Target's New Tupperware Deal Is 20 Years In The Making

Though nowadays people refer to any glass or plastic storage container as "Tupperware," the truth is it's actually the name of a brand. Back in the 1950s and 1960s, History reports that Tupperware established itself as the go-to food storage container in American households because it was a much sturdier, airtight product that rivaled all the others on the market at the time. Set up like a multi-level marketing company, Tupperware sold primarily through direct-to-consumer sales. This meant that the company's consultants would host "Tupperware parties" to advertise and sell the products to their neighbors and friends.

However, nowadays, you don't have to go to a Tupperware party to purchase the brand's products. Instead, you can purchase them directly from the Tupperware website, where you can also connect with a local Tupperware representative. As of October 2022, you'll also be able to buy Tupperware at all Target locations, CEO Miguel Fernandez announced on LinkedIn. "We're reinventing the business model our company has operated with for over 75 years to bring more products to more consumers," he wrote in his post.

This is Target's second attempt at partnering with Tupperware

In October 2002, Target officially announced a partnership with Tupperware that would make the brand's products available in all Target stores across the U.S. The deal came about after a successful initial launch of about 50 select Tupperware products in 12 states. Despite a promising start, the partnership was eventually terminated after only eight months, Kiss FM reported, leaving sales once again up to Tupperware reps.

Flash forward to 2022, and it seems the Target partnership has taken on a new life. CBS credits this to the brand's comeback in 2020 when more Americans were eating at home, and more recently in early 2022, as Tupperware's CEO shared (via LinkedIn), the launch of a vintage collection alongside product placement in the hit TV show "The Marvelous Mrs. Maisel." Continuing a trend of strong sales, the Tupperware products available at Target will be an exclusive line of 15 multicolored products. The new Tupperware collection, Target confirmed to CBS, is priced between $7.99 and $79.99, and will only be available through the retailer.