Target is making it easier to craft together as a family.
The Minneapolis-based retailer’s new store-owned arts and crafts brand, Mondo Llama, is now available online at Target.com, the chain’s mobile app and will roll out to stores nationwide by March 28, company officials shared exclusively with USA TODAY.
Items range from paints, crayons and canvases to project boxes, craft supplies and drawing kits. Prices start at $1.75, and most items cost less than $25.
Target began developing its first crafting brand in more than a decade before the coronavirus pandemic as arts and crafts have grown in popularity in recent years, Julie Guggemos, the company’s senior vice president and chief design officer, told USA TODAY.
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“With the pandemic we saw great increase with families, doing crafting together,” Guggemos said. “So the timing of the brand couldn’t be more perfect. … People are using Pinterest as inspiration and getting the creative bug. We’re finding that people of all levels of creative ability want to get in on the fun.”
According to the 2021 Mintel Arts & Crafts report, more than 50% of parents said their families were crafting more this year compared to last as they spend more time at home. In the early days of the pandemic, art supplies were a hot commodity along with other activities to keep kids busy, including puzzles, bounce houses and gaming systems.
Guggemos said Target did extensive research with shoppers to see what they were looking for, which it does before launching store-owned brands.
In the research, consumers said they wanted colors to be more inclusive, which led the design team to create Hues of You, a 24-shade skin tone color collection with crayons, pencils and markers, which is part of the brand, Guggemos said. Consumers also wanted products with easy instructions.
“This is a brand for the family, for kids and adults alike,” Guggemos said. “And we were really careful when we went about creating the products to ensure that it would be user-friendly for tots and would also be challenging and fun for adults of all ages.”
More products will be added to Mondo Llama in the future.
“We have a large collection for phase one, but we have some things up our sleeves for phase two and phase three and will continue to introduce new items during seasonal moments,” Guggemos said. “There are endless possibilities in the world of arts and crafts.”
Target has more than 45 of its own brands with 10 of them each generating more than $1 billion in sales a year, including the All in Motion activewear brand that launched in early 2020. Last week, Target announced a new food brand, Favorite Day, which is expected to be stocked in stores by early April.
Favorite Day will feature more than 700 items, including bakery items, snacks, candy, premium ice cream, cake decorating supplies, beverage mixers and mocktails. It joins the retailer’s flagship Good & Gather food and beverage brand.
More about Mondo Llama
The name: Mondo refers to “something remarkable,” and “llamas are known for accomplishing whatever they set their minds to,” Target said in a blog post.
Prices: Most items are under $25 with prices starting at $1.75.
Diversity: The Hues of You skin tone color palette is part of the company’s “commitment to diversity and inclusivity,” Target said in the blog post. Target says it also commissioned diverse artists from around the world to create over 70 pieces of artwork for Mondo Llama brand packaging.
How to buy: Most items will be available through in-store pickup, drive up and Shipt for same-day delivery. The items will also be available in stores by March 28. Shoppers with a Target RedCard credit or debit card get 5% off store purchases, including the Mondo Llama brand. Members of the free Target Circle loyalty program, without a RedCard, can earn 1% on purchases.
Follow USA TODAY reporter Kelly Tyko on Twitter: @KellyTyko