Target Reimagines Toy Experience for the Holidays

MINNEAPOLIS, Oct. 16, 2018

"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, 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."

Incremental Space for Toys
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 Target.com.

Reimagining Toys at Remodeled Stores
In time for the holidays, Target will also have completed more than 100 store remodels featuring a refreshed kid-focused toy department. 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. Kids' books are now next to the toy department, helping create an even more kid-centric destination for guests.

More than 2,500 New and Exclusive Toys
With deeper inventory and a bigger assortment featuring more than 2,500 new and exclusive toys—nearly double last year—Target will be home to the most sought-after national and specialty brands, all at everyday low prices. Last month, the retailer unveiled Bullseye's Top Toys for 2018, featuring the season's hottest picks, including exclusives, like the imaginative Melissa & Doug Deluxe One Stop Shop Play Store, the interactive furReal Rock-A-Too Show Bird, the surprise Pikmi Pops Giant Pikmi Flip, the lovable Lupita doll and book set, and more.

Nearly 25,000 Hours of In-store Events
The retailer will also host more in-store events for kids and families this year, giving guests nearly 25,000 hours of joy at local stores across the country. Kids can test out the hottest toys and come face-to-face with their favorite characters from Paw Patrol, Minecraft, L.O.L. Surprise! and more. More details are available at target.com/events.