overview

Bullseye’s Top Toys are a nationally recognized seasonal moment across every Target store. We spotlighted the four biggest toy bets of the season, designing a distinct, immersive AR experience for each within a shared Holiday virtual wonderland. Beyond the hero games, guests discovered additional playful interactions that encouraged exploration and delight. The experience delivered measurable impact, driving a 25% lift in sales and increasing click-to-buy engagement through direct links to Bullseye’s Top Toys list.

In-Store Activation

Access to the AR experience was seamlessly integrated in-store through highly visible QR codes, making discovery effortless for guests. The program extended into festive Holiday activations where guests could sample product, including the exclusive Favorite Day gingerbread house collection, the most expansive assortment in the category. We piloted these experiences across three major markets (Minneapolis, Houston, and Atlanta), activating five stores per market. In total, 15 stores delivered a layered experience that combined product sampling with immersive AR engagement, driving both participation and delight.