Target Drives Toy Sales with Mattel, Lego

Cyndi Loza
Managing Editor, Member Content, P2PI
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Target partnered with multiple toy manufacturers, including Mattel and Lego Group, for exclusive SKUs and promotions following a spike in toy sales last quarter. 

Mattel's Hot Wheels is dangling a free Target-exclusive "'71 Porsche 911" toy car with purchase of $20 worth of eligible Hot Wheels cars and multipacks at the mass merchant from June 20 to August 14. A page within plugs the collector car, inviting Target shoppers to mail their receipts, qualifying UPC codes and order form and a check or money order for $7 for shipping and handling to a designated Mattel address. (Shoppers can also fill out a digital order form and pay online via a page within All requests must be postmarked by Aug. 18 and received by Aug. 25.

Dump bins positioned on endcaps outfitted with Hot Wheels signage plug the promotion, directing shoppers to for more information. Tearpads affixed to the dump bins support, depicting a QR code directing shoppers to the site. (As of June 27, the site did not share information regarding the Target promotion, but instead offered info for a similar promotion at Kroger, which ran from April 18 through June 19 and promised shoppers a Kroger-exclusive Nissan "Laurel 2000 SGX" toy car. Both Target and Kroger cars have a "Spectraflame" aqua green color, orange and yellow stripes, and white-colored hood.)

Hot Wheels is also dangling a $10 Target gift card with purchase of $50 worth of eligible toys from the brand from June 27 through July 3. A feature within the retailer's June 27 circular plugged the offer. 

Elsewhere in the toy aisle: 

  • select new, exclusive SKUs from Mattel's Fisher-Price, such as the brand's Paradise Pals "Roll & Roar Dino" ride-on toy, enjoy secondary merchandising space via endcaps. Display ads within and a feature within the retailer's June 27 circular also plugged exclusive toys from the brand, dangling up to 20% off in savings. 
  • endcaps merchandise licensed, exclusive Lego Harry Potter SKUs, such as the brand's Harry Potter "Hogwarts Moment: Transfiguration Class" set.
  • a Target-themed "Bullseye" edition of Monopoly from Hasbro rolled out on Aug. 1. 

Target saw a spike in toy sales in its first quarter, which ended May 1. During the retailer's first-quarter earnings call on May 19, executive vice president and chief growth officer Christina Hennington indicated that hardline sales increased 30% year-over-year, which was led by a 40% increase in both sporting goods and toys.