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Target's Fun-Forward Hardlines Strategy Creates a New Category Winner
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Key Takeaways
Target's Fun 101 repositions Hardlines as fun-forward, culture-driven destinations.
TGT delivered nearly 10% toy comp growth and double-digit gains in music and games.
Target uses AI trend tools to speed assortments and scale Fun 101 nationwide.
Target Corporation’s (TGT - Free Report) fun-forward Hardlines transformation is emerging as one of the company’s most effective discretionary growth levers, repositioning a historically functional category into a culturally relevant traffic driver. Rebranded as Fun 101, the strategy focuses on toys, gaming, music, collectibles and sporting goods, infusing these categories with trend-led design, pop culture relevance and exclusive assortments to reignite guest excitement.
Management has emphasized that Fun 101 is not simply a reset but a structural reinvention of Hardlines. The strategy prioritizes “only-at-Target” differentiation, faster trend response and stronger storytelling, allowing Target to compete on inspiration rather than price alone. By treating Hardlines as entertainment and lifestyle destinations, the company is strengthening its merchandising authority in categories where emotional engagement drives purchase behavior.
Performance data validates the approach. In the third quarter of fiscal 2025, Fun 101 delivered another quarter of growth, led by nearly 10% comparable sales growth in toys and double-digit increases in music and video games. These gains stood out against broader discretionary softness, confirming Fun 101 as one of the few consistent growth engines within Target’s non-essential portfolio.
Technology is accelerating execution. AI-enabled tools, including real-time trend analytics and the internal “Target Trend Brain,” help merchants track cultural moments, social media trends and emerging consumer interests. This allows teams to react faster, shorten product cycles and continually refresh assortments to maintain relevance.
Looking ahead, Target plans to expand Fun 101 through additional in-store transformations and broader national scaling. With further investments planned for 2026, management views Fun 101 as a long-term category winner — one that blends creativity, speed and cultural insight to drive traffic, differentiation and profitable growth as discretionary demand recovers.
WMT & BBY’s Digital Strategy as TGT Expands AI Initiative
Walmart Inc. (WMT - Free Report) advanced its Digital initiatives to deliver more personalized, multi-modal and contextual app experiences in the third quarter of fiscal 2026. Walmart is also using AI to improve software development, where more than 40% of new code is now AI-generated or AI-assisted, and to help associates build skills through OpenAI certifications and ChatGPT Enterprise access. Moreover, Walmart is leveraging a partnership with OpenAI so customers can purchase items directly through ChatGPT, making shopping more seamless and connected across channels.
Best Buy Co., Inc. (BBY - Free Report) advanced its digital initiatives in the third quarter of fiscal 2026 by driving app use, expanding personalization and improving online experiences, including enhanced TV shopping and faster delivery options. The company also strengthened its new online marketplace with over 1,000 sellers and 11X more SKUs, while Best Buy continued boosting fulfillment efficiency and return convenience to elevate the omnichannel journey. These enhancements reinforced Best Buy’s position as a leading tech-focused omnichannel retailer.
Target’s Price Performance, Valuation & Estimates
TGT stock has gained 2.7% in the past six months compared with the industry’s growth of 3.1%.
Image Source: Zacks Investment Research
Target’s forward 12-month price-to-earnings ratio of 12.71 reflects a lower valuation than the industry’s average of 29.83. TGT has a Value Score of D.
Image Source: Zacks Investment Research
The Zacks Consensus Estimate for TGT’s fiscal 2025 earnings implies a year-over-year decline of 17.7%, while the same for fiscal 2026 indicates growth of 6%. Earnings estimates for fiscal 2025 and 2026 have gone southbound by 8 cents and 30 cents per share, respectively, in the past 30 days.
Image: Bigstock
Target's Fun-Forward Hardlines Strategy Creates a New Category Winner
Key Takeaways
Target Corporation’s (TGT - Free Report) fun-forward Hardlines transformation is emerging as one of the company’s most effective discretionary growth levers, repositioning a historically functional category into a culturally relevant traffic driver. Rebranded as Fun 101, the strategy focuses on toys, gaming, music, collectibles and sporting goods, infusing these categories with trend-led design, pop culture relevance and exclusive assortments to reignite guest excitement.
Management has emphasized that Fun 101 is not simply a reset but a structural reinvention of Hardlines. The strategy prioritizes “only-at-Target” differentiation, faster trend response and stronger storytelling, allowing Target to compete on inspiration rather than price alone. By treating Hardlines as entertainment and lifestyle destinations, the company is strengthening its merchandising authority in categories where emotional engagement drives purchase behavior.
Performance data validates the approach. In the third quarter of fiscal 2025, Fun 101 delivered another quarter of growth, led by nearly 10% comparable sales growth in toys and double-digit increases in music and video games. These gains stood out against broader discretionary softness, confirming Fun 101 as one of the few consistent growth engines within Target’s non-essential portfolio.
Technology is accelerating execution. AI-enabled tools, including real-time trend analytics and the internal “Target Trend Brain,” help merchants track cultural moments, social media trends and emerging consumer interests. This allows teams to react faster, shorten product cycles and continually refresh assortments to maintain relevance.
Looking ahead, Target plans to expand Fun 101 through additional in-store transformations and broader national scaling. With further investments planned for 2026, management views Fun 101 as a long-term category winner — one that blends creativity, speed and cultural insight to drive traffic, differentiation and profitable growth as discretionary demand recovers.
WMT & BBY’s Digital Strategy as TGT Expands AI Initiative
Walmart Inc. (WMT - Free Report) advanced its Digital initiatives to deliver more personalized, multi-modal and contextual app experiences in the third quarter of fiscal 2026. Walmart is also using AI to improve software development, where more than 40% of new code is now AI-generated or AI-assisted, and to help associates build skills through OpenAI certifications and ChatGPT Enterprise access. Moreover, Walmart is leveraging a partnership with OpenAI so customers can purchase items directly through ChatGPT, making shopping more seamless and connected across channels.
Best Buy Co., Inc. (BBY - Free Report) advanced its digital initiatives in the third quarter of fiscal 2026 by driving app use, expanding personalization and improving online experiences, including enhanced TV shopping and faster delivery options. The company also strengthened its new online marketplace with over 1,000 sellers and 11X more SKUs, while Best Buy continued boosting fulfillment efficiency and return convenience to elevate the omnichannel journey. These enhancements reinforced Best Buy’s position as a leading tech-focused omnichannel retailer.
Target’s Price Performance, Valuation & Estimates
TGT stock has gained 2.7% in the past six months compared with the industry’s growth of 3.1%.
Image Source: Zacks Investment Research
Target’s forward 12-month price-to-earnings ratio of 12.71 reflects a lower valuation than the industry’s average of 29.83. TGT has a Value Score of D.
Image Source: Zacks Investment Research
The Zacks Consensus Estimate for TGT’s fiscal 2025 earnings implies a year-over-year decline of 17.7%, while the same for fiscal 2026 indicates growth of 6%. Earnings estimates for fiscal 2025 and 2026 have gone southbound by 8 cents and 30 cents per share, respectively, in the past 30 days.
Image Source: Zacks Investment Research
Target currently carries a Zacks Rank #3 (Hold). You can see the complete list of today’s Zacks #1 Rank (Strong Buy) stocks here.