Our Adorable New Toy Brand, Gigglescape, Will Have Kids Smiling from Ear to Ear

  • Mar 5, 2024
A plush unicorn on a gold background and a plush shark on a purple background, with the Gigglescape logo in the center of the frame.

Call the kiddos and get ready to play — Target’s new toy brand, Gigglescape, is here, with plush pals and spring-themed board books that are adorable and affordable. A unicorn with a rainbow mane and tail? Let the magical adventure begin. A snuggly smiling shark with a pocket mouth (perfect for hiding treasures)? Get ready for an ocean of fun. It’s cuteness overload with cuddly critters and charming books designed for moments of connection and education through play, with lots more to come: Toys, games and puzzles arrive later this year. And you can only find them at Target.

“We designed our Target toy brand, Gigglescape, to be truly adorable, high quality and affordable, with details that inspire creative play and bring joy to kids, parents and gift givers,” says Jill Sando, Target’s executive vice president and chief merchandising officer of apparel & accessories, home and hardlines. “With books priced at just $5 and most plush toys $10 and under, Gigglescape toys encourage play, discovery and imagination at an only-at-Target value.”

A child's book with a chick on the cover.
A child's book with a ladybug on the cover.
A child's book with a bunny on the cover.
A child's book with a sheep on the cover.

Learning through play

Creating Target’s new toy brand was no small feat, and our design team (many of them parents of young children themselves) stepped up to the fun challenge. We knew Gigglescape needed to be cuuuuute, high quality, durable and affordable. (Check, check, check, check.)  We also thought about the ways pretend play helps kids develop — from self-expression and social skills to problem solving, language skills and physical development — and created toys that parents can count on to spark imagination and age-appropriate learning.

Toys that last

Gigglescape was created with carefully chosen materials and unique design elements made to stand the test of time. And Gigglescape packaging was thoughtfully designed with sustainability in mind. One example: More than 90% of the product packaging is plastic-free.

We even thought of you, parents — Gigglescape toys are long-lasting, easy to care for and easy to clean.

Great value and easy shopping

The current Gigglescape assortment is $20 and under, with most plush toys $10 and under, and books just $5, all backed by our owned brand promise: If you’re not satisfied with any Target owned brand item, you can return it within one year with a receipt for an exchange or a refund. Need your plush pals or cute books fast? Shop Gigglescape in stores or on Target.com, or use Target’s fast and free same-day services like Drive Up and Order Pickup to get your kids giggling in as soon as two hours (no minimum purchase and no membership fee required) or delivered to your doorstep through Target’s same-day delivery with Shipt in as soon as an hour.

And there’s more playtime joy on the way. Gigglescape toys, puzzles and games are coming soon.

The joy of everyday life

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.

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