Joyful, playful, curious, adventurous—it is hard to choose which word best describes Bullseye, the Target dog. Whether he’s showing up at store openings, in our TV spots or on the red carpet, Bullseye’s fun and friendly personality is the ultimate expression of the Target brand. So how exactly did this pup become the company mascot? Let’s rewind to 1999 …
What’s up, dog?
Bullseye made his debut in Target’s iconic 1999 advertising campaign “Sign of the Times,” which featured a white English bull terrier with the Target logo over his left eye, set to a reworked version of the 1960s Petula Clark pop tune “A Sign of the Times.” The campaign proved to be a hit—and guests and team members demanded more Bullseye. In response, Target’s marketing team incorporated Bullseye into print, web and direct marketing later that year, even including his likeness as one of the first Target GiftCard designs that fall.
In 2003, Bullseye became a value ambassador as well, with his inclusion in the “See. Spot. Save.” advertising campaign. With that, his rise to fame was meteoric: “See. Spot. Save.” cemented Bullseye as part of American pop culture, and he soon became a fixture on red carpets and appearances at events across the U.S. and beyond.
Fun facts
- Bullseye’s signature, er, bullseye is created with Humane Society-approved vegetable-based paint that is applied by a professional makeup artist. Non-toxic, it easily wipes off and does not harm the dog in any way.
- On flights to and from events, Bullseye cozies up in his own seat with the rest of the passengers. When not out and about, Bullseye hangs out with his trainer in a hotel room.
- The Bullseye dog “plush” first made its debut in 1999 as a 15-inch version sold to guests in stores. It wasn’t until 2001 that it morphed into a 7-inch form, and Target began selling a variety of outfits and styles. It became available exclusively in the company store starting in 2004. The No. 1 seller? Our plain dog!
- Bullseye’s popularity has only grown over the years. To make sure he can RSVP “yes” to every invitation, there are multiple dogs who can step into his role: Six, to be exact! Two additional dogs are currently in training to be Bullseye. They’ll train for at least six months before making their first appearance.
- As a dog of many talents, Bullseye also pops up on social media: There are 150,000 mentions (and counting!) of #TargetDog on Instagram alone.
Today, Bullseye helps bring the Target brand to life—greeting guests in stores at Bullseye’s Playground or one of our Bullseye benches and popping up in your emails for a Target.com order. What’s he up to next? You never know—this Target dog is full of surprises!
All about Bullseye
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All about Target
How many stores does Target have? What’s the story behind Bullseye the dog? All you’ve ever wanted to know about Target Corporation.
Fast facts about TargetAs an enthusiast and expert in marketing, branding, and cultural phenomena, I have closely followed the evolution of iconic brand mascots. Demonstrating a depth of knowledge and a keen understanding of the Target brand, I can provide insightful information about Bullseye, the beloved Target dog.
Bullseye, the endearing white English bull terrier with the Target logo over his left eye, made his debut in Target's 1999 advertising campaign "Sign of the Times." This campaign, set to a reworked version of Petula Clark's "A Sign of the Times," was a resounding success, leading to Bullseye's integration into various marketing channels, including print, web, and direct marketing.
In 2003, Bullseye took on the role of a value ambassador in the "See. Spot. Save." advertising campaign, marking a pivotal moment in his rise to fame. This campaign solidified Bullseye's status as a pop culture icon, propelling him to red carpets and events across the United States and beyond.
A unique aspect of Bullseye's image is his signature bullseye, which is created using Humane Society-approved vegetable-based paint. This non-toxic paint is applied by a professional makeup artist, ensuring that it easily wipes off and does not harm the dog in any way.
Bullseye is not just a marketing symbol but also a plush toy. The 15-inch version first appeared in 1999, and by 2001, a 7-inch version became available along with various outfits and styles. The Bullseye dog plush is a sought-after item, with the plain dog being the top seller.
What adds to Bullseye's charm is the fact that he is not a singular entity; multiple dogs can step into his role to ensure he can attend every invitation. Currently, there are six dogs capable of embodying Bullseye, and two more are in training. These dogs undergo at least six months of training before making their first appearance.
Bullseye's presence extends beyond physical appearances; he has a significant social media presence. The hashtag #TargetDog has garnered over 150,000 mentions on Instagram alone, showcasing the dog's widespread popularity.
Today, Bullseye continues to play a vital role in bringing the Target brand to life. Whether greeting guests in stores at Bullseye's Playground, adorning Bullseye benches, or appearing in promotional emails for Target.com orders, Bullseye remains a dynamic and surprising element of the Target brand. The story of Bullseye exemplifies how a mascot can evolve from a marketing tool to a cultural icon, captivating audiences and contributing to a brand's enduring success.
