When parents shop for baby gear, they're making some of the most important purchasing decisions they'll ever face. From strollers and car seats to swings and travel systems, many want to see, touch and test products before bringing them home.
Recognizing this need, Target introduced an enhanced baby shopping experience in select stores in March 2026, designed to create a more engaging destination for parents seeking premium baby products and expert guidance. As one of several brand partners supporting the initiative, Newell Brands contributed category expertise and consumer insights throughout the development process.
Responding to a Changing Retail Landscape
As specialty baby retailers have consolidated or closed in recent years, many parents have lost opportunities to experience baby products in person before purchasing. At the same time, e-commerce has made shopping more convenient than ever—but it can't always replace the confidence that comes from physically interacting with a product.
Target saw an opportunity to bridge that gap by combining the convenience of mass retail with the curated, experiential feel traditionally associated with specialty baby stores.
The result is an enhanced in-store baby shopping experience in select Target locations, including the Baby Boutique concept. Designed to help parents explore premium baby gear in a more engaging setting, the experience reflects changing consumer expectations and shopping behaviors.
Putting Consumer Insights at the Center
As part of Target's broader initiative to enhance the baby shopping experience, Newell Brands shared category expertise and consumer insights into how parents research, evaluate and purchase baby gear. Those perspectives helped inform discussions about creating a shopping journey that feels more intuitive, engaging and confidence-building.
Whether comparing stroller features, testing maneuverability or evaluating car seat functionality, many shoppers prefer hands-on experiences that help build confidence in their decisions.
Reimagining the In-Store Experience
Unlike traditional retail layouts that prioritize inventory storage and boxed product displays, Target designed its Baby Boutique with experience in mind.
The concept emphasizes product accessibility and presentation, allowing shoppers to spend more time engaging with products and less time navigating aisles of packaged inventory. The goal is to make the journey more intuitive, informative and enjoyable for parents—especially first-time parents who may be navigating the category for the first time.
This guest-first approach reflects a broader trend across retail, where brands and retailers are increasingly focused on creating experiences that strengthen shopper confidence and decision-making.
"With Baby Boutique, we're combining Target's merchandising expertise with an elevated shopping experience to make preparing for a new baby easier and more confidence-building for families," says Amanda Nusz, senior vice president of merchandising, Essentials & Beauty, Target. "By bringing together a curated assortment that's stylish, thoughtfully designed, and affordable, we're helping guests discover, compare, and confidently choose the products that are right for their family."
Supporting Parents Through Trusted Brands
The enhanced baby shopping experience features a curated assortment of premium baby products from multiple brands designed to meet evolving consumer preferences.
Among the participating brands, Newell Brands is represented through Baby Jogger products and Graco car seats. These trusted brands help support parents throughout their journey, from selecting transportation solutions to finding products that fit their family's lifestyle.
The boutique environment provides an opportunity for shoppers to experience these products firsthand while learning more about the features and benefits that matter most to them.
A Partnership Built on Innovation
For Newell Brands, participating in Target's broader baby shopping initiative reflects how retailers and manufacturers can work together to better serve consumers.
As one of several participating brand partners, Newell contributed consumer insights, category expertise and merchandising perspectives throughout the initiative.
The collaboration demonstrates the value of strong retail partnerships built around a shared goal: creating shopping experiences that better meet consumers' needs.
The collaboration reflects Newell Brands' commitment to partnering with retailers and bringing consumer understanding to the table. By combining category expertise with shopper insights, Newell supports retail partners in creating experiences that make important purchasing decisions easier and more confidence-inspiring for families.