Medion scores bullseye on Target PCs

Department store chain, Target, will advertise its first PC product next month as it takes aim at younger consumers.

The retailer has struck a deal to sell the Disney Dream Desk PC, built by German vendor Medion, in a bid to capture the children's market.

The Disney-licensed machine is Target Australia's first computer offering to customers, and won't be the last, the company claimed.

The mass merchant is looking to increase its PC business in response to market demand.

Target electronics business manager, Chris Hardiman, said the Disney machine also sat with the company's strategy to introduce new and interesting products to its stock line-up.

Target is keen to sell more types of PCs and was open to approaches from PC vendors, according to Hardiman.

"Anyone who's visited our stores in the last couple of years will have seen the shift already," he said.

"Digital cameras, MP3 players; those things are all growing in sales in the Target electronics area."

Future PC stock would come from major brands and second tier vendors, Hardiman said. The company was also open to local brands.

Hardiman said Target had approached Medion for the Disney PC after becoming aware of its availability overseas.

The PC comes with a 2.66GHz Intel Celeron processor, ATI Radeon 9100 graphics accelerator, 40GB hard drive, 512MB DDR RAM, CD-RW/DVD drive and is fitted with Windows XP and Microsoft Works 7.0. It will go on sale in the last week of December, priced at $1699.

The decision to sell to the children's market reflected Target's customer base, Hardiman said.

"It sits well with the strength of our children's business," he said.

"We have a lot of mums buying products for their children, and the Disney machine delivers on fashion. Plus it's a very practical product."

With a mouse-ear shaped 14.1-inch TFT monitor, the machine has a number of features aimed at winning over children.

Disney-branded multimedia applications and games are included, as well as Norton Anti-virus.

Target was the first customer in Australia for the Disney PC, but the deal was not exclusive, Medion Australia managing director, Gregor Aschoff, said.

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