To launch its commitment to education with a focus on reading, Target partnered with The National Education Association to create an event at the New York Public Library. A 26-foot tall installation 'READ' book installation was built in front of the library using 25,000 books. The books were later donated to New York City schools; lending itself to Target's pledge to donate $1 billion in education-related giving by the end of 2015.
The launch coincided with the birthday of Dr. Seuss, and in celebration of his books, the launch took on a very red and white theme. To go along with the outdoor READ installation, the library's Celeste Bartos Forum was filled with hundreds of hardcover classics from Dr. Seuss. Breakfast bites were served, they too were inspired by the stories with mini bites like Green Eggs and Ham Sandwiches. Music was provided by educational band the Deedle Deedle Dees, and kids received photo ops with the Target brand's bull terrier mascot Bullseye. Celebrity parents like Uma Thurman, Mark Ruffalo and Keri Russell joined the party by reading to the audience.
