Target Makes a Play for Toy Share with More In-Store Events
Target is shining a spotlight on toys from brands such as MGA Entertainment's L.O.L. Surprise as part of an initiative to lure shoppers to stores this holiday season with more family-friendly events.
By popular demand, the mass merchant will stage more in-store events throughout the season to bring shoppers multiple hours of fun and giveaways, according to an Oct. 13 "A Bullseye View" blog post. Among the events, the retailer is staging a Nov. 10 "Eye Spy Pets L.O.L. Surprise" scavenger hunt during which participants will decode secret messages to find a missing L.O.L. Surprise pet. The scavenger hunt will also encompass:
- selfie stations,
- unboxing moments every 30 minutes, and
- an exclusive L.O.L. Surprise "pets" ball only available for purchase during the event.
A display ad within the brand's character shop on target.com and a Nov. 4 circular feature tout the event. In stores, L.O.L. Surprise toys enjoy secondary merchandising space via floorstands and endcaps in the toy department. The retailer is also stocking exclusive toys from the brand including a L.O.L. Surprise "water surprise" game and a Live Surprise "royal kitty" toy.
Most recently, the retailer has also staged events spotlighting:
- official merchandise from Microsoft's Minecraft video game,
- Maison Battat's Our Generation dolls, and
- official merchandise from Spin Master's Paw Patrol.
The retailer also gave its toy department a new look this year.