Target Launches Robotic Toy Gift Card

The retailer’s new “Hexapillar” gift card features a robotic caterpillar that becomes a butterfly that can actually fly.

Target Corporation just added a feather to its innovation cap.

The Minneapolis-based retailer just introduced a combination gift card and toy. The “Hexapillar” gift card features a small robotic caterpillar that transforms into a butterfly and can actually fly.

The item was the result of a creative collaboration between the design teams at Target and Hexbug, a brand of micro-robotic creatures that’s developed and distributed by Greenville, Texas-based Innovation First Labs, Inc. Hexbug won the 2012 Specialty Toy of the Year award from the Toy Industry Association—and its toys are designed to teach kids about the science of robots.

The gift card hit Target stores last week and will be available in the stationery, toys, and electronics departments until the end of the year.

To learn more about the gift card, see concept sketches, and read a brief Q&A with Innovation First Labs President Chris Troyak, click here.

Target is Minnesota’s second-largest public company based on revenue, which totaled $68.5 billion in its fiscal year that ended in January. It operates 1,763 stores in the United States and plans to expand into Canada next year.