Target is playing to win in the holiday toys game this year, and has stepped up its offerings in the toy aisle in preparation for the Christmas shopping season
During the pandemic, as U.S. toy sales jumped by double-digits, Target reaped the rewards of that strategy. Target’s Chief Growth Officer, Christina Hennington, commented in an August 18 earnings call that toys sales were up more than 20%, year over year, during the second quarter.
“We’re seeing more guests shop for toys at Target than ever before,” Nik Nayar, senior vice president of Hardlines, Target, said in announcing the holiday expansion. Target has over 1,300 exclusive toys and games, according to Nayar.The Disney shops, which Target launched in 25 of its stores in the fall of 2019, have proven to be a major hit, according to Target. The initial shops featured 450 items, more than 100 of which previously only could be found at Disney retail stores.
Target, for the second year, is also partnering with FAO Schwarz to offer an exclusive collection of 70 toys. Eighty-five percent of the FAO Schwarz items are new this year, according to Target. Target also released its Bullseyes’ Top Toys list. The list of 50 toys expected to be bestsellers includes 22 toys that are exclusives at Target. Among those are the Disney property Raya and the Last Dragon Land of Kumandra playset and a Lego Star Wars The Armorer’s Mandalorian Forge.
Holiday toy shopping is expected to start earlier than ever this year, due to expected shortages stemming from shipping and supply chain issues.
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