Target Corp. is doubling down on its commitment to toys.

The Minneapolis-based retailer will offer an expanded assortment of more than 10,000 toys this holiday season, continuing to build on last year’s initiative to reimagine its toy departments and increase its selection. Target promises “highly knowledgeable team members” to assist guests in their toy shopping during the holiday season, and plans to offer an increased number of in-store events for kids and families in the months ahead.

“In 2018, we made strategic investments to position Target as the ultimate destination for toys, including an expanded assortment and playful, reimagined in-store and digital experiences. This year, we’re building on that success,” says Christina Hennington, senior vice president, merchandising, Target. “In addition to our recently announced experiential retail and merchandising collaboration with Disney, we’re introducing thousands of new and exclusive toys. Coupled with our expanded fulfillment options, including our popular same-day services, we’re making it easier than ever for families and gift-givers to choose Target this holiday season.”

Following the closure of Toys “R” Us stores in the U.S. last year, Target added a quarter-million square feet for toys. The expanded departments include a fresh assortment and kid-friendly displays coupled with experiential elements similar to what one might find in a children’s museum in select stores. Additionally, select stores feature incremental space (pictured top) that allows guests to get a better look at larger items such as ride-on vehicles and playhouses.

On Oct. 4, Target’s Disney Store collaboration will take flight, with store-within-a-store concepts opening at 25 select stores, with 40 more set to open next year. The date coincides with the Star Wars Triple Force Friday and Frozen Fan Fest events, during which products from Walt Disney Animation Studios’ Frozen 2 and Lucasfilm’s Star Wars: The Rise of Skywalker will debut. Target will offer a variety of exclusive toys from both films.

The expanded assortment of toys will be available to shop across Target stores,, and in the Target app. Same-day services include order pickup, drive up, and same-day delivery through Shipt. The company promises drive-up services will be available at 95% of its stores in all 50 states this holiday season.