About Gigglescape
In January 2024, we introduced toy brand Gigglescape, a Target owned brand that brings discovery, play and imagination to the forefront for kids and their parents. Our newly imagined toy brand launched with adorable plush animals and spring-themed board books, and in July 2024 expanded to include preschool toys, puzzles and games. Gigglescape items will continue to roll out through 2024 and into early 2025.
- Gigglescape is thoughtfully designed with kids in mind and has products all parents and gift-givers can feel good about and trust.
- Gigglescape is rooted in development that aligns with age-appropriate learning goals — from physical and social to emotional and cognitive.
- Gigglescape fosters natural moments of connection and education through play, introducing new activities and hobbies that parents will be excited to share and engage in with their kids.
- Gigglescape toys, plush animals, books, puzzles and games start at $2.99, and 96% of the assortment is under $25, underscoring Target’s commitment to delivering exceptional products at incredible prices.
- Gigglescape is designed to be long-lasting, approachable, easy to understand and truly adorable. Plus the products are easy to care for and clean.
- Consumers can 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 their items in as soon as two hours (no minimum purchase and no membership fee required) or delivered to their doorstep through Target’s same-day delivery in as soon as an hour.
Introducing preschool toys, puzzles and games
On July 21, 2024, Gigglescape introduced preschool toys, puzzles and games, including high-quality items like activity cubes, pop-up play tents, role-play kits and family bingo. The new collections are designed to provide inspiring solutions for discovery and creative play.
Plush animals
Gigglescape initially launched with a range of adorable plush animals, and we added even more to the collection in July 2024. Most are $10 and under, featuring fun details that will encourage play, discovery and imagination at an only-at-Target value.
Packaging designed with sustainability in mind
Every part of the Gigglescape brand was thoughtfully designed, including the product packaging. More than 90% of Gigglescape product packaging is plastic-free and uses nontoxic inks and water-based coatings. The packaging also intentionally eliminates EPS foam and problematic plastics.
About Target owned brands
At Target, we thoughtfully curate our unique multi-category portfolio of owned brands to meet consumers’ wants and needs, while bringing the inspiration and joy we’re known for.
- Target’s industry-leading portfolio of owned brands contributes more than $30 billion in annual sales and has more than tripled in value in the last 10 years.
- Our owned brands are a competitive advantage, generating guest loyalty, shopping trips, sales growth and profitability, while attracting new guests.
- Target’s unique capabilities in product design and packaging, sourcing and development, merchandising and sustainability are key to developing our owned brands, for an unbeatable combination of design, quality and value.
- Our owned brands span core merchandising categories including apparel & accessories, home, hardlines (a category that includes toys, sporting goods, electronics and more), food & beverage and essentials & beauty.
- We’re always looking for new ways to meet consumers’ needs. We do that by investing in our brands, launching new ones and expanding others.
