Target's New Baby Brand Is the Most Adorable

Cloud Island launches later this month and includes every possible thing your nursery might need.

 Target Releases Cloud Island Nursery Collection

photography by TARGET

Attention, parents-to-be (or friends of parents-to-be in need of a baby shower gift): Target is coming out with a new brand line exclusively for babies. The Cloud Island collection includes a full range of nursery, bath, and layette pieces—for those not versed in baby lingo, that's clothes and linens for newborns—with nearly 500 items. The furniture and decor hits stores and next week, while the rest will be available in August.

The nursery and decor products come in over 70 prints while the bath collection will be available in 14 different patterns. Items range from storage bins to decorative lighting to onesies, each one in an adorable and modern print. Designed with parents in mind, the wide variety of prints and products allows for total customization of the nursery in everything from the clothes to the changing pad covers.

photography by TARGET

Felt decorative bin, $7.99; flannel baby blankets, $9.99

“Target has seen incredible strength in our kids business, and we’ve heard from guests that they’re also looking for stylish and affordable options for babies and younger children,” said Target executive vice president and chief merchandising officer Mark Tritton in a statement. “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.”

photography by TARGET

Whales hanging ceiling decor, $34.99; Uplight table lamp hearts, $24.99

Safety is another factor at the forefront of the Cloud Island brand. The collection’s hang tags and in-store displays will feature reminders about safe sleep practices. Additionally, items such as bedding and playmats are all Standard 100 by OEKO-Tex certified and free of more than 300 potentially harmful substances.

In other good news, the entire collection stays true to Target’s philosophy of chic yet affordable home goods. With prices ranging from $4.99 to $89.99—though most pieces are under $20—we’ll totally understand if you end up accidentally buying the whole collection.

Published on May 19, 2017 - 2:45pm EDT

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