Target Toy Department

Santa was good to Target this holiday season. Last week, the retail giant reported that comparable sales in the combined November/December period grew 5.7 percent, atop 3.4 percent growth in the same period last year. Foot traffic was strong, and the retailer reported comparable online sales growth of 29 percent. An aggressive and enthusiastic investment in the toy business is cited in part for the holiday season success.

Chief Stores Officer Janna Potts notes that hot gift items such as MGA Entertainment‘s L.O.L. Surprise!, the Nintendo Switch, and Mattel‘s reimagined Barbie Dreamhouse were among the toys attracting shoppers. Chief Operating Officer John Mulligan says that Target made “bolder bets” this year and focused resources to pick up market share left behind in the absence of Toys “R” Us—a move that included the addition of more than 2,500 new and exclusive toys and remodeled toy departments. Target also expanded shipping and delivery options this season, in addition to offering services such as personalization and gift wrapping in select stores.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.