01-wondershop-logotarget-wondershop-4This past week Target unveiled the company’s 2016 holiday strategy, including a new private brand, new and exclusive merchandise in every product category, inspiring shopping experiences and simple ways for customers to save throughout the season.

“Target is at our very best during the holidays, and we’re building on last year’s winning formula to make the 2016 holiday season even better,” said Target CEO and Chairman Brian Cornell. “We’re elevating and expanding the offers that helped guests save time and money to make the most of their holidays. We’ll also inspire gift-giving, entertaining and decorating with new products and experiences online and in our stores. Most importantly, guests will find truly exceptional value through broad and simple offers timed to maximize savings on the most-shopped merchandise at each point in the season.”

03-wondershop-in-store-marketingNew this year, Target is introducing Wondershop, where shoppers will find products for all their tree-trimming needs. Both in stores and online, this specially designed shop-within-a-shop will offer a curated assortment of 2,000 new seasonal items, including a one-of-a-kind Bullseye ornament. The Wondershop brand will serve as both a private brand and department name marking the first time that the retailer has actually created a brand for its private brand assortment. Prior years included an extensive unnamed private brand set that was differentiated by its package design.

Also new for 2016, the Target Wonderlist (Target.com/Wonderlist) is aimed at making it easy to find personal, meaningful and creative gifts for family and friends. Shoppers can choose from a selection of 400 edited gift ideas, customizable by recipient personality types and interests.

Target’s holiday assortment offers guests an abundance of newness, including:

  • Approximately 1,000 new pieces from Target’s newly introduced private brand for kids, Cat & Jack, each under $30.
  • More than 1,800 new or exclusive toys will be available, about 15 percent more than in 2015. Shoppers will find thousands of Star Wars products, including more than 100 new options to gift and collect; more than 50 Trolls exclusives; two new Disney Princesses, Elena and Moana; expanded eye, hair and skin tone combinations within the Our Generation doll collection; and 50 exclusive board games, including pop culture hits such as Oregon Trail.
  • Newly released virtual reality products including PlayStation VR and VR One Plus, and connected home products including Google Home.
  •  An exclusive 10-disc box set from Garth Brooks, which includes the artist’s new album and features the 25th anniversary edition of “Friends in Low Places.” The box set is available for preorder now for $29.99 at Target.com/Garth and is available at Target Nov. 11, two weeks before the artist’s new album is available at other retailers.

This year’s marketing campaign is rooted in rich storytelling, mirroring what is top of mind for customers as they move through the season. The centerpiece of the campaign is a Broadway-style production called The Toycracker, Target’s modern interpretation of the classic holiday tale of The Nutcracker. The eight-minute musical will air in two four-minute segments during the network broadcast premiere of Disney’s Frozen on Sunday, Dec. 11, at 8 p.m. EST/7p.m. CST on ABC. The Toycracker stars Oscar, Golden Globe and 10-time Grammy winning artist John Legend as The Rat King, television personality and No. 1 New York Times best-selling author Chrissy Teigen as The Nutcracker, and a cast of Target’s must-have holiday toys that come to life through computer generated animation. Leading up to the debut of The Toycracker, guests will see cast members preparing for the production in a series of broadcast spots. Ginger Breadington will return to herald in the season’s top deals closer to Black Friday. The “spectacular” theme will be part of Target’s entire holiday experience, as guests see the theatrical production woven throughout elements including in-store displays, digital and on Target.com. target-wondershop-1target-wondershop-2target-wondershop-3

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.