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Bullseye was one of four toys based on the black and white television series Woody's Roundup which became collectors' items after its premature cancellation. Bullseye was collected along with dolls of Jessie and Stinky Pete by a toy store owner named Al McWiggin who planned to sell the complete set to a toy museum in Japan once he added Woody to the set. After stealing Woody from a garage sale Andy's family was holding, Woody met Bullseye, Jessie, and Stinky Pete and Bullseye took a quick liking to him and was willing to leave his other friends to be with Woody. After a rescue party from Andy's toys compiled of Buzz Lightyear, Hamm, Rex, Slinky Dog, and Mr. Potato Head, Bullseye and Jessie returned with them to Andy's house where he was received enthusiastically by his new owner.
Bullseye was one of the few toys Andy did not get rid of as he aged and kept him in a toy chest. After being mistaken for a donation, Bullseye and Andy's other remaining toys, sans Woody, were accidentally brought to the Sunshine Daycare Center where they were welcomed by a friendly teddy bear named Lotso. When Woody explained that Andy's perceived abandonment was a mistake, Bullseye was the only one who offered to return, but Woody convinced him to stay when he saw that nobody else would leave. When the toys learned of Lotso's true dictatorial nature, they formulated an escape plan and were passed down from Andy to Bonnie, a young girl whose mother worked at the daycare center.