The new line, called “Hearth & Hand with Magnolia,” features more than 300 items including mugs, tote bags, candle holders and holiday decorations. The product line is the latest venture for Magnolia, the couple’s wide-ranging business empire.
“I love everything about this collection and truly believe it embodies the spirit of Magnolia,” Joanna wrote in a section of Target’s website that features her favorite products from the line. Those include a set of house lanterns, table linens and ceramic pitchers, among other products.
On Sunday morning, both Chip and Joanna shared images and videos on social media of them at the launch of their line at a Target location.
And fans followed suit, posting photos and updates on their attempts to get Hearth & Hand products as soon as they were able to.
The new line comes just after the Gaines duo wrapped production on their final season of Fixer Upper. News of the ending of the show shocked their fans, but it appears the new product line may qualm their worries for now.
It is unclear if any of the products have sold out in the hours since the line went live on Sunday. A representative from Target did not immediately respond to a request for comment.
According to CNBC, Target expects big sales from the highly anticipated line as the discount retailer aims for a better season of holiday sales than last year.
And for those of you struggling with what to buy from the Heart & Hand line, MONEY has complied a list of the best products that are under $25 from Target.