Object Details
- Description
- This is a white plush toy dog represents an English Bull Terrier named Arielle. Arielle quickly became popular among Target customers when introduced in 1999 by the Target Corporation in their advertising campaigns. The dog has a red bullseye, the Target logo, circling one of its eyes and has a red collar and red ears.
- In 1902, George Draper Dayton purchased the Reuben Simon Goodfellow Company and started the Dayton Dry Goods Company, changing the name in 1911 to the Dayton Company. By the 1920s, he had a built a multi-million dollar business. In the 1960s, a senior executive for the company started developing the concept of an upscale discount retailer, which would later be named “Target.” The first Target store opened in 1962 in Roseville, Minnesota. Four stores opened that year and the company posted losses for the first few years. By 1965, the stores started turning a profit and ushered in an era of expansion of the Target concept. As of 2014, Target stores can be found in 49 states as well as Canada with Vermont being the lone holdout.
- Spokes characters became the face of national brands, beginning in the 1890s. By the 20th century, they pitched all kinds of products and asked consumers to buy based on emotion. Manufacturers and advertisers created characters to give products friendly faces, connect with consumers through humor, reach younger audiences, and build brand loyalty. Many of these characters became so popular that the parent companies gave them as premiums and made them into licensed products. A few even got their own comic strips, games, and, later, television shows.
- Credit Line
- Gift of Target Corporation
- ID Number
- 2014.0062.01
- accession number
- 2014.0062
- catalog number
- 2014.0062.01
- Object Name
- toy
- Physical Description
- fabric (overall material)
- Measurements
- overall: 6 in x 7 in x 7 1/2 in; 15.24 cm x 17.78 cm x 19.05 cm
- See more items in
- Work and Industry: Retail and Marketing
- Advertising
- American Enterprise
- Exhibition
- American Enterprise
- Exhibition Location
- National Museum of American History
- National Museum of American History
- Record ID
- nmah_1461440
- Metadata Usage (text)
- CC0
- GUID (Link to Original Record)
- http://n2t.net/ark:/65665/ng49ca746ae-0d21-704b-e053-15f76fa0b4fa
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As an avid enthusiast with an in-depth understanding of retail history, particularly in the context of iconic brands like Target, I bring a wealth of knowledge to shed light on the fascinating story behind the white plush toy dog representing an English Bull Terrier named Arielle. My expertise extends beyond the mere details of the object, encompassing the intricate history of the Target Corporation and its evolution into a retail giant.
The plush toy's significance lies in its representation of Arielle, a mascot introduced by Target Corporation in 1999 for their advertising campaigns. This move proved highly successful, capturing the attention and affection of Target customers. The white plush dog features a distinctive red bullseye, the Target logo, encircling one of its eyes, along with a red collar and red ears.
To truly appreciate the cultural and corporate context of Arielle, we must delve into the roots of Target Corporation. Founded in 1902 when George Draper Dayton acquired the Reuben Simon Goodfellow Company, it initially operated as the Dayton Dry Goods Company. The company underwent a name change to the Dayton Company in 1911, and by the 1920s, it had transformed into a multi-million dollar business.
The pivotal turning point for Target came in the 1960s when a senior executive conceptualized an upscale discount retail model. This vision materialized with the opening of the first Target store in 1962 in Roseville, Minnesota. Although the initial years saw financial losses, by 1965, the stores began turning a profit, marking the beginning of Target's expansion.
Target's success is not just about retail strategy but also about effective branding and marketing. The use of spokes characters, a concept dating back to the 1890s, became integral to national brands. These characters served to humanize products, fostering emotional connections with consumers. By the 20th century, characters were used across various media to pitch products, targeting younger audiences and building brand loyalty.
The significance of the plush toy dog becomes clearer within this historical narrative. Arielle is not just a mascot; it's a representation of Target's journey from a local business to a national and international retail giant. The red bullseye on the toy dog is not just a logo; it's a symbol of Target's success in hitting the mark with consumers.
In conclusion, the white plush toy dog is more than a mere object; it's a tangible manifestation of Target's brand history and its ability to connect with consumers through effective marketing strategies. The Target Corporation's evolution from a regional entity to a global retail powerhouse is a testament to the enduring impact of innovative branding and marketing practices.
