Cloud Island is expanding! Target’s baby brand will now include baby basics and essentials such as diapers, wipes, feeding products, toiletries and more.

If you’re already a fan of the Target-exclusive brand Cloud Island, you’re in for a treat. And if you don’t know much about this baby brand…well, it’s time to get acquainted.

Cloud Island launched in May 2017, bringing big red bullseye shoppers a host of stylish (and awesomely affordable) nursery decor items. With the success of the initial line an expansion was the ideal way to go.

Executive Vice President and Chief Merchandising Officer, Target, Mark Tritton, said, “With all of Target’s new brands, we think about ways to expand upon the original idea.” Tritton went on to add, “As we talked about Cloud Island, the essentials category was always there. The idea was around better-for-you, dependable, affordable and accessible products that are good for your baby and your family. Now, building on the success we’ve seen with the brand over the past year, we’re bringing that idea to life.”

So what new items will you find under the Cloud Island brand at Target? Look for 30 baby essentials products, all with prices that range from $0.99 to $21.99. Oh, and most of the Cloud Island baby essentials are under $10! The new line launches Jan. 20 and is available in stores and online at

—Erica Loop

All Photos: Courtesy of Target



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