May the Flights Be With You: Target Darts Meets (Disney) Star Wars
Well, here’s a sentence I never thought I’d write – Target Darts have teamed up with Disney to create a Star Wars-inspired range across the EMEA region. Yes, really. Apparently, we now live in a universe where Darth Vader and Luke Littler share a marketing strategy.
At first glance, it looked a bizarre marriage. Then as I began to think about it more – decided it was pure genius. I’ve watched Star Wars and darts for decades, and never once thought, “You know what would really spice this up? A Millennium Falcon dartboard.” Yet, here we are – Yoda now joins Phil Taylor and Rob Cross as a precision icon. At least the little green fella already knew a thing or two about hand-eye coordination.
Back in the day, you couldn’t imagine Eric Bristow downing a pint with Han Solo in the Mos Eisley Cantina. Though, to be fair, both settings did feature questionable fashion, strange noises, and people arguing over who shot first. Still, it’s an odd crossover – like a lightsaber made by Sheffield steelworkers.
The collaboration, described as “groundbreaking” by Target, will see their famously high-end gear fused with the storytelling might of one of the biggest entertainment franchises in history. Translation: darts that look like they could blow up a small moon.
That’s no moon…..
Target’s arsenal is already trusted by the sport’s biggest names – from current PDC World Champion and teenage sensation Luke Littler, to 16-time world conqueror Phil The Power Taylor, plus Premier League regulars Rob Cross, Nathan Aspinall, Chris Dobey, and Stephen Bunting. All very grounded blokes, now launching into hyperspace with Disney.
Over the coming months, Target will release an exclusive range of Star Wars-themed darts, dartboards, and accessories. Expect tributes to the likes of Luke Skywalker, Darth Vader, and possibly Chewbacca (though his checkout technique remains unconfirmed). It’s a bold move, merging tungsten and Tatooine.
“This partnership with Disney Consumer Products is truly a game-changer,” declared Target Group CEO James Tattersall, no doubt while suppressing a grin at the thought of Jedi-branded flights. “The Star Wars™ franchise is more than entertainment; it’s a cultural force that has inspired generations of fans – and just like darts, it brings people together through shared passion, excitement and imagination.”
Translation: darts just became space opera.
Tattersall continued, “We’re opening the door to a whole new way of experiencing darts, and we’re honoured to be part of this journey with Disney to create even more magical connections for consumers from around the world.” Magical connections indeed – nothing says enchantment like taking a checkout while a Stormtrooper cheers from your flights.
Chief Creative Officer James Butcher added, “We’ve been telling stories in and around our product for years at Target. Bringing iconic Star Wars assets into that way of thinking was a natural fit. The product we’ve created is pure Target inspired by Star Wars.”Darts and Star Wars – two things I know an awful lot about and could comfortably make this into a small book.
But I won’t – largely because my editor would email back and ask for a dramatic trim. So there you have it: a galaxy far, far away now officially has a 501 finish. Who needs the Force when you’ve got 26 grams of perfectly engineered tungsten?
Editor Note: Surely Justin Pipe is regretting no longer being at the top table?
—–ENDS—–
