By George Anderson
Target is looking to make its mark in the specialty toy market with a new in-store boutique the chain has dubbed "Time to Play!".
According to a company release, the new section will focus on educational and other toys normally found in specialty shops for kids between 18 months and seven years of age.
"Playtime is a crucial part of every child's development," said Keri Jones, vice president, Target. "Time to Play!" offers our guests a broad assortment of specialty toys in the convenience and value of a Target and positions our toy department as the ultimate one-stop destination."
In addition to branded items such as Breyer horses, Schleich figurines, Klutz books, Only Hearts Club dolls and Science Wiz kits, Target will also roll out its own line of high-quality toys and related products under the PlayWonder brand.
The collection is targeted to kids between two and five and it includes "furniture, room decor, and coordinating toys as well as themed play environments for children such as kitchenettes, playhouses and grocery markets," according to the company.
Moderator's Comment: What do you think about Target's "Time to Play!" boutique strategy? Do you see similar approaches working in other areas of the store? - George Anderson - Moderator