Target’s Roller Rabbit collab was a huge success. Bringing the brand’s signature, teen-girl-beloved prints to a much more affordable collection drove roughly $6M in the first hour alone, with some items selling 5K units per minute. And as online-only items sold out, the strategy of also creating IRL-exclusive items drove traffic—and tons of social content—too. The collab included everything from luggage to press-on nails, but the main stars were Roller Rabbit’s most popular product: the pajama sets; instead of being over $130 like the originals, they were mostly about $40 at Target. This collab is undoubtedly part of Target’s larger effort to win customers back by tapping into trends while they’re happening, hoping to rebound from a 5% decrease in apparel and accessory sales in the last year. Marketing to teen girls looking to buy into trendy brands with a collectability mindset appears to be a key way forward. (Glossy)
👀 Read more from YPulse: 4 Tween Girl-Loved Brands You Need to Know
