Yoto Leverages Target for Growth
What’s new: U.K.-based Yoto, a screen-free audio entertainment system, came to Target stores for the first time in October 2024.
What we saw: An aisle pegboard display promising “a world of audio for curious kids” promoted the brand as new at Target and spotlighted holiday stories and songs for preschoolers. The range of products, which are also available in Target’s kids electronics selection and through Target.com, includes the $69.99 Yoto Mini audio player, $29.99 headphones and $22.99 protective case.
Why it matters: "Since our launch in 2020, Yoto has achieved remarkable year-over-year growth,” Yoto CEO Ben Drury said in a statement. “With millions of children now having access to Yoto products in their homes across the world and an expanding product suite, we're confident that this partnership with Target will help take Yoto to new heights. As a U.K.-founded company, this partnership marks a significant milestone in Yoto's journey in the U.S., and we're grateful for the opportunity to continue our upward trajectory in one of the most prominent retailers."
More context: Target also works closely with German kids audio entertainment brand Tonies, which offers several exclusive products at the mass merchant including a $129.99 Disney bundle starring Belle, Cinderella and Ariel.
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
