Photo courtesy of Target
Target’s Beloved Pet Brand Boots & Barkley Gets Tail-Wagging Relaunch
May 2, 2025
Target has relaunched its beloved pet brand Boots and Barkley with a new look and more than 150 new items.
As part of National Pet Month, Target has relaunched its pet accessories brand, Boots & Barkley. The brand has a new look, along with new products and categories such as pet treats and holiday items.
Boots & Barkley continues Target’s vision of giving customers great value for a low price. According to a press release, more than half of the assortment is under $10.
“Pets are part of the family, and our team — many who are pet owners themselves — went all in to create the refreshed Boots & Barkley brand to bring joy to pets and their parents,” says Amanda Nusz, Target’s senior vice president of merchandising, essentials, and beauty. “The new Boots & Barkley reflects our focus on high-quality, stylish, and affordable pet accessories that help our guests treat, celebrate, and connect with their furry family members. Every pet deserves to be pampered and loved, and Boots & Barkley is here to make that possible.”
The Bullseye store focused on four key elements as it relaunched Boots & Barkley:
- Quality and value: Every product was designed with strict standards for engineering, durability, construction, and materials so that customers could count on consistent, high-quality items for their pets. Thus, Boots & Barkley’s design team created plush toys that stand up to tough play and are meant to last. The brand utilized a durability scale in crafting these fun items. This is featured prominently on the new packaging, allowing customers to choose the level of play their pets prefer.
- Interactive, simplified package design: Each item is designed intentionally to engage both pets and their owners. The brand’s new color-coded system includes green for dog products, blue for cat products, and purple for both.
- Form and function: When designing the collection, the Bullseye store’s product and tech teams considered all aspects of functionality, including efficiency, safety, comfort, ease, and health support. This resulted in thoughtfully created items such as a harness with both front and back clips, a reflective leash with a comfort handle, an elevated bowl for better digestion, and beds with bolsters or caves.
- Fun and celebration: Pet parents love to honor seasonal and celebratory moments throughout the year, from pet birthdays to Christmas. All are represented in the updated line, bringing the joy of holidays and cultural moments of the year to life.
Target Circle Members Will Receive Additional Savings on Pet Products in May
Certain Target locations will offer freebies and exclusive Target Circle deals on May 3-4 in honor of National Pet Month. These will include items from Boots & Barkley as well as the retail lines Zuke’s, Fancy Feast, and Temptations.
Additionally, Target Circle members can shop and save on pet accessories all month long. This includes an extra savings of 20% off their favorite pet brands on May 3-4.
Target’s pet brand, Boots & Barkley, was first introduced in April 2011, according to FOX Business. Since its launch, Boots & Barkley has become a staple in Target’s pet product offerings, known for its wide range of items, including pet toys, grooming accessories, feeding bowls, and bedding.
Target’s focus on affordability is part of a broader strategy to cater to value-seeking customers. By offering competitively priced essentials, Target aims to provide a convenient and cost-effective shopping experience, particularly beneficial for renters and those looking to maximize their budgets. Target’s commitment to value ensures that quality and affordability go hand in hand.
Some of these product lines include dealworthy, launched in February 2024. This budget-friendly brand offers nearly 400 everyday items, most priced under $10, with some starting at less than $1.
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