Images Courtesy of Target
By Tom Ryan
Source: retailwire.com, September 2024

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.