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Product lines and partnershipsEdit
Target has many exclusive deals with various designers and name brands, including Finnish design company
Marimekko; architect
Michael Graves; athletic wear company
Converse; Italian fashion label
Fiorucci; fashion designers
Lilly Pulitzer,
Liz Lange,
Mossimo Giannulli, and
Isaac Mizrahi, among others. To further increase their fashion profile, Target also created its fashion-forward
Go International line, which hires famous designers to design collections available only for a few months.
[129]
Target, after hiring architect Michael Graves to design the scaffolding used to renovate the
Washington Monument and contributing $6 million USD to the restoration plan, introduced its first designer line of products in 1999, the Michael Graves Collection of housewares and home decor products.
[129] Walmart and
Kmart have followed Target's lead by signing exclusive designers to their stores as well. Target also partners with well-established national brands to create exclusive collections for its stores.
[129]
Target also signed an exclusive deal with
Food Network to sell VHS tapes of TV shows featuring popular chefs such as
Alton Brown,
Paula Deen, and
Rachael Ray.[
when?][
citation needed]
In 2005, Target introduced a major revision of
prescription bottles, which it calls the
ClearRx system. The redesigned bottles are color-coded, flattened-out and turned upside down, providing more room for the label. This system was based on the patent
[130] by student Deborah Adler and was named one of TIME's "Most Amazing Inventions of 2005".
[131]
Sometimes manufacturers will create red-colored items exclusively for Target. In 2002,
Nintendo produced a red
special edition variant of the
Game Boy Advance, which featured the Target logo above the screen.
[132]
In 2005,
IFC began a partnership with Target to promote a selection of independent films, both in Target stores and on IFC Monday nights at 9:00 pm Eastern. Originally titled IFC Cinema Red, the promotion was rebranded on-air as The Spotlight in 2007. The in-store headers refer to the selected titles as IFC Indies – Independent films chosen for Target by the Independent Film Channel.
[133]
In 2016, Target began to enforce
gender neutrality in its marketing of toys, and no longer explicitly listed specific toys as being for "boys" or "girls". This practice was expanded with the February 2016 launch of a new children's decor line, Pillowfort, which will replace its Circo brand and feature more gender-neutral designs and color schemes.
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