This year Target is tapping into the power of social media for its back-to-school marketing campaign, which will feature a number of digital celebrities.
Among the stars set to appear in the campaign are actor, model and dancer Maddie Ziegler along with several other kid dancers, and YouTube phenomenon EvanTube, who reviews toys on his channel.
The U.S. retailer is also featuring a number of licensed products in its BTS assortments including:
- the new Stevies footwear collaboration with designer Steve Madden. Set to launch in store and online July 19, the line will include 30 styles for girls.
- apparel, accessories, school supplies, backpacks and lunch kits featuring Minions, Star Wars, Avengers, "Teenage Mutant Ninja Turtles," Frozen and more.
- the new Yoobi x Usher collection. Curated by pop star Usher and designed by artist Jonni Cheatwood, Yoobi school supplies give back to classrooms in need in the U.S. with a "one for you, one for me” giving model.
Target has also unveiled a number of retail initiatives for BTS. The new online School List Assist serves as an online hub offering a curated assortment of the most common K-8 supplies. Additionally, Target will time its promotions this year to more closely reflect how families shop for back-to-school. Early in the season, supplies will be discounted then later in the season, promotions will focus on apparel.