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03/15/2021

Target gets crafty with Mondo Llama brand

The arts-and-crafts brand is the retailer's first private brand foray into the crafting category in more than a decade.
David Salazar
Managing Editor
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Less than a week after expanding its owned brand food-and-beverage portfolio, with Favorite Day, Target is rolling out another private brand — this time in the craft aisle. Mondo Llama is the Minneapolis-based retailer’s latest own brand, featuring almost 400 colorful arts-and-crafts items and marking the chain’s first crafting owned brand in more than 10 years. 

With an assortment that includes crafting suppliers, drawing kits, paint sets and canvases, Target said Mondo Llama’s price points are largely under $25. The company said shoppers were looking for crafts that could appeal to all creative abilities and skillsets in the family. 

a group of colorful blocks

“Mondo Llama is about joy and creativity for all. After extensive guest research, we co-created a new brand with our guests that meets their arts and crafting needs at an incredible value,” said Julie Guggemos, Target senior vice president and chief design officer. “More guests are looking for creative ways to have fun, and Mondo Llama encourages families to create, experiment and spend time together. It's the perfect addition to our portfolio of owned brands.” 

Target said the bold line also is built to be inclusive, with a 24-shade palette of skin tones in its markets, crayons and paints, noting that consumer research and feedback helped create the final palette and color names. 

Additionally, the company commissioned more than 70 pieces of artwork from diverse artists worldwide that are featured on Mondo Llama packaging. 

Mondo Llama will be available beginning March 14, with most items set to be available by March 28.