Quick Facts

• Target’s Roller Rabbit collaboration generated $6 million in sales during the first hour, selling 5,000 items per minute online
• Family pajamas nearly sold out in the first 30 minutes, outperforming forecasts across every category
• The 250+ item collection launched March 7 with nearly 80% priced at $35 and under, starting at $3

Target’s collaboration with pajama brand Roller Rabbit achieved extraordinary first-hour performance on March 7, generating approximately $6 million in sales within 60 minutes. The partnership moved 5,000 items per minute online at nearly $100,000 in sales per minute.

Family pajamas proved the top seller, nearly selling out in just 30 minutes. The collection outperformed forecast expectations across every category, spanning more than 250 items with nearly 80% priced at $35 and under.

“Partnering with a beloved, social-first brand like Roller Rabbit is exactly the kind of unexpected delight our guests crave,” said Gigi Guerra, vice president of creative curation at Target. “Gen Z wants to feel a part of something, and these are moments where it’s brands they love.”

The assortment included Roller Rabbit’s signature pajamas in monkey and colorful hearts prints, plus new categories like pool floats and luggage. Target also created Roller Rabbit-branded products from other Target brands, including Poppi soda cans and Olive & June press-on nails.

For Roller Rabbit, the collaboration represents a major strategic shift. The brand exited wholesale in 2022, losing partners like Nordstrom and Bloomingdale’s. CEO Ed Bertouch called the Target partnership “one of our largest retail partnerships to date” after two years of development.

“It’s an expensive pajama for the right reasons, but there are a whole lot of people who love the brand and don’t want to spend that much money,” Bertouch said. Regular Roller Rabbit pajama sets sell for $138-$148, while Target versions sold for $40.

The collaboration comes as Target focuses on democratizing design through partnerships. The retailer plans a $1 billion operating investment in 2026 for store improvements, though sales fell 1.7% to $104.8 billion in the most recent fiscal year.

Social media drove significant buzz, with TikTokers comparing original and Target versions, sharing hauls, and filming crowds of shoppers. Despite cold weather, 12 people waited when stores opened at 7:30 a.m., growing to nearly 30 shoppers within 20 minutes.

The success follows Target’s 2022 collaboration with Stoney Clover Lane, which generated similar Gen Z enthusiasm. Both partnerships demonstrate Target’s strategy to court younger consumers through culturally relevant brands while providing emerging labels with unprecedented scale.

Read more: Target’s Roller Rabbit collab did $6 million in first-hour sales, won over Gen Z