Target’s new limited-time partnership is with cult-fave Gen Z brand Roller Rabbit
Target Corp. is teaming up with an upscale lifestyle brand known for its signature sleepwear, joyful prints and whimsical characters.
The retailer’s newest exclusive, limited-time design collaboration is with Roller Rabbit, which operates 12 stores and has a growing presence on TikTok. The collection of more than 250 items will launch March 7 online and in most Target stores, with in-store exclusives that include “mystery boxes.”
The "Roller Rabbit x Target" assortment spans multiple categories, and will introduce the brand’s expansion into luggage and outdoor items. Nearly 80% of the collection is $35 and under, with items starting at $3.
The assortment includes a full “mix‑and-match” Roller Rabbit universe, featuring women's, men's, kids' and baby apparel, home and entertaining essentials, travel gear, beauty and more. It includes extended sizing and adaptive styles.
In-store exclusives include "first‑of‑its‑kind” mystery boxes with keychains, compact mirrors or a sleep mask/scrunchie set in assorted Roller Rabbit prints. A women's sleepwear set in an exclusive, limited‑edition multicolored geo heart pattern — one of Roller Rabbit's most iconic prints — will also be available in stores..
"Partnering with a beloved, social‑first brand like Roller Rabbit is exactly the kind of unexpected delight our guests crave," said Gigi Guerra, VP, creative curation, Target. "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."
Target said its design team worked closely with Roller Rabbit to merge the brand's optimistic, print-driven looks with Target's approachable design sensibility. The collaboration includes the introduction of an exclusive Target x Roller Rabbit print, inspired by the spirit of spring adventure and road trips.
"This collaboration has been two years in the making. It marks a major milestone for Roller Rabbit and represents one of our largest retail partnerships to date," said Ed Bertouch, CEO of Roller Rabbit. "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."
