The new products hit stores January 20 and parents will no longer have to choose between quality and affordability.

By Rebecca Macatee
Target

January 17, 2019

Top quality baby essentials used to cost top dollar, but not anymore! Target's Cloud Island baby line is officially expanding to include diapers, wipes, toiletries, and feeding products, all at an amazing value.

Just like Target's Cloud Island line of nursery décor, bedding, bath, and layette products, this new assortment of products was created with a focus on better-for-you materials, durability, and comfort. There are 30 new items, most of which are 30-40 percent less expensive than comparable national premium brands. Prices range from $0.99 to $21.99, and most of the items cost less than $10.

The team at Target worked with hundreds of parents, pediatricians, and dermatologists to develop and test the products. Robin Beck, the chemist and mom who led Cloud Island's expansion into essentials, understood the need for better, budget-friendly baby basics firsthand. "As a mom myself, I remember shopping this department when I had little ones and often had to choose between quality and affordability," Beck told Parents.com. "I know from experience there is a gap in the marketplace so I'm excited to be part of the team at Target that is helping to expand Cloud Island to include a new line of essentials to fill this need."

Beck and members of her team visited parents in their homes, went shopping with them, had them test products, and organized focus groups to learn what moms and dads really wanted in a baby product. And as Beck explained, "Through conversations with our guests, they shared over and over again that they are looking for premium, high-quality baby products at affordable prices, so we set out to create just that."

"We also went a step further to understand what attributes to prioritize in each product," added Beck. "For example, parents told us they use baby wipes all over a baby's skin, including face and hands, so we added moisturizing organic coconut oil to make the wipes effective and extra gentle."

The team at Target really prioritized quality at every stage of developing Cloud Island's essentials line over the past two years. The ultra-absorbent diapers are extra gentle and have 12-hour leak protection, the ultra-thick wipes are made with 99 percent water and plant-based ingredients, the toiletries are made without phthalates or parabens, and all the feeding accessories and tableware are BPA, PVC, and phthalate-free.

These pediatrician and dermatologist-approved products were designed with your baby's health and comfort in mind. And beginning on Sunday, Jan. 20, Cloud Island essentials will be available in all Target stores and on Target.com.

"Cloud Island is a brand that parents already love and trust for their baby needs," said Beck. "We know parents are strapped for time, and by offering products that are made from quality materials that are also affordable, Target can make it easy for them to get everything they need in one stop."

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