Target planning to cut number of toys it sells ‘in half’
US retailer Target is planning to scale back stock of product ranges including sporting goods, electronics and toys.
The company’s annual financial community meeting took place in Minneapolis earlier this week, and saw newly-minted CEO Michael Fiddelke outline plans to ‘elevate every experience’, reports the Minnesota Star Tribune. Part of that strategy – which is intended to arrest a three-year slump in sales – will involve a greater focus on baby care and groceries, and a move away from being ‘an everything store’.
Toys are among the product ranges on the chopping block in that scenario, but even if it scales back its LEGO selection, it doesn’t sound like Target will stop stocking sets altogether. The chain’s SVP of ‘Fun 101’ Cassandra Jones says electronics, toys and sporting goods will simply be ‘more thoughtfully merchandised with a point of view’, the Star Tribune reports, giving an example of sports jerseys being displayed alongside other sportswear and water bottles.
Target’s online store currently has 32 pages of LEGO sets to browse through, with bestsellers including the Botanicals range and Collectible Minifigures. There’s a pretty vast selection all told, from brand new March 2026 releases to 18+ sets, and obviously more than you’d expect to see on shelves in store. There’s no word yet on whether Target’s online ranges will be affected alongside its in-store portfolio.
It’s also not clear whether LEGO sets will be among the toys facing cutbacks in store, or whether the focus will be on other brands. The implication either way is that shoppers aren’t necessarily going to Target to buy toys – but does that chime with your experience? Let us know in the comments if you regularly shop for LEGO products from Target.
For its part, the LEGO Group’s relationship with Target seems to be pretty healthy. The two brands have joined forces for a string of LEGO Ideas products, including the newly-released 21376 Orange Cat, which in the US is available exclusively at LEGO.com, in LEGO Stores and at Target.
Featured image: Mike Mozart, via CC BY 2.0
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This sucks! It’s bad enough that it’s almost impossible to find a toy store like the ones I remember thanks to the GOP, but now I won’t even be able to buy dolls or Barbie in person anymore. It’s not fair! Michael Fiddelke is obviously a f***ing Republican! Every time I go to Target I buy at least 1 doll or toy, as well as whatever I went there to buy. It’s my little victory over my abusive, Republican mother and stepfather. I boycotted Walmart after they went anti-woke so that’s no longer an option.
If you’re boycotting people for political parties, does that extend to actual countries like China that are known for their human rights violations? I’m assuming you’re typing this on an iPhone…
Same here only with me it’s Legos. I buy more sets than I have time to put together. When toys r us closed I though I would be forced online. The mall Lego stores are totally msrp with very few sales a year and frankly a smaller section than target has anyway! Going to the Lego section is always my fav part of going to target! This is super sucky
As a toy collector my trips to Target are mainly for toys. I’d say about 90% if my trips to Target are for toys. I rarely buy other products at Target. Not saying I don’t buy other things there but it’s mainly for toys. If Target cuts its toy selling my trips to Target will virtually stop. I’ll see what they do and see what the stop carrying.
I’d say thus is a bad decision from the New CEO. Some adults are blind to toys and toy sales. They don’t get it or understand it thinking it’s a frivolous thing for kids that don’t really matter. However toy sales are a huge part of the economy whether you understand it or not. In a world with absolutely no dedicated Toy Stores in America any more shrinking your toy sales is a bad idea. Come Christmas time Target may realize the importance of toy sales.
I only bought the minifigures at Target so I could scan the boxes to get the whole set. I buy Lego sets from Lego online to get rewards/free gifts.
I purchase most of my Lego and toys at Target. I visit daily. This post is sad news.
I literally got a Target credit card just to buy lego there. They typically have some of the best sales and prices and that extra 5% off is nice.
I used to buy smaller Lego sets and polybags at Target but stopped shopping there a year ago because they seemed to stop caring about all their customers. The once well-organized and stocked stores look meager and junky now, and the food they seem to be emphasizing is all highly processed, shelf-stable fare. I don’t know who their new direction is meant to appeal to. Would hate to see this venerable chain fail, but they made a lot of mistakes.
This is a terrible idea from Target and I’ve bought most of my sets from them. 5% off with my Target Red Card and I usually have plenty of gift cards too. They also have most sets available online and they consistently have sales (much better deals than Lego.com).
LEGO is almost the entire toy section at most of the smaller Targets near me, so that’ll be interesting… What I am sad about is that this means I probably won’t have my “summer parts restock” where I find tons of sets for 70% off at the larger Targets nearby….
Chiming in. I’ve have not purchased a LEGO set from Target (nor Walmart) other than an impulse polybag at checkout in 13+ years. All My purchases have been from LBR or LEGO online.