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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