Target debuts the Connected Nursery

Target (NYSE:TGT) has debuted a new department. The Connected Nursery features a range of smart products expressly for parents and babies.

The dedicated department is now in 450 Target stores nationally and is "designed to introduce parents to internet-enabled baby products that make parents' lives easier and offer peace of mind," according to a statement.

All available products are internet-enabled and part of the growing IoT (Internet of Things) category. There are monitors, thermometers, a scale, sound machine, apps and a bath toy that also sings and helps put babies to sleep.

Target is determined to be a leader in the smart home, or IoT category. First, it created a concept in San Francisco last summer dubbed Open House. Part learning lab and part meeting space for the tech community there, Open House paved the way for the new Connected Living department now being tested in a single store in Minnetonka, Minnesota.

The Connected Living space is divided into six areas: family fitness, connected kitchen, virtual guardians (security devices), connected nursery, rest and relaxation (sleep monitors), and item trackers and smart buttons.

Baby and kids is key area of focus for Target, and this department is positioned to both help grow this business and establish the retailer as innovator.

"There is tremendous untapped potential here, and we've been steadily adding more connected products to our assortment," Scott Nygaard, senior VP, merchandising, hardlines, said in June. "But the market is still early and consumers are focused on single-use, single-benefit products. Our goal is to educate and inspire guests about the potential of connected devices, and take learnings from the test to refine the experience with the hope of eventually expanding it to more stores."

For more:
- see this Target blog post

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