I think The Drop is an attempt to snatch Target customers. In particular, Bezos is trying to get future soccer moms; while their shopping habits are still forming. Bezos’ plan is to create a generation of women who only shop on Amazon for everything. Tellingly, the best book about Amazon is The Everything Store: Jeff Bezos and the Age of Amazon by Brad Stone.
Disney and Target are partnering because they are facing the same aggressive, tech-savvy, and cash-rich competitor: Amazon. The hope is that Target and Disney can drive each other’s sales with synergy.