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05/23/2018

We all scream for ice cream—including Target

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Target has developed a new line of kids’ clothing for the summer inspired by the Museum of Ice Cream, which isn’t a museum — at least, not in the traditional sense.

Target is teaming up with Museum of Ice Cream, a creator of interactive experiences centered around the frozen dessert, on the Art Class line of kids’ apparel and accessories. The collaboration comes as Museum of Ice Cream is launching its own brand of ice cream, which will be available at its own locations and exclusively at most Target stores.

In addition, Target will sponsor Museum of Ice Cream’s newest concept, The Pint Shop, located in the Meatpacking District of downtown Manhattan. Opening on June 6, the initiative re-envisions the grocery store, enabling a hyper-sensory experience. At The Pint Shop, visitors will explore life-size pint installations, browse aisles dedicated to Museum of Ice Cream's debut ice cream flavors, and have the opportunity to indulge in a reservation only, one-of-a-kind tasting experience, where participants will learn about the making of ice cream through all five senses.

“We want guests to experience a true sense of joy when they’re shopping at Target, and one way we do this is through partnerships we think they’ll love,” said Mark Tritton, executive VP and chief merchandising officer, Target. “When our team visited the first Museum of Ice Cream in New York City, they instantly knew it was something special.”

Over the past two years, Museum of Ice Cream has expanded exponentially, with limited—and sold-out—runs in New York, Los Angeles, San Francisco and Miami. (It is currently open in San Francisco.) The company launched in 2016.

"I set out to create The Pint Shop as a place where you can curate your own experience to share in real life, and among your peers. said Museum of Ice Cream founder and creative director, Maryellis Bunn. The launch of The Pint Shop is a new experience under the umbrella of MOIC, which celebrates the accessibility and democracy that ice cream brings."