This year we did something no other retailer had done before: we created a musical—a reimagining of the Nutcracker as a spectacular, called The Toycracker. A musical that reflected the culture our guests love, with a story that both kids and parents could enjoy together. We wrote five original songs to create a lyrical narrative that touched on modern themes and scenarios families would recognize in their own lives, like our opening number “Why Oh Why Is There No Wifi”. Any retailer can cut their prices to drive sales. We created something parents would love more than deals—a musical they could enjoy with their children and then rewatch online all season long.

The Toycracker is a reimagining of the holiday ballet the Nutcracker as “a mini-musical spectacular.” We began bringing the musical to life by collaborating with Grammy-winning producer Ariel Rechtshaid (Adele) and Oscar-winning lyricist Benj Pasek (La La Land) to create five original songs. Then entertainment personality Chrissy Teigen and her husband, 10-time Grammy winning artist John Legend performed the songs as the Nutcracker and Rat King. We then underwent a painstaking, four month animation process to create a cast of over 30 CG-rendered toys. And while the music and visuals dazzle, The Toycracker’s heart is in its story—a young girl journeying through a magical toyland only to discover what she wants most for the holidays is what she had from the start, her family and friends. The film then premiered on network television for an audience of over 26 million families, rewatched millions of more times online.

In the end, our mini-musical spectacular did more than just reflect culture, it became a part of culture, sparking social conversations, and millions of repeated online viewings. The final film aired on national television for an audience of 26 million viewers and was viewed 10+ millions times online.The Toycracker created positive media buzz with national and international media outlets covering its premiere like a major entertainment event and sung its praises. The Toycracker then paved the way for long form content on mobile and online platforms like Hulu and Snapchat, being watched millions of times over a fourteen day period. And despite being a brand love moment, the Toycracker drove revenue at a crucial time of year for a retailer like Target.