How Target’s Tech-Toy-Savvy Vendor of the Year is Pushing All the Right Buttons

  • Mar 14, 2019
a group of colorful plastic toys

Toys—they’re on our guests’ shopping lists all year round. And as more new families look to the Bullseye for the latest, greatest toy products, we’re reimagining our assortment and experiences to give them even more to love.

One of our vendors—VTech, a global supplier of electronic learning products—has been quick to help us take our toy assortment, and the experiences around it, to the next level. In fact, we just named VTech our 2018 Vendor of the Year for going above-and-beyond to help Target win over new guests in that space.

“We work closely with our vendor partners on all aspects of our business, and VTech played a key role in the great progress we made within Toys in 2018,” said Mark Tritton, executive vice president and chief merchandising officer, Target. “From inventory management to product innovation and more, their efforts helped us bring guests more of the tech toys they love, and ultimately pick up sales and market share as more families choose Target for all of their toy needs.”

VTech paired their toy industry know-how with Target’s guest insights to help us create an action plan and make some important enhancements. For kids who are early tech adopters, we introduced pretend-play products like the Kidizoom Smartwatch DX2 (below left), and KidiBuzz hand-held smart device.

We also added a line of activity toys including the Ultimate Alphabet Activity Cube and the Touch and Learn Activity Desk Deluxe (above right), great for helping little ones learn shapes, colors and hand-eye coordination as they play. And when we reallocated space in 500 of our stores last fall to make room for more toys, VTech helped us bring in additional products families were looking for that could no longer be found anywhere else in the marketplace.

As these products grew in popularity with our guests, VTech worked closely with our merchandising teams to plan ahead and keep them in stock, even during the busiest weeks of the holiday rush. They also helped our teams create exciting new marketing experiences around some of our exclusive items.

Our combined efforts helped make 2018 a great year for Target’s toy business—and they’re keeping tech-loving families coming back for more.

Want to see more of what’s happening in toys? Check out our full assortment at

All the ways

We’re here to help all families discover the joy of everyday life – from our distinctive products to easy ways to get them from the store to your door.

Learn more about our products & services

*All fields required.

Please provide your name.
Please provide your email address. Email address must be formatted correctly.
Please provide your feedback.

Privacy policy (opens in a new window)