May 16, 2017
Before expecting parents get to bring home their new bundle of joy, they’ve got one major to-do: setting up the nursery! At Target, we’re making that process as simple, safe and stress-free as possible with the launch of a new exclusive Baby brand, Cloud Island.
Target’s internal design team—which includes a few new and expecting parents of our own!—knows that even our tiniest guests have big needs, which is why the line of nearly 500 items includes everything from nursery décor and bedding to bath and layette products. Not only are there options aplenty, they’re darn cute, too: The nursery collection features more than 70 different prints and the bath line includes 14 patterns of its own. Meaning? Parents have tons of options to choose from so they can easily mix, match and add personal touches to their little one’s space. Cloud Island isn’t just for parents, either. The collection features several versatile themes that can be found across the entire assortment, so the options for guests looking to create a customized baby gift just got a whole lot more, well, endless. Case in point? An adorable watercolor floral onesie with matching crib sheets make for a thoughtful (and adorable) present.
We also know safety is a top priority for new moms and dads, so we made it a top priority for Cloud Island. For starters, the line’s hang tags and in-store displays will feature reminders about safe sleep practices and details about where guests can find more information about Consumer Product Safety Commission guidelines. And products like bedding, changing pads and play mats are Standard 100 by OEKO-Tex certified, meaning they’re free of more than 300 potentially harmful substances.
“Target has seen incredible strength in our Kids business with the launch of Pillowfort and Cat & Jack, and we’ve heard from guests that they’re also looking for stylish and affordable options for babies and younger children,” said Mark Tritton, executive vice president and chief merchandising officer, Target. “We worked with our guests to design Cloud Island just for them. This guest-focused approach is one of Target’s key differentiators, and Cloud Island is one of many new exclusive brands to come.”
Ready to see the collection before it launches? Check out some of our favorite Cloud Island items, below!
Cloud Island nursery décor and bedding launches in Target stores and on Target.com on May 28, with bath and layette pieces launching in August. Prices range from $4.99 to $89.99, with most pieces under $19.99.
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