Target Corp. is launching a new pet product collection, The Cuddle Collab, which features everything from harnesses, treats and toys to food storage, home decor items and matching Stanley tumblers and lidded bowls.
With price points starting at $3 products, the limited-edition line also includes pet bowls, pet water bottles and personal accessories such as key chains that correspond to tags for pet collars. Target will back Cuddle Collab with a national marketing effort.
Target has lined up social influencers as represented by six dogs and five cats, the company noted. The so called “fur-fluencers” include therapy pups Ellie and Emma; modern cats Zelda, Titus and Brave; foodie dog Popeye; pup fashionistas Ghost and Wren; self-care loving Maple Cat; and dog and cat best friends Baloo and Pan. The fur-fluencers total more than six million followers on Instagram alone, Target reported.
On the Target website, portraits of the fur-fluencers click through to a curated group of Cuddle Collab products. Consumers can check them out now, but Target isn’t releasing the products for purchase until September 21 in stores and online.
In the Cuddle Collab national advertising campaign, the company’s own canine representative, Bullseye, and some furry friends take over a Target for one night of fun and shopping. In the advertising, the pets make a mad dash for their favorite items from The Cuddle Collab assortment.
“We know shoppers turn to Target to help them care for their families, and for millions of people, including 70% of Target guests, pets are family,” said Jill Sando, Target executive vice president and chief merchandising officer for apparel and accessories, home, and hardlines. “The Cuddle Collab is all about celebrating our pets, and it’s a fun way to extend our design expertise to the entire family: pets and the people who love them.”
