Kids Keep Running the Show as Target Helps Families Gear Up for Back-to-School

Target puts kids in charge of $5 million school donation and
first, completely kid-created marketing campaign

Corp. (NYSE: TGT) is putting kids in charge of the back-to-school
season. Building on the success of its kid-inspired new Cat & Jack and
Pillowfort lines, Target is 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

Kid-Directed Giving

In partnership with,
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’s 15-year history and could reach up to 200,000

Beginning August 1, kids and their teachers can go to to submit ideas for their schools. As part of
Target’s commitment to wellness,
ideas must be focused on promoting healthy eating, such as planting a
school vegetable garden, or increasing physical activity by equipping
students with a pedometer. In addition, submitted projects need to cost
less than $1,000 to activate and be able to be completed within the
2016/2017 school year. In partnership with, Target will
fund all ideas that meet the program criteria on an ongoing, first-come
basis. The deadline for submissions is Oct. 1, 2016 or until up to $5
million has been awarded.

The program will support students in public school classrooms across the
country from kindergarten to 12th grade. It’s just one
example of Target’s ongoing commitment to giving 5 percent of its
profits back to communities, which today equals more than $4 million a

First Totally Kid-Created Campaign

Target harnessed the talent of kids for its first kid-created marketing
campaign. 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

Target partnered with two non-profit organizations on the campaign,
including 826LA
and Adolescent.
A group of seven kid writers, ages 8-11, developed the story boards for
each television commercial, and three kid directors, ages 13, 15 and 17
oversaw the shoot. On set, Target partnered with a 15 year-old stylist
for creative direction. Girls from the band, L2M, recorded the anthem
song used in the campaign. Seven television commercials ranging from a
pencil drawing of an imaginary world, to new friendships beginning over
a Star Wars lunch box will begin airing on July 17 in local markets.
Target also tapped kid illustrators to create designs that are used in
stores and in digital and social marketing throughout the entire season.

Must-Have Back to School Products and Gear

Just as kids are at the heart of the campaign, they 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
    with top-loading zippers and capacity to hold up to five
    or six books. New this year, all Embark backpacks and lunch kits come
    with a one-year guarantee.
  • Cat
    & Jack
    is an exclusive new line of high-quality, 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. The Yoobi
    x i am OTHER line features backpacks, journals, folders, lunch bags
    and more with a positive message about self-acceptance, individuality
    and motivation to meet one’s potential while giving back to those less
  • 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
    , Star
    and Frozen.
  • Top prints including floral patterns, marble accents and camouflage on
    everything from notebooks to backpacks. Trends also include
    food-inspired designs such as pizza slices or donuts and supplies and
    backpacks adorned with emojis, throwback designs like cassette tapes
    and fun, inspirational quotes.

School List Assist

This year, Target has updated the School
List Assist
tool on to make it even easier for parents to
shop their kids’ lists. Through a partnership with,
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.

About Target:

Minneapolis-based Target Corporation (NYSE: TGT) serves guests at 1,792
stores and at Since 1946, Target has given 5 percent of its
profit to communities, which today equals more than $4 million a week.
For more information, visit
For a behind-the-scenes look at Target, visit
or follow @TargetNews
on Twitter.


Target Public Relations
Angie Thompson, 612-761-4965
Media Hotline, 612-696-3400