Target shoppers are flocking to purchase the store’s decorative felt birds, which are highly sought after and often sell out quickly. These fabric figurines are released during different seasons and holidays and are popular among collectors who go to great lengths to acquire them. The birds have become a trend similar to the Beanie Baby craze of the ’90s and have a dedicated fan base that includes thousands of members in Facebook groups and active participants on Reddit and TikTok. The birds are often resold at a high price through online platforms like eBay due to their popularity and limited availability.
Collectors like Theresa Hoffman and Megan Frantz have amassed large collections of the Target birds, with some individuals owning over 100 of the figurines. The birds are not only collected but also creatively displayed and even customized to resemble famous figures such as Taylor Swift or Dwayne “The Flock” Johnson. Target’s release of a celebrity lookalike bird earlier this year went viral and quickly sold out, further fueling the frenzy surrounding these fabric critters. Some fans have gone to extreme lengths to show their dedication to the collection, with one person even getting a tattoo of one of the birds on their leg.
Despite the birds’ popularity, there has been some controversy surrounding recent releases, particularly the new Halloween birds that lack their signature beaks. This design choice, which has been dubbed “mouthgate,” has disappointed some collectors who feel that the birds are not as cute without their beaks. Despite these critiques, the new models of the birds continue to sell out online. The birds have become an educational tool in some settings, with one teacher using them in her classroom and organizing “bird watching” expeditions with colleagues to find new additions to her collection.
Target executives have recognized the success and appeal of the felt birds, attributing it to the creativity and playfulness of their in-house design team. The popularity of the birds has led to anticipation for new collections that are expected to be released later in the year. The craze for the birds has spread to workplaces and social circles, with many individuals introducing others to the collection and eagerly awaiting the release of new models. The success of the bird collection highlights the impact of limited releases, exclusivity, and social media in driving consumer interest and creating a dedicated fan base for a niche product like the Target felt birds.
