The worlds of video games, traditional sport and straight-up fandom collide today as Target Darts, Luke Littler and Xbox fire off a brand-new collaboration – and it lands right in the heart of the busiest darts season of the year.
Whether you’re lobbing tungsten at the board or grinding through your Xbox library, this new partnership is designed to celebrate precision, performance and play in one tidy package.
Launching now, this fresh line-up of co-created darts gear is available worldwide and arrives just as excitement builds for the 2026 World Darts Championship. With Xbox and Target both backing Luke Littler, the reigning sensation who has helped merge the gaming and darts communities like never before, timing hardly gets better.
Key Highlights
Official Xbox and Target collaboration launches today
New co-branded dartboard, surround and K-Flex accessories
Limited-edition art dartboard capped at just 200 units
Partnership follows Xbox’s successful sponsorship of Luke Littler
Drops alongside Target’s December product launch
A Partnership Built On Precision And Play
Target Darts has spent the year stacking up big-name collaborations, but teaming with Xbox looks set to unlock the next level.
What started as a creative support role for Xbox’s campaigns with world No.1 Luke Littler has grown into a full-scale partnership – one rooted in shared audiences and shared obsession with performance.
Xbox’s presence in the darts arena has grown dramatically since sponsoring Littler in 2024. His rapid rise did more than rewrite the record books – it brought gamers and darts fans together in a way nobody quite predicted, making Xbox a natural fit at tournaments, on shirts and now, on the dartboard itself.
A Big Year Gets Bigger For Target
2025 has already been a milestone year for Target. Beyond expanding its partnerships to global brands like Disney and Star Wars, the company also took over day-to-day management of Luke Littler, reinforcing its reputation as the most forward-thinking manufacturer in the sport.
This new collaboration with Xbox lands just days before darts fans descend on Alexandra Palace once again, and with Littler chasing another crown, the timing feels deliberately perfect.
The First Products Hit The Board
Rolling out as part of Target’s December product drop, players can now pick up:
Xbox | Target Dartboard & Surround
Xbox-Branded K-Flex Shaft And Flight Combination
Limited-Edition Art Board (Only 200 Units Produced)
The limited-edition board is the star collector’s piece, while the new shafts, flights and full-size board ensure both casual players and hardcore competitors can add a slice of gaming style to their setup.
They launch alongside new darts from Luke Littler and Premier League star Nathan Aspinall, making today a huge day for hardware hunters.
Why The Collaboration Makes Sense
James Butcher, Creative Director at Target Darts, said: “At Target, every design starts with performance. Xbox shares that same obsession with elevating play. Together, we’ve created products that bring the best of darts and gaming to the oche.”
Samuel Bateman, Marketing Lead at Xbox UK, added: “We’re excited to extend our presence in darts as Xbox through this partnership. Our ongoing sponsorship of Luke Littler, which began with his remarkable breakthrough at last year’s World Championships, has been incredibly rewarding, and this collaboration with Target Darts represents a natural next step; being able to offer fans an exciting new way to connect with both Xbox and the sport of darts”
Score More Today
If you want to be first to land the new Xbox x Target gear, everything is available now through Target’s official store. Given the limited nature of the premium board, collectors will want to move quickly – this one won’t hang around.
With World of Tanks, Fortnite and countless fan-favourite games embracing sporting crossovers, it’s great to see the real-world oche getting in on the action. Whether you’re throwing arrows or achievements, this might be the coolest merge of gaming and sport we’ve seen all year.
You can check out the full range at targetdarts.com. All we need now is a decent darts game…
