Lupita Doll, Book Rolls Out to Target

Cyndi Loza
Managing Editor, Member Content, P2PI
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Target is exclusively stocking a doll and bilingual English and Spanish storybook created by former Procter & Gamble executive Leslie Guzman. 

Recently rolled out to stores and, the Lupita doll and book box set was created for families to read each night and reflect on the good deeds they've done that day while celebrating and honoring Hispanic traditions, Our Lady of Guadalupe, and Three Kings Day, which is celebrated Jan. 6. The doll and book started as a Kickstarter project in 2016.  

"During the holidays, we have the Elf on the Shelf tradition and other similar traditions like the Mensch on the Bench," said Guzman on the Lupita Kickstarter page, which raised more than $21,000 and boasts of Guzman's 20 years of experience at P&G. "Inspired by these — I wanted to create a tradition for Hispanics that celebrates our heritage."

As a mother of three, including 13-year-old Diego with Duchenne muscular dystrophy, Guzman said she also created Lupita to help share messages of acceptance and selflessness.

"In our family, especially with Diego’s illness, we want to make every day count," Guzman said in a Nov. 12 "A Bullseye View" blog. "The end of the day is a special time for us — we read together, and I ask my kids about the highs and lows of each day, and most importantly, what they did to make someone else smile. The Lupita story and doll fit right in to that bedtime routine."

In stores, the doll and book set enjoy secondary merchandising space on endcaps. and select stores are also exclusively stocking Lupita tree ornaments, "3 Kings Cake" baking mix and an Advent calendar. A feature in the retailer's Nov. 11 circular, a Twitter update from Target and @LupitaTradition, and a video ad playing in the retailer's electronics department tout the book and doll set. 

The mass merchant first teased the doll and book set in when it announced its curated list of "Bullseye's Top Toys." The Lupita doll is among the more than 2,500 new and exclusive toys the retailer plans to roll out this holiday season.