Target ramps up toy strategy

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Target ramps up toy strategy

By Louisa Hallett - 09/04/2018
Target extends its toy strategy after a large chunk of last quarters sales growth is attributed to toys.

Target is ramping up its holiday toy strategy after attributing part of last quarter's sales growth to toys.

The company announced this year's company guide to the most-coveted toys includes something for every age and budget – Bullseye's Top Toys of 2018.

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."

The announcement follows shortly after the company announced its second-quarter report, which showed Target hitting the omnichannel bullseye. The company reported that same-store sales were up 6.5 percent during the second quarter ended Aug. 4. Customer traffic grew 6.4 percent.

"We are investing in categories like toy and baby where we know we have this big opportunity ahead of us," said Chief Executive Officer of Target, Brian Cornell. "We are going to make sure we are taking more than our fair share of that market share."

Target’s top toys for 2018 include:

The big reveal

  • Pikmi Pops Unicorn Super Flip *Target exclusive

  • Stay tuned for a fun surprise from Hatchimals *Target exclusive

  • Crate Creatures Giant Creature Croak

  • Party PopTeenies Mega Party Surprise Set *Target exclusive

Feeling nostalgic

  • Baby Alive Sweet Spoonfuls Baby Doll *Target exclusive

  • SkeeBall The Classic Arcade Game  *Target exclusive

  • Cool Maker KumiKreator Friendship Bracelet Activity Kit

  • Beyblade Ultimate Tournament Collection

  • Barbie Dreamhouse

  • Hot Wheels Ultimate Gator Car Wash

Toying with tech

  • Boxer Interactive A.I. Robot

  • Fingerlings HUGS Interactive Plush Monkey

  • furReal Rock-A-Too, the Show Bird *Target exclusive

  • Nintendo Switch with Gray Joy-Con

  • Nerf Laser Ops Pro AlphaPoint 2-Pack

  • Jetson Rogue Hoverboard *Target exclusive

  • Viro Rides 550e Electric Scooter

  • LEGO DC Comics Super Heroes App-Controlled Batmobile

  • Really Rad Robots Mibro R/C Robot