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 Baby Care - November/December 2008  |
Who's on Target Now
Babies"R"Us continues to launch new exclusive baby care ranges, giving retail trend-setters like Target a run for its money. Target, Minneapolis, MN, was once a leader of the pack when it came to co-branding and offering exclusive baby care items. Exclusively designed range by Dwell Studio for Target, Classic Pooh by Disney and Simply Shabby Chic, are just a few of the baby care lines that can only be found at Target. But…here comes Babies“R”Us, which has jumped right on the baby care trend train to roll out several exclusive baby care lines. Many parents go directly to Babies“R”Us for most of their baby needs, but may have to travel to alternate stores for products that are too expensive at Babies“R”Us. However, now, at a time when shoppers are looking for less expensive merchandise, Babies“R”Us has stepped up its game and joined stores like Target in offering high-end exclusive baby products at more affordable prices. Babies”R”Us, Wayne, NJ, offers a variety of exclusive lines including The Amy Coe Collection, Wendy Bellissimo line, Koala baby and Especially for Baby/Especially for Kids. This past August, retailer Toys”R”Us, Wayne, NJ, introduced a line of exclusive baby products at its Babies”R”Us stores, marketing it as affordable. The Amy Coe Collection at Babies”R”Us is designed by Amy Coe, who once designed baby products for Target. The range is the largest product introduction by an exclusive designer in the company’s history. The merchandise includes infant furniture, bedding sets, room decor, diaper bags, whimsical plush and gifts, mealtime accessories, plus layette and apparel for infants and toddlers. The range is available at more than 230 Babies”R”Us stores in the United States and on the retailer’s website. “It is very appropriate for current market conditions,” said Toys”R”Us chief executive Jerry Storch. According to Storch, Amy Coe designs affordable products that are innovative, fun and different, and appeal to a wide range of customers. Coe’s playwear includes baby clothes that sell for $6.99–$21.99, prices of cribs start at $269. Organic Outbreak Babies“R”Us is also up with the trends and demands for organic baby products. Alongside national brands Gerber and Halo, the retailer keeps up with the competition with organic clothing under its exclusive Koala line. Parents can choose from layette, one-piece underwear, bodysuits, shirt and pant sets, caps, socks and sleep sacks made with cottons that are naturally grown and certified organic. The Koala baby line includes an array of products such as blankets, dust ruffles, bibs and clothing, and even items such as hangers and a travel yard sheet. The products come with designs in pink, blue, polka dots, stripes, flowers, cars and even camouflage, just to name a few. It is interesting to note that on the Babies”R”Us website the Koala Baby line is described as being made of 100% cotton, but not organic cotton, while other brands say specifically that they are organic. Especially Special Continuing with the extensive selection of exclusive baby care items, Babies”R”Us offers Especially for Baby, Especially for Kids and Especially for Moms. The Especially for Baby features a range of items such as basics–diapers, baby wipes, a bottle and specialized–nipple drying rack, double headrest, Especially for Baby breathe easy sleep positioner, corner cushions and a shake n’ serve formula pitcher, and the list goes on. The Especially for Baby selection of diapers is ideal for parents on a budget because along with normal-sized packs (40, 60 diapers ect.) the item is offered in economy-sized value packs, which include 152, 192, 132, 116, 72, 60 and 40 count packs. The Especially for Baby logo features a bright yellow duck running against an aqua background. The packaging is refreshing and attracts shoppers with its cheerful greens, yellows and blues, as well as photos of adorable babies. Especially for Kids also offers a wide range of items fashioned for toddlers. Shoppers can find products such as wipes, potty trainers, stepstools and training pants. Along with its eco-friendly trend, Toys”R”Us offers an exclusive line of environmentally friendly toys marketed under the Toys”R”Us brand. As more families strive to make lifestyle changes that incorporate more organic and natural products, this line of toys provides parents with the security that the products are ‘green.’ Toys include Natural Wooden Toys, Natural Cotton plush animals and Organic Cotton Dolls. The toy collection exemplifies how Toys”R”Us is dedicated to preserving the environment by offering differentiated products that promote “Good Green Fun.” The toys come packaged in earth-tone colored boxes that bear a special “R” seal. This seal consists of a green version of the iconic Toys”R”Us reversed “R” logo with a green leaf, encircled by the words “Recycle, Renew, Reuse, Re-think,” and signifies for parents that the toys are eco-friendly. Crafted from natural materials, these items come in packaging that is made from no less than 70% recycled material. According to the retailer, the Natural Wooden Toys are decorated using a unique wood-burning technique, which offers a classic look. The Natural Cotton plush animals and Organic Cotton Dolls are colored using natural or water-based dyes and are made with unprocessed, unbleached and untreated cotton. In addition, the Forest Stewardship Council (FSC) certified that the materials used to make the Natural Wooden Toys were sourced from well-managed forests, using a system of ten rules that define responsible forest management. Each wooden product in the collection is marked with an identifiable FSC logo. Safeway Succeeds In May, Safeway launched a new line for babies–mom to mom–which offers an assortment of store-brand baby products developed by moms, for moms. The mom to mom family of products features more than 80 items, including diapers, baby wipes, toiletries, lotions, and infant formula. The mom to mom range was developed with the input and guidance of real moms–based on what they need and want most in products to care for their babies such as two key attributes–gentleness and ease-of-use. The company also features parenting tips from experienced moms on store displays and shelf talkers near the mom to mom products. Mothers can find the tips and other information about the line on a website dedicated to the product line–www.momtomom.com. Recently, Safeway introduced a sub-brand for the mom to mom line–Kiddie Ups. Kiddie Ups is the name given for its training pants, which are available in nine varieties. On each package is a quote from a mother, for example: “He knows when he’s wet, and that’s making potty training so much easier.” Recommended suppliers • Associated Hygienic Products LLC, Duluth, GA, 770-497-9800 Products described or shown in this article are not necessarily available from these suppliers. For more suppliers see current Private Label Directory & Buyer’s Guide. |
