Shop Talk

Want that hot new video game? Make a reservation

Shoppers eager to secure a copy of the hottest new video game can soon walk into a Target store and pay $1 to reserve a copy ahead of its release.

Starting April 19, Target is launching a “reservation program” for what it expects will be the best selling video games.

That means shoppers can purchase a $1 reservation card in the electronics department of its stores.

When they bring the card back to the same store within 7 days of the video game’s release the can buy the title. They will also receive a $5 Target gift card that can used for a future purchase.

“We will hold inventory so in essence, it does guarantee you the product within the first seven days,” said Target spokesman Joshua Thomas of the program.

Target already lets customer place preorders for video games on its website. But Thomas said it the in-store reservation program has an added benefit  — it will hopefully bring shoppers into its stores more frequently. They can come into its stores to make the reservation, to pick up the game when it’s released, and then again to use the gift card.

Target said the reservation program will kick-off with titles such as “Punch Out!!” from Nintendo , “Ghostbusters” from Atari, and “Indiana Jones and the Staff of Kings” from LucasArts.

Check Out Line: Toyland bottomline

Check out earnings in toyland… for one company at least.   Hasbro posted a better-than- expected first-quarter profit on Monday, with sales rising 13 percent. Meanwhile, Mattel had a loss in the first quarter , hurt by legal expenses, higher costs and lower sales of its Fisher-Price products.   Oh, and Barbie is sagging too, with that Mattel doll line posting  12 percent drop in sales in the United States.   Now, it’s hard to draw a lot from the first quarter in the toy business. After the holiday season, many people often take a break from buying toys.   But Hasbro had success with its Transformers and Littlest Pet Shop lines.   Mattel is hoping price increases in June will help offset rising costs.   Meanwhile, the competition really heats up again in coming months as the summer movie season hits. Will “Speed Racer” and “Batman: The Dark Knight” win the day for Mattel over Hasbro-linked “Iron Man” and “Indiana Jones and the Kingdom of the Crystal Skull?”   At Mattel, they have to be singing “Go Speed Racer, go!”   Also in the basket:   Reversing Field, Macy’s Goes Local (WSJ)   Weak dollar takes toll on European beauty exports (WWD)