Who Is the Target Dog? Everything You Need to Know About the Target Mascot

The pup-arazzi aren't the only ones completely going mutts over the Target mascot.

Target has it all. From food and household essentials to clothes and toys, there are seemingly a million things you should be buying at Target. They have become a beloved retail chain even with those mysterious big red spheres outside. Plus, they have the cutest (and furriest) mascot around but don’t tell Tony the Tiger or the Pringles man. The Target mascot is easily recognizable as the little white dog with the red rings around its eye, but most people don’t know very much about the Target dog, despite how often they frequent Target.

What is the Target dog’s name?

Everyone, meet Bullseye. The name is definitely fitting considering the Target logo of, well, a target. Bullseye is the official mascot of the Target Corporation and has been used in various marketing campaigns and commercials throughout the years. It’s also important to note that little Bullseye is actually a “she.” Each version of Bullseye has been played by a female dog—there are currently six! But more on that later.

What breed is the Target dog?

As you may have already guessed, Bullseye is a white bull terrier, also known as a “bullie.” These pups are medium-sized with muscular bodies and a rounded head in the front. But despite their beefy look, bull terriers are extremely affectionate, loving, and goofy. This is all illustrated in Bullseye herself who has walked the red carpet, played with all kinds of celebrities, and lounges in her own first-class airplane seat while traveling. Find out why so many logos are red, including the Target logo.

History of the Target dog

Bullseye made her debut back in 1999 as part of an advertising campaign called “Sign of the Times” that featured a bull terrier set to a version of Petula Clark’s “A Sign of the Times.” The dog was a hit—and why wouldn’t she be? Guests were eager to see more of Bullseye, so the Target marketing team responded by plastering the dog all over print, digital, and direct marketing later that year, even using her for one of the first-ever Target Gift Card designs.

The Target mascot expanded her resume in 2003 to include value ambassador when she was included in the campaign, “See. Spot. Save.” This campaign truly solidified Bullseye’s place in American pop culture, earning invitations across the country to make appearances and strut the red carpet. Thankfully, there are currently six dogs who are able to step into the role of Bullseye if necessary.

The first Bullseye “plush” hit the shelves in 1999 as a 15-inch stuffed animal but quickly shrunk into a more suitable 7-inch toy. In 2001, Target began selling an array of styles and outfits. This all became exclusively available at Target in 2004.

For all the dog lovers out there who are concerned about the animal’s welfare, we’re right behind you. But you’ll be glad to hear that Bullseye’s signature target around its eye has been created with Humane Society-approved vegetable-based paint. It’s applied by a professional makeup artist, is non-toxic to the dog, and easily wipes off.

Bullseye has brought the Target brand to life—there are thousands of mentions of the #TargetDog just on Instagram alone. And who knows what the beloved pup will be up to next? Now that you know all about the Target mascot, check out these secret messages in company logos you see all the time.


  • Target: “Bullseye 101: What to Know about Target’s Furry Mascot”
  • The List: “The Untold Truth Of Target”
  • The Spruce Pets: “Bull Terriers (Bullies): Dog Breed Profile”

Emma Taubenfeld
Emma Taubenfeld is a former assistant editor for Reader’s Digest who writes about digital lifestyle topics such as memes, social media captions, pickup lines and cute pets. When she’s not working, you can find Emma reading corny young adult novels, creating carefully curated playlists and figuring out how to spice up boxed mac and cheese.