Target’s Wonderland! Just Popped Up in New York, and It’s Pure Holiday Joy

December 13, 2019 - Article reads in
guest experience
Mindy Kaling poses in front of a Wonderland! marquee

Imagine stepping inside a larger-than-life snow globe as snowflakes swirl. Nearby, a hallway of Star Wars lightsabers casts a dazzling glow, emitting those famous sound effects as you stroll across light-up floor tiles. And all around you, incredible gifts and treats you can buy with a quick scan of your phone. You’re not dreaming—you’re in Wonderland!

No one does a great pop-up quite like Target (after all, we pioneered the concept), and this epic, limited-time experience near New York’s Chelsea Market is bursting with joy. Think more than a dozen hands-on experiences, like Insta-ready photo ops, tons of sweet surprises and a seemingly endless array of scan-and-buy gifts (crossing everything off that list has never been easier). Best of all, there’s a cool partnership with Toys for Tots that’ll bring a smile to thousands of kids across the country. 

“Like the holidays, Target has a special way of bringing people together,” says Rick Gomez, Target executive vice president and chief marketing and digital officer. “Wonderland!—with its immersive, shoppable, sharable experiences—is the perfect backdrop for our guests to capture special moments and create new memories with those they love. And while they soak up the fun, guests can help bring some holiday cheer to children across the country by helping us donate up to $1 million to Toys for Tots.”

A few friendly faces, including Mindy Kaling, Beanie Feldstein, Angela Kinsey and Keke Palmer have already stopped by to get in on the fun. If you’re in the neighborhood (70 10th Avenue, to be exact) now through Dec. 22, you’re invited to pop by to give it a whirl, too. (The whole thing is fantastically free.) And if you’re not in New York, no worries—read on for an exclusive peek at the fun.


That’s just a taste of all the joy that’s in store! Wonderland! is open Dec. 13-22 from 10 a.m. to 8 p.m. at 70 10th Avenue in New York.

For even more festive fun, follow along on A Bullseye View for Target’s latest holiday news and updates.

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