Target Corp. is launching Picolette, an exclusive baby collection created with entrepreneur, model and new mom Olivia Culpo. The collaboration includes baby feeding and drinking items, apparel, accessories, mealtime products, keepsakes and gifts.
The Picolette collection at Target officially launches July 26 in 1,400 Target stores across the United States and on target.com, with additional limited-time drops focused on special family moments and seasonal occasions throughout the next year, the company reported.
The Picolette collection incorporates soft, nostalgic details and practical solutions to meet the needs of busy families, Target stated. Developed with Culpo’s licensing partner, Bloomin’ Baby, a division of G Mason Group, the collection offers functional designs at affordable prices, inspired by Culpo’s real-life parenting experiences. As such, feeding products include long-sleeve bibs and silicone sippy cups, and a diaper bag includes an attached fold-out changing pad and removable strap. Target said prices start at $4.99, with most of the collection $18 and under.
“We know that parents are looking for trusted solutions that combine style, quality, functionality and value,” said Amanda Nusz, Target senior vice president, merchandising. “As we continue strengthening our position as a leading destination for baby, we’re focused on bringing families the products, brands and experiences they need most at every stage of their journey. Picolette is a beautiful example of how we’re combining elevated design, meaningful storytelling and real-life solutions in one affordable assortment to make it easy for families to celebrate some of life’s early milestones.”
Target said it is making significant investments to better serve new and expecting parents, with some 2,000 new baby items, more premium brands and in-store support, including Baby Boutiques and personalized Baby Concierge services. New gifting operations, designated registry benefits and eco-friendly programs such as Car Seat Trade-In bolster the baby-specific initiatives.
