Consumers may still be shaking the sand out of their beach towels, but the retail world is itching to get shoppers to turn the calendar page: Both Target and Toys R Us are unveiling marketing strategies for the coming holiday season.
Target is teasing a new spot for a limited-edition holiday collection with Toms, called Toms for Target, hoping to meld that brand’s zealous “One for one” generosity and quirky style with Target’s limited-edition enthusiasm. The collection, scheduled to go on sale Nov. 16, is broader than Toms’ usual canvas shoes. It includes some 50 items, such as shirts, hoodies, jackets, scarves, hats and mittens, as well as mugs, jewelry and picture frames.
All are said to be priced under $50, and each purchase triggers a donation, with the Minneapolis-based retailer claiming that the partnership has the potential to provide some 11 million meals, blankets and shoes to those in need. Target did not return phone calls.
“Target’s holiday partnership with Toms is the perfect marriage of both brands’ core values—great design that’s accessible to everyone and a commitment to giving back,” says Kathee Tesija, Target’s EVP and chief merchandising and supply chain officer, in its announcement.
And one day after Walmart released its “Hot Toys” list for the coming holidays, Toys R Us also began tipping its hand, announcing the launch of the company’s new loyalty program, called Rewards R Us, and the introduction of online layaway. The Wayne, N.J.-based retailer says it intends to use new “Here’s What’s Hot” and “Gift Express” shops in stores to help make shopping easier, in addition to Gift Finder, its curated online program. It says it will also continue its Price Match Guarantee for store and online competition, a $49 everyday free shipping offer and improved omnichannel offerings, such as In-Store Pick Up.
The company says it’s “C’mon, Let’s Play” campaign, introduced back in August, will continue to evolve throughout the holiday season. Created by ad agency The Escape Pod and “Action Movie Kid” YouTube channel creator Daniel Hashimoto, the spots focus on the retailer’s “ability to facilitate fun and bring magical play moments to life through its distinctive shopping experience.”