In a Target far, far away

Opening with a Luke Skywalker action figure, Target’s A Galaxy of Play takes us through a generation of old toys and new.

Invoking a sense of nostalgia while also remaining culturally current, A Galaxy of Play hits the big emotional beats of all the films so far. The stop-motion animation using familiar dolls and figurines is a child’s dream; this is what we imagine when we played Jedi, when children dressed up as Rey, when we wrote our own battles into the universe of our backyard. It’s made with barely-moveable plastic figures, Funko pops, Legos, and handcrafted sets, adding to the delightful retro-appeal.

Full of dramatic lighting, scene recreations, and classic moments, the ad is a celebration of Star Wars and childhood. Directed by Conor Finnegan, A Galaxy of Play takes the little things and makes them big again.