Images Courtesy of Target
September 13, 2024
Will Target’s Cuddle Collab Get Tails Wagging?
Inspired by six “fur-fluencers” (pet influencers), Target is coming out with its first limited-edition collection for pets and their owners.
The Cuddle Collab collection launches Sept. 21 and features over 180 items, including sweatshirts, hats, and charms as well as some pet outfits paired with offerings for their owners. A custom charm bar will let guests create matching necklaces and collars for themselves and their pets.
Home products include pet beds, cat houses and condos, pet figurine bookends, and exclusive Stanley items, such as bowls and tumblers. Also available is a wide range of toys and games for pets, plus donuts, cookies, and other treats in seasonal flavors.
The collection is driven by a collaboration with six pet influencers and their 11 pets (six dogs, five cats). Each pet influencer has their own themed capsule collection of products within the assortment related to their pets’ stories, personalities, and favorite activities.
Marketing support behind the launch includes:
- Social series: Target is introducing its first reality-style social series, “The Pets of Tarjay.” The five-part series showcases products from the collection as the storyline unfolds.
- Launch day events: On launch day, select Target locations will host in-store events and giveaways.
- National advertising campaign: Target released a television campaign featuring its mascot Bullseye and other pets shopping in an unsupervised Target store. The retailer wrote, “Think: pet-sized Target carts and pets taking self-checkout ‘selfies,’ and lots more.”
Jill Sando, Target’s executive vice president and chief merchandising officer of apparel & accessories, home and hardlines, said in a statement that 70% of Target customers have pets. She noted, “It’s a fun way to extend our design expertise to the entire family — pets and the people who love them.”
Limited-edition offerings initially became prominent with sneaker and streetwear space but have expanded across the fashion space lately, reaching categories including home and grocery.
Other recent limited-edition offerings in the pet space include:
- PetSmart, the official pet retailer for Team USA, released a collection of Team USA toys and apparel for a limited time ahead of the Paris Olympic and Paralympic Games.
- Ranger Station, the Nashville-based candle and fragrance company, in late August introduced “Bark Ranger,” a limited-edition pet care collection developed in collaboration with Wags & Walks, a nonprofit dedicated to rescuing dogs.
- In celebration of National Dog Day on August 26, Chewy and BARK teamed up to release a limited-edition collection of oversized dog toys.
Discussion Questions
What do you think of Target’s Cuddle Collab collection in partnership with pet influencers?
Do limited-edition offerings and collaborations have as much or more potential in the pet space as other categories?
Poll
Loading …BrainTrust
Jenn McMillen
Chief Accelerant at Incendio & Forbes Contributing Writer
Georganne Bender
Principal, KIZER & BENDER Speaking
Shep Hyken
Chief Amazement Officer, Shepard Presentations, LLC
Recent Discussions
More Discussions
How Can Retailers Crack the Gen Z ‘Riddle’?
Gen Z is becoming an increasingly important consumer demographic, but an elusive one to map. How…Does Bath & Body Works’ Scented Holiday Campaign Pass the Sniff Test?
Bath & Body Works is kicking off a new campaign with scent being at the fore…Which Tech Will Solve In-Store Inventory Woes?
Three major tech lineups are looking to solve retail inventory problems. Which is most suited?
As we have discussed before on RetailWire, pet products are big business. So, this is a smart and fun initiative by Target to tap into the enthusiasm. I like that it extends beyond treats for pets to treats for the owners of pets. I also think there are some sharp price points, including products at $5, which makes the offer very accessible. And the ‘furfluencers’ is a great touch!
Agree Neil! This is a great idea and with pet members really part of the family, no brainer!
Having recently attended SuperZoo, the ginormous trade show for all things pet, I can safely say people love their pets. I mean, Stanley Cups for pups? Brilliant. I am happy to see that Target creativity is back; the commercials and marketing is really fun.
They missed the boat with Her Royal Highness Samantha’s podcast offer to Bullseye. It should have been “paw’d cast.”
I’ll see myself out. Try the veal and don’t forget to tip your waitress. Ba dump bump.
People love their pets. People love Target. Total win-win! For the pet parents out there, the ability to make coordinating accessories will be a huge hit, as will the lower price points for other consumers.
Target wants customers to come to the for their everyday needs, and that includes what their pets need. As they expand product lines and categories, they continue to get closer to the one-stop-shop for everything a customer needs.
Pet owners spend. And keep spending. And with the average children per household going down, pets are often the ‘only children’, or like third and fourth children. They love unconditionally. People like to spoil them. And I have no doubt it will increase the sale of other pet consumables like pet food, kitty litter, etc. In short, it will drive more sales for Target overall. Well done.
Entering the pet space is a smart move for Target, especially since pet parents are known to spend a lot on their furry friends. The “Fur-Fluencer” angle is particularly clever – it’s likely to resonate well with younger pet owners who often have disposable income and no kids.