Case Study: Target Haulathon 2025
Opportunity
Support Kidrobot’s participation in Target Haulathon, a multi-month global collector event featuring first-to-market exclusive launches across collectibles and plush.
The opportunity was to:
create stronger storytelling around licensed IP launches
support Target-exclusive product positioning before wider retail release
coordinate launch timing across multiple products and marketing channels
increase visibility and engagement throughout the event rollout
Solution
Led launch coordination and licensed IP storytelling support for Kidrobot’s Haulathon campaign featuring 9 exclusive product launches across collectibles and plush.
Worked cross-functionally with marketing, creative, and retail teams to build launch timelines and create cohesive campaign assets supporting weekly product drops from April through May.
Key contributions included:
Developed launch storytelling and product positioning for Target-exclusive releases
Created video content for Target.com highlighting product features, behind-the-scenes details, and collector-focused storytelling
Coordinated marketing rollout timing across social, web, and email channels
Partnered with design teams to develop campaign assets supporting weekly launches
Supported licensed IP launches featuring Hello Kitty®, Sonic the Hedgehog, Garfield, and other major entertainment properties
Approach
Built Retail-Focused Product Storytelling
Created content designed to balance collectible fandom with accessible product storytelling that supported both retailer visibility and consumer engagement.
Coordinated Multi-Channel Launch Rollouts
Worked closely with marketing and design teams to align launch timelines, weekly drops, campaign assets, retailer deliverables, and licensed IP support across multiple product launches.
Strengthened Licensed IP Visibility
Developed launch content and campaign support highlighting product details, character storytelling, and collector appeal across multiple entertainment properties while coordinating collaborative social support with licensors and retail partners.
Supported Exclusive Retail Positioning
Helped reinforce the “first-to-market” exclusivity of Haulathon through launch sequencing, coordinated storytelling, and timed campaign support throughout the event rollout.
Results / Impact
Supported launch of 8 first-to-market Target-exclusive products during Haulathon
Helped maintain cohesive storytelling and campaign consistency across weekly product drops
Increased licensed IP visibility across retail, digital, and social channels
Secured collaborative social support from licensors and Target that generated strong fan engagement across launch posts
Successfully coordinated cross-functional teams across marketing, creative, licensors, and retail launch execution
Contributed to a high-profile global collector event spanning April through May across Target stores, Target.com, and Haulathon.com
