Target launches kid-centered back-to-school strategy
MINNEAPOLIS -- Target is taking an innovative approach to back-to-school season this year by involving kids every step of the way, from marketing to product development.
The company announced Monday that it will build on the success of its kid-inspired Cat & Jack and Pillowfort lines by relying on kids to direct how it will fund school programs in their communities and concept, direct and produce its national marketing campaign
“Kids and families are incredibly important to Target, and just as parents recognize the potential in their kids, Target does too,” said Jeff Jones, chief marketing officer, Target. “We were inspired to work even more closely with kids after seeing the difference they made in the development of our new Cat & Jack and Pillowfort lines. Now, we're taking things a step further, allowing kids to put their mark on Target’s community giving and marketing campaign for the back-to-school season. Both are not only inspired by kids, but completely created by kids."
In partnership with DonorsChoose.org, a non-profit dedicated to engaging the public to fund school projects, Target will give up to $5 million to fund kids’ ideas that help students across the country live healthier, more active lives. The donation will be the largest wellness-education related investment in DonorsChoose.org’s 15-year history and could reach up to 200,000 students.
Target will also harness the talent of kids for its first kid-created marketing campaign for back-to-school season. Kids led every major aspect of the campaign, from drafting story boards and scripts and illustrating the creative, to directing and styling the spots and performing the music. Target is the first company to empower kids to create a national marketing campaign of this size and scale.
Just as kids are at the heart of the campaign, they are also at the heart of Target’s product development and selection. In fact, kids played a key role in the design and development of the new kids’ apparel and accessories line, Cat & Jack. In addition, Target’s broad assortment and exclusive gear provides kids with the supplies and style they want for a successful school year. Top products and trends include:
Extra-durable, Target exclusive, Embark backpacks with top-loading zippers and capacity to hold up to five or six books
Cat & Jack is an exclusive new line of stylish and colorful apparel and accessories developed by Target’s design team with kids’ input in mind
Exclusive collection of Puma and Skechers backpacks and lunch kits
Yoobi’s new Back-to-School collection with Pharrell William’s creative collective, i am OTHER, which enlisted kids to share which art, words and quotes inspired them to embrace what makes them unique
Exclusive DIY collection with YouTube star Bethany Mota for students to personalize their school supplies with fun stickers and accessories
Pencil pouches, notebooks, backpacks and lunch kits with favorite movie characters from Finding Dory, Star Wars and Frozen
Top prints including floral patterns, marble accents and camouflage on everything from notebooks to backpacks
Also this year, Target has updated the School List Assist tool on Target.com to make it even easier for parents to shop their kids’ lists. Through a partnership with TeacherList.com, nearly one million school supply lists will be available directly within the tool. Parents can quickly and seamlessly purchase all of their kids’ school supplies and have it sent to their home or they can pick up their order in a Target store.