Retail giant Target is expanding its private-label line-up with the introduction of Mondo Llama, a new crafting line that boasts almost 400 arts and craft products, including paint sets, canvases, and drawing kits.
Priced at affordable price points, the new label will appeal to parents looking for accessible at-home activities for children, especially at a time when many of them are spending time indoors. These activities boast easy-to-follow instructions that can be completed in a short period of time with limited clean up.
"After extensive guest research, we co-created a new brand with our guests that meets their arts and crafting needs at an incredible value," Target's senior vice president and chief design officer Julie Guggemos said in a statement. "It's the perfect addition to our portfolio of owned brands."
The Mondo Llama line is now available to purchase at Target's stores, as well as through its website and the brand's same-day fulfillment services.
Department Brand Crafting Lines
Target Launched First Crafting Label, Mondo Llama
Trend Themes
1. Private-label Crafting Lines - The expanding private-label crafting line offerings from big box retailers such as Target present opportunities for smaller retailers to create their own private-label crafting lines and compete in the market.
2. Accessible At-home Activities for Children - As children continue to spend more time at home, there is a growing demand for affordable and easy-to-follow crafting projects that can be completed with limited clean up.
3. Co-creating with Customers - Using customer research to develop a product line, such as Target's Mondo Llama, can lead to more successful and valuable product offerings.
Industry Implications
1. Retail - The crafting market within the retail industry is growing, especially in the private-label space, offering great opportunities for retailers to take advantage of.
2. Arts and Crafts - The introduction of a new and affordable line with a wide range of crafting projects presents opportunities for growth and innovation in the arts and crafts industry.
3. E-commerce - As the pandemic is boosting online shopping, the availability of craft products and the ease of purchase through e-commerce present opportunities for retailers to reach a wider audience and increase their sales.