The Roller Rabbit x Target collab broke the internet on March 7, 2026. There has not been a collab like this since the Lilly Pulitzer collab in 2015. To kick off the partnership, social media, mostly TikTok, brought a lot of attention to the drop. Norah Mercer (10) could not wait for March 7th, the moment she saw all of the TikTok videos.
“I was super excited when I saw the Roller Rabbit x Target collection and wanted to go right away,” Mercer said.
Target announced that the drop would take place on March 7th in stores, and if shoppers wanted to beat the clock, then they could wake up at 3 am for the online product launch. The consumers who shopped at home had to fight to order the pajamas and the “hot items.” The 3 am drop was just as chaotic as the in-store launch. Many customers would go to checkout and realize that everything that they wanted had just sold out in minutes.
Target advertised that if you were one of the first 60 people in the store, then you would receive a bag for your shopping. Many influencers did a vlog on TikTok about how the collaboration went. In those videos, it showed huge lines with people waiting for the doors to open at 8 am. When Target opened its doors, shoppers would race to the roller rabbit section. With the snatching of clothing items and the awe of the cuteness of the collection, many left Target with half of their wishlist. Alayna Tramell (10) was lucky enough to get the items she wanted most.
“I got to Target around 7:50 am, and I was lucky to still claim a spot out of the 60 people that were there. Once they opened the doors, I ended up buying a heart sweatshirt and pajamas,” Tramell said.
Everyone’s attention was concentrated on the pajamas, specifically the monkey pajamas. Roller Rabbit’s brand is focused on pj’s and their known print of monkeys. So, everyone was ecstatic about being able to get their dream pajamas at Target’s price.
“What caught my eye right away was the monkey pajamas; I loved how cute they were with the sea life animals,” Mercer said.
Tramell also wished to get the monkey pajamas, but once she got into the store, all of the pajama sets were all gone. Most people who went to the collab were resellers. So, people bought the pajamas in bulk so they could resell them for a higher price on apps like Facebook Marketplace, Wish, and Etsy. This made it harder for shoppers who really wanted the collection to be able to get what they wanted.
The Roller Rabbit x Target collab will be talked about for years to come, just like the Lilly Pulitzer collab has been spoken about. The drop consisted of pj’s, clothing items, accessories, and activity items. The collaboration was perfect for all ages and was well thought out. This arrangement of accessories and activity items showed familiarity with Target, while the pajamas and clothes represented Roller Rabbit. The purpose of this drop was to let people who have always wanted any Roller Rabbit merchandise be able to buy it at Target’s prices. This collaboration was the highlight of consumers’ March.
https://www.target.com/c/roller-rabbit-x-target/-/N-srwkp?type=products
