Target’s 2022 Toy Strategy
For years, Target has been guests’ one-stop destination for the very best in toys and games. And every holiday season we’ve delivered even more newness, inspiration and joy to the young and young-at-heart with our exclusive products and partnerships with beloved brands like Disney, FAO Schwarz, LEGO and more.
Now, we’re kicking off the season with a differentiated strategy to drive toy assortment growth:
On Sept. 12, Target announced an exclusive, multiyear agreement with iconic toy brand FAO Schwarz to ignite even more magic and inspiration across our unrivaled toy assortment. Plus, our 10th annual Bullseye’s Top Toys list, presented by FAO Schwarz, is back and brimming with over 50 coveted games and toys that will be on every kid’s wish list.
On Sept. 28, Target announced a first-of-its-kind collaboration with Marvel Studios’ “Black Panther: Wakanda Forever,” ahead of the film’s release in theaters Nov. 11. The collab is designed to increase representation and create accessible experiences for Target team members, guests and our local communities, while delivering joy every step of the way. It will launch in October at Target stores and on Target.com with products exclusive to Target in the U.S. across categories, including toys.
Also on Sept. 28, Target announced an expansion of the Disney store at Target shop-in-shop experience to over 200 locations across the country by the end of the year, helping even more guests enjoy the unique Disney store at Target experience.
Read on for details about each strategic toy announcement and partnership.
About Target and FAO Schwarz’s exclusive collection
This holiday season, FAO Schwarz toys will be available only at Target and FAO Schwarz locations. Launching mid-October in all Target stores and on Target.com, the FAO Schwarz assortment will include more than 120 items across all toy categories. Products will range in price from $9.99-$149.99, including 50 toys under $20.
The new assortment includes the FAO Schwarz Style Runway 4-Sided Fashion Show Playset, FAO Schwarz Ride On Train, FAO Schwarz Makeup Vanity Mirror Set, legacy Dance on Piano Mat and over 50 new plush toys.
To celebrate the 160th anniversary of FAO Schwarz, a capsule collection will feature several nostalgic FAO toys under $25, such as the Hot Wheels Collector Set, Funko Toy Soldier Pop, FAO 160th Anniversary Teddy Bear and UNO. Plus, guests will be able to enjoy even more FAO Schwarz toys with new exclusive product drops all season long.
All Target stores will feature dedicated space in toy aisles for FAO Schwarz, including playful store displays to highlight must-have FAO toys.
Select Target stores and Target.com will feature demonstrations throughout the holiday season with Target’s toy experts.
Quote from Jill Sando, executive vice president and chief merchandising officer, Target
“For years, families have enjoyed finding their favorite Disney characters and stories at Target, and through this expanded collaboration, we’re bringing the magic and heart of ‘Black Panther: Wakanda Forever’ to our product assortment,” says Jill Sando, executive vice president and chief merchandising officer, Target. “Across the products we carry — from toys and home to apparel and beauty — we're bringing the Marvel universe to our guests with items and immersive experiences that spark imagination and joy.”
About Bullseye’s Top Toys
The 10th annual Bullseye’s Top Toys list returns with 50 of the most anticipated holiday toys, including 23 toys and games available exclusively at Target stores and Target.com.
With Top Toys starting at $14.99, gift givers will find toys for every kid on their list, including top brands like Disney, LOL Surprise, Mattel, FAO Schwarz and more. The list includes popular characters like PAW Patrol and Marvel’s “Black Panther: Wakanda Forever” as well as dolls from HarperIman, an inclusive doll brand.
Guests can also shop select Bullseye’s Top Toys at a pop-up shop inside FAO Schwarz’s iconic New York City flagship in Rockefeller Center starting in October.
About Disney store at Target expansion
In 2019, Target and The Walt Disney Company launched the Disney store at Target shop-in-shop experience to combine the magic of Disney with the joy and ease of shopping at Target.
The industry-leading concept provides a fun, immersive shopping experience that features music, interactive displays and photo opportunities.
Target is expanding its Disney store at Target shop-in-shops to more than 200 total locations by the end of the year, giving even more guests the chance to enjoy the magical in-store experience while shopping for toys and games from brands like Disney, Pixar, Marvel and Star Wars.
Guests can use the online store locator to find the nearest Disney store at Target.
The curated Disney experience is also available on Target.com and in the Target app.
A toy assortment that’s affordable and exclusive
Target is guests’ go-to for everything toys during the holidays and beyond. We offer a curated assortment of thousands of toys, a variety of affordable prices, exclusive items, unique in-store experiences and partnerships with inspiring brands.
Target continues to bring newness to the toy category while delivering the value, ease and convenience that guests want and need.
Q2 2022 saw continued strength in the toys category, up high single digit comps, demonstrating that guests are excited and eager to continue choosing Target as the destination to shop for the toy enthusiasts in their lives. (Source: Q2 2022 Target Corp Earnings conference call)
Exclusive collaborations in 2022 will bring more magic to the assortment, including:
Continued partnership with The LEGO Group to bring the LEGO Ideas contest to Target, allowing fans to submit product ideas for LEGO sets. The winner will have a chance to have their idea sold as an exclusive set at Target and LEGO brand retail stores.
Whether it’s animated classics, epic sci-fi or fantasy universes, Target delivers the most sought-after collectibles. We'll launch the most collector exclusives ever this holiday season — more than 150 — across Hasbro, Funko, McFarlane, LEGO, Mattel and more. The assortment will include the Black Panther Legacy collection POP! Series from Funko, LEGO Marvel exclusives, Funko's Star Wars Retro Series, great Pokémon trading card gifts, and Target-themed exclusives including Hot Wheels, Bullseye's Big Rig and Bullseye as Spidey Funko POP.
Shopping for toys is easier and more convenient than ever
Guests can find thousands of toys at Target stores, Target.com and via Target’s industry-leading contactless same-day services Order Pickup, Drive Up and same-day delivery with Shipt — no membership required. And as always, Target RedCard holders can enjoy 5% off their purchases, and guests can save even more year-round by joining Target Circle, Target’s free loyalty program.
Related Assets
Bullseye’s Top Toys list
FAO assortment, Top Toys product imagery available upon request (press@target.com)
Black Panther: Wakanda Forever product imagery available upon request (press@target.com)