If turning customers into walking advertisements were a competition, Target might take the crown.
The retailer is known for cleverly branding its products with its iconic bullseye logo to promote its brand, releasing anything from mugs and shirts to toys and snacks.
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Over the years, Target has also leaned heavily into creating themed, limited-edition holiday merchandise such as Christmas ornaments, summer totes, and coordinating family Halloween costumes, all showcasing the brand.
So, it’s no surprise that Target has launched a new 2025 Halloween trick-or-treat basket. However, this isn’t your average candy carrier because it features the Target bullseye dog, and it’s quickly becoming a fan favorite.
Related: Target thinks cheap prices can help it win Halloween
And that’s not all. Target (TGT) also released an entire line of matching Halloween gear, including a bullseye dog Halloween costume for kids and toddlers, which the company says is one of the season’s top sellers.
There’s even a bullseye-themed semi-truck costume for kids and a pet costume featuring a Target delivery driver.
While some might wonder why shoppers would choose a branded basket over a generic one, the demand speaks for itself, so much so that even other retailers want in.
Walmart is selling Target’s new Bullseye Dog Trick or Treat Basket
As the world’s largest retailer, Walmart has surprisingly avoided launching its own seasonal merchandise, but that hasn’t stopped it from capitalizing on Target’s Halloween popularity.
A third-party seller named Norkstella is currently offering the Target Bullseye Dog Trick or Treat Basket on Walmart’s online marketplace. The listing uses the same name and product description seen on Target’s website, and in a surprising twist, the item is even priced at $14.99, one cent cheaper than Target’s $15.
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Because it’s a third-party listing, Walmart isn’t directly selling the item, yet it still earns a cut from the sale. This clever loophole allows Walmart to benefit from Target’s popularity without technically stepping on its toes.
Still, this move doesn’t entirely prevent backlash from its rival.
Walmart’s third-party marketplace is a lucrative business
Walmart (WMT) introduced its third-party marketplace in 2009 to expand its online product assortment and compete with e-commerce giants like Amazon (AMZN) . The platform allows independent sellers to list their products on Walmart’s website, giving them access to its vast customer base and trusted brand reputation.
Since then, Walmart’s marketplace has grown immensely. Active sellers have increased 30% year over year, surpassing 200,000 by 2025 and adding half a billion items to its digital shelves.
The marketplace has also become a key driver of Walmart’s digital growth. It helps the retailer reach new customers, diversify revenue streams, and offer a wider range of products.
However, managing a third-party marketplace comes with its risks. Third-party sellers can create inconsistencies in product quality, fulfillment, and compliance, which can reflect poorly on a company and damage its reputation if not managed carefully. Walmart has faced its fair share of controversies regarding this issue, including the fake Birkin bag incident.
Still, Walmart’s marketplace remains a lucrative business. In the first quarter of fiscal 2026, its global e-commerce sales were up 22%, driven by store-fulfilled pickup and delivery, as well as marketplace growth. In 2024, the marketplace contributed to 45% of Walmart U.S.’s revenue.
Related: Walmart makes exclusive deal with major brand to compete with rivals
