Target is rolling out more than 2,000 new items for babies and new moms this spring as part of its ongoing initiative to reimagine some of its key shopping aisles. 

More than half of the new products are exclusive to Target, including a range of health and wellness items, 14 additional baby food and snack items from the retailer’s own Good & Gather brand, and an expanded assortment of toys, plush and books. Target has also expanded its baby registry program with new benefits—such as exclusive deals for brand name items from Huggies, Bobble and Evenflo—and has issued a 15% coupon for parents to use on baby items.  

The baby and toddler aisle is a key category for Target, with a quarter of retail shoppers already actively buying for babies, says Amanda Nusz, SVP of merchandising for essentials and beauty. Aiming to expand this audience further, the company has priced 66% of the new items under US$30 in an effort to make shopping more affordable for new families and encourage friends, grandparents and other family members to buy more gifts. 

Earlier this month, Target unveiled its new sales growth strategy, which will see the retailer leverage new product assortments and AI-powered tools to generate an additional US$15 billion in revenue by 2030. In addition to baby and toddler, the company will also reimagine its video game, toy and youth sports categories in a bid to make its storefronts a prime shopping destination for families.