Nov. 7, 2007 Target has agreed to reduce its use of polyvinyl chloride (PVC) plastic found in many of its products and packaging in response to a campaign from the Center for Health, Environment and Justice and a coalition of health and environmental organizations.

PVC products commonly contain toxic additives such as lead and phthalates.

Beginning in January 2008, Target will reduce PVC in its owned brands of infant products, children's toys, and shower curtains. In addition, Target is reducing PVC packaging in the company's Target brand dinnerware, travel accessories, toys, and sporting goods. In the electronics category, Target is replacing the PVC clamshell with a modified paperboard/plastic packaging. Target has a current requirement in place to avoid the use of PVC in food packaging when possible.

The company says it will work with its vendors and suppliers to reduce PVC in all products sold at Target stores. The company is also asking vendors to reduce the total amount of packaging on their products and use materials that are easily recyclable.

Target, the fifth largest U.S. retailer, is joining a growing list of companies including Wal-Mart, Microsoft, Johnson & Johnson, Nike, and Apple that are eliminating or reducing its PVC products and packaging. (Apple recently faced criticism for the use of PVC in the headset wiring of its popular iPod product.)

Wal-Mart, Target's biggest competitor, recently reached its two-year deadline to eliminate PVC from the packaging of its private-brand products.