Disney.  

Target will be the lone advertiser throughout the movie. It will air all of the advertising spots in the chain’s ongoing Holiday Odyssey campaign, which tells the tale of three kids, Bullseye and a large cast of kids’ favorite characters.

In addition, the broadcast will include four custom shorts featuring Dick Van Dyke, a star of the movie,  and Target’s Bullseye mascot as they explore Disney’s archives and look at various pieces of movie history. In a first for Disney, the spots are actually set inside the company’s archive warehouse.

“Each holiday season, we work with partners like ABC to create highly entertaining moments that will capture our guests’ attention during some of their favorite TV moments,” said Kristi Agyilan, senior VP, media and guest engagement for Target. “We know that during the mayhem of the holiday season, it’s also important for our guests to pause and create moments with their families. Target is not only bringing the beloved classic ‘Mary Poppins’ back to network TV, but we’re also sprinkling in some fun surprises for families to enjoy together.”

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