Target’s new limited‑time designer collaboration with cult-favorite lifestyle brand Roller Rabbit will launch online and in most stores on March 7, although customers in Dallas will get to experience the collection early in an immersive pop-up at the Hickory Street Annex on Feb. 28.
The exclusive collection will feature more than 250 items, including new category expansions for Roller Rabbit into luggage and outdoor goods. The line will be bedecked throughout with a Target-inspired print created exclusively for the collaboration.
Target’s design team worked closely with Roller Rabbit to merge the brand’s optimistic, print-driven looks with Target’s approachable design sensibility while maintaining a focus on value. Nearly 80% of the collection is $35 and under, with some items starting at just $3.
“This collaboration has been two years in the making,” said Ed Bertouch, CEO of Roller Rabbit in a statement. “This collection encapsulates the Roller Rabbit universe at scale — including expansion into brand new categories — while staying true to the personality and pillars of family, friendship and togetherness that define our brand.”
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The collection includes a full mix‑and‑match Roller Rabbit universe that spans women’s, men’s kids’ and baby apparel — including extended sizing and adaptive styles — along with home and entertaining essentials, travel gear, beauty and more. Other of-the-moment brands also are joining the fun, with add-ons to the assortment including limited‑edition packaging from prebiotic soda brand Poppi, exclusive nail designs from Olive & June, temporary tattoos from Inked by Dani and a skincare pouch set from Byoma.
In stores, the collection will be presented through a travel-inspired shopping experience filled with bold prints, vibrant displays and a number of store-only exclusives, including mystery boxes with keychains, compact mirrors or a sleep mask/scrunchie set in assorted Roller Rabbit prints and a women’s sleepwear set in an exclusive, limited‑edition multicolored geo-heart pattern, one of Roller Rabbit’s most iconic prints.
Will Roller Rabbit Help Target Get its Groove Back?
After experiencing a series of setbacks last year, Target has been working hard to bring customers back to its stores. Upon taking the reins in February, new CEO John Fiddelke laid out four key priorities for the retailer, one of which was enhancing its merchandising authority by “curating with conviction.”
These efforts are already well underway: In addition to the upcoming Roller Rabbit collection, the retailer also recently announced an expansion of its partnership with Levi’s and plans to expand its wellness assortment, following a host of exclusive collections and events in stores last year.
“Partnering with a beloved, social‑first brand like Roller Rabbit is exactly the kind of unexpected delight our guests crave,” said Gigi Guerra, VP of Creative Curation at Target in a statement. “We’re constantly reimagining our design partnerships to spark discovery — curating what’s next, not what’s already been done — while upping the exclusivity and personalization that make these collaborations so special and uniquely Target.”
