In its continuing efforts to build partnerships with musical talent and show its community-minded approach, Target brought local youth groups to its Harlem store for an event that celebrated the release of an exclusive deluxe edition of Beyoncé's new album, 4. The gathering on June 30 invited more than 150 kids from the Brooklyn and Harlem branches of the Y.M.C.A., the Boys & Girls Club of Harlem, Girls Educational and Mentoring Services, and Petals-N-Belles for an afternoon of activities that included learning dance moves from the Grammy-winning singer's creative director and choreographer, Frank Gatson Jr. To add to the promotion, Beyoncé made a surprise appearance, emerging from behind a Target-branded curtain while a handful of kids performed onstage.
Extra! Extra! produced the event, creating the stage, a lounge area for the children to play games, and a food station where attendees could grab candy, fruit, boxed lunches, and cups of juice. Target gave participating organizations a $5,000 book grant.