Toys World

Category Reinvention + Brand Shop-in-Shops

We set out with a goal to make the Toys category more immersive and to showcase premier brands in a big way. By centering the experience around two disruptive shop-in-shops, the Target guest would be transported to a “world of play” that was more theatrical and more inspirational for kids and parents alike. Brand beacons welcomed shoppers with bright lights and larger-than-life scale, while dimensional set pieces, photo ops, and full-shelf toy display boxes encouraged discovery throughout the space.

Produced in collaboration with Target Creative & 10 Thousand Design.

LAUNCHED IN 2023. IN-STORE PHOTOS COMING SOON.