I shopped Target's Roller Rabbit drop and saw why Gen Alpha loves it

Saturday morning in northern New Jersey was cold and rainy, but I still stood in line at Target at 7:30 a.m. Twelve people were waiting when I arrived and nearly 30 had gathered within 20 minutes. Roller Rabbit, known for its $128 pajamas and a favorite of Gen Z and Gen Alpha, had teamed up with Target on a collection that retails between $2 and $250; a store employee handed out paper tickets that could be redeemed for a free Roller Rabbit shopping bag.

When the doors opened, shoppers split between grabbing the complimentary bags and racing to the small Roller Rabbit section. Pajama sets disappeared first, with people snatching handfuls and checking sizes as racks and tables were swarmed. The in-store selection was smaller than online; I managed one photo before the area was packed.

I tried on a few pieces in the dressing room. The $25 terry-cloth pullover had a pleasant shape and feel, and the $15 boxer shorts were comfortable and versatile.

United States, northern New Jersey

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