Target Shows Holiday Style

Target Corp. is decking its halls in designer style with a modernist home collection and related creative campaign. The new collection, Studio Tord Boontje for Target, comprises 35 SKUs of decor and dinnerware from the Dutch artist and designer. Featuring heavy detail and bold colors, Boontje's aesthetic layers such iconic shapes as trees, reindeer, swans, snowflakes, holly and bells in a random and dynamic order. The collection debuted Nov.1 nationally and has garnered endcaps in the home and holiday departments with supporting signage that details Boontje's partnership with Target. The line will be available through the holiday season.In a first for the chain, Target also enlisted Boontje to design its holiday advertising campaign, including TV spots, print ads, packaging and P-O-P materials. The in-store creative includes packaging for Studio Tord Boontje and other exclusive products, as well as ceiling mobiles and endcap headers throughout stores. Target also has added holiday pieces from its stable of design partners, including decor from Smith & Hawken, Thomas O'Brien Vintage Modern and Michael Graves; luggage from Isaac Misrahi, makeup brushes from Sonia Kashuk; and a pet bed from Rachel Ashwell's Simply Shabby Chic. Exclusive products earning heightened support from floorstands and signage include Hello Kitty ring watches, Only Hearts Club dolls and Rafe handbags.Until supplies last, Target carries exclusive limited-edition gift items such as autographed guitars, a Nikon camera, Tony Hawk video games and Dolce & Gabbana fragrances. The products were featured in Target's Nov. 26 circular and receive endcap support in stores.Also getting heavy play -- via power wings throughout stores -- are holiday gift cards. Headers feature Target's iconic dog "juggling" gift cards, which sit on a motorized rotating display. In other holiday activity, Target is collaborating with the Salvation Army to operate the Target/Salvation Army Angel Giving Tree, an online donation program. The retailer has pledged to donate $1 million to the Salvation Army, as well as all proceeds from a $9.99 limited-edition Harvey Lewis angel ornament and half the proceeds from a $2.99 Target Gift Card holder. Target supported the partnership with a full-page feature in Nov. 19 circulars. (In 2004, the chain was roundly criticized when it invoked standard corporate policy to prohibit Salvation Army bell ringers from soliciting donations outside stores.)Target is also partnering with Jones Soda Co. to raise funds for St. Jude Children's Research Hospital in Minneapolis. Proceeds from an exclusive Jones Soda Dessert Pack (featuring five pie-filling flavors) will be used to raise $50,000 for the children's cancer and disease center, one of the Minneapolis-based chain's favorite causes. Signage and brochures near store entrances support.Minneapolis-based Target operates 1,249 traditional stores and 159 supercenters nationwide.

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