Dive Brief:

• Following the announcement of its holiday deal days, Target has unveiled an immersive shoppable experience on its website that lets shoppers explore a virtual room of toys from brands such as Barbie and Play-Doh, the retailer said in an announcement. 
• Continuing its multi-year collaboration with FAO Schwarz, the retailer is offering nearly 140 items co-designed with the iconic toy brand. Mostly priced below $25, the collection ranges from makeup kits and design sets to dolls and other classic toys from FAO Schwarz.
• The retailer promoted toys priced at less than $25 from brands and franchises like Pokémon, Paw Patrol, Marvel and Lego.

Dive Insight:

Target is giving shoppers another way to immerse themselves in its holiday product offering through its first all-toy digital experience. The 360 degree feature allows users to explore a virtual room of toys, in order to make discovery easier for at-home shoppers. 

The retailer is also featuring its “most affordable ever” list of top toys. This follows efforts earlier this year to expand its product assortment priced at $3, $5, $10 and $15.

“We know affordability is top of mind for many of our guests as we head into the holiday season, and we’re committed to delivering exceptional value as they make plans to celebrate with friends and family,” Jill Sando, executive vice president and chief merchandising officer at Target, said in a statement. 

In addition to its collaboration with FAO Schwarz, Target has also teamed up with Disney to launch a limited-edition collection of Disney toys to celebrate the company’s 100th anniversary. More than half of the 100-item collection of toys, clothing, accessories, home goods and seasonal decor is priced below $25. 

With its FAO Schwarz and Disney partnerships, Target is continuing to focus on budget-conscious consumers while deepening its relationships with the two marquee brands. Last year, Target announced its multi-year deal with FAO Schwarz to sell the toy brand’s products in its stores and online. In 2021, the retailer began expanding its Disney shop-in-shops formatted with music, photo opportunities and interactive displays. 

Target is promoting its affordable product assortment as its competitors announce their upcoming holiday sales. Following the announcement of Amazon’s fall Prime sale between Oct. 10 and Oct. 12, Walmart and Best Buy also introduced their holiday sales events this month.