Yes. Heyday is Target’s dedicated electronics and tech-accessories brand. Target also owns broader labels—All in Motion and dealworthy—that include electronics in their ranges. These are Target retail brands; their ownership does not mean Target owns the manufacturers of every product or component sold under them.
What is Target’s electronics brand?
Heyday is the clearest answer if you mean a Target label focused on electronics. Target calls it its first Target-designed, exclusive electronics brand. It launched in 2018, and the original announcement described a range of more than 150 tech accessories, including earbuds, headphones, speakers and chargers. That figure describes the launch range, not a current product count. Target’s 2018 launch announcement
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Target’s current brand portfolio continues to feature Heyday among its owned brands. The brand is not limited to the products listed in its launch announcement: for example, Target’s current computer-accessory category includes Heyday desk mats, wrist rests and screen cleaner. Those listings show some current category presence, not that every launch-era product type is available now.
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Which other Target-owned brands include electronics?
Two other Target-owned labels have electronics in wider, multi-category ranges. They are not dedicated electronics brands in the way Heyday is.
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| Brand | Target’s stated scope | What that means for shoppers |
|---|---|---|
| Heyday | Target-designed exclusive electronics brand and tech accessories | Target’s direct answer for a dedicated electronics and accessories label. |
| All in Motion | Active-lifestyle apparel, accessories, sporting goods and electronics | A lifestyle brand with some electronics, rather than a tech-focused label. |
| dealworthy | Everyday basics across apparel and accessories, essentials and beauty, electronics, and home | A value-focused, multi-category brand whose range includes electronics. |
Target introduced dealworthy in February 2024 as a low-price everyday-basics brand. Its official fact sheet describes electronics as one part of its broader assortment. Target’s owned-brand portfolio page describes Heyday and All in Motion, including the latter’s electronics category.
Does Target own the electronics manufacturers?
Not necessarily. “Target-owned brand” means the retail label belongs to Target; it does not establish that Target owns a separate manufacturer that makes each item, nor does it say anything about the origin of every component. The available Target descriptions establish owned-brand status for Heyday, All in Motion and dealworthy. They do not establish that Target owns independent electronics makers such as Apple or Samsung simply because Target may sell their products.
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How significant are Target’s owned brands?
Target’s corporate figures describe the scale of its overall owned-and-exclusive-brand business, not the sales of any one electronics label. Its current brand portfolio page says Target has more than 40 only-at-Target brands, representing approximately one-third of annual sales and generating more than $30 billion annually. Separately, Target’s 2025 annual report says approximately 30 percent of merchandise sales come from owned and exclusive brands. These are different formulations from different Target sources; neither is a Heyday-specific sales figure.
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For current availability, search Target’s site for Heyday and check the product listing and category rather than relying on an old announcement. The launch announcement’s count and product examples describe the 2018 range, not today’s inventory. If researching products on another retailer’s marketplace, verify that a listing exists and who sells it; Target’s brand information alone does not confirm a current listing or authorized-seller status.
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