Target makes another major move ahead of holidays

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Target makes another major move ahead of holidays

By Louisa Hallett - 10/17/2018
Target isn't going to be outdone as competition for toys as shopper traffic escalates in the wake of Toys "R" Us liquidation and the Sears Holdings’ bankruptcy.

Target Corp. unveiled its plans for creating an unbeatable toy experience to keep up with the competition for toy shoppers this holiday season.

The company announced that it is adding nearly a quarter-million square feet of new space for toys across more than 500 stores and will complete remodels of toy departments in more than 100 stores. According to the company, guests will find great prices throughout the season, deeper inventory and more than 2,500 new and exclusive toys—nearly double compared to last year. Additionally, the company will host nearly 25,000 hours of family-friendly store events, and is introducing a new toys hub on, as well as a digitally enabled kids’ gifting catalog.

Related: Walmart: America’s best toy shop?

“For many guests, finding the perfect toy to wrap up and give their little loved ones this holiday is going to be their top priority. We want them to know that Target is here to help,” said Mark Tritton, Executive Vice President and Chief Merchandising Officer of Target. “Our team has spent months preparing for this season, selecting the assortment, deepening our inventory to offer more of the hottest items and reimagining the experience we have for toys in our stores and online. We’re excited to welcome more shoppers to Target this season and help them create memorable moments for years to come.”

By Nov. 2, Target will complete the expansion of nearly a quarter-million square feet of space for toys across more than 500 stores. The expanded departments will showcase larger items like electric ride-on vehicles, playhouses, outdoor playsets, and more. New displays will take items out of their packaging and put them into a 360-degree shopping experience. Playful signing will make it easy for guests to shop this new kid-friendly world and purchase items directly in-store or have them shipped to their home via

Related: Toys ‘R’ Us is coming back, again?

The announcement comes shortly after the company released its holiday season toy strategy after attributing part of last quarter's sales growth to toys. For this upcoming holiday season, Target is enhancing its omnichannel by creating a new online experience that showcases its “top toys by key trends of the season.” The retailer will also soon unveil a digital spin on its annual kids gifting catalog. Additionally, with services like Order Pickup, Drive Up, same-day delivery shopped by Shipt and free, no-membership-required two-day shipping, Target is offering consumers more convenient shopping options than other retailers.

"This holiday season, we're pulling out all the stops to make Target the ultimate destination for toys, and this curated list of top toys is just the beginning," says Mark Tritton, Executive Vice President and Chief Merchandising Officer of Target. "We're going bigger, offering guests thousands of toys, including more than 2,500 new and exclusive items – nearly double compared to last year – and creating even more engaging experiences in stores and online."

In time for the holidays, Target will also have completed more than 100 store remodels featuring a refreshed kid-focused toy department. According to the company, the changes make shopping for toys at Target even more fun, with an entirely new layout, signs and oversized displays, like a giant three-foot Lego slide sitting above the aisles and interactive activity walls.

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