Walgreens releases store brand baby toys, accessories

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Walgreens releases store brand baby toys, accessories

By Dan Ochwat - 01/29/2020
Walgreens promoted the new line with a social media video of babies of Walgreens' employees playing with the toys.

Started with an idea birthed by a new mom on the Walgreens owned brands team, Walgreens has launched Moon and Stars, a private brand line of baby toys and accessories.

The retailer released the products with a video of babies of Walgreens employees interacting with the items, as well as interviewing Ashley Hertz, owned brands commercialization manager, about how she was inspired to help develop a line of plush toys and items that were essential to her following the birth of her son Sammy in January 2018.

Similarly, in December 2019, when Walgreens launched two new private brand toy lines — Rainbow Dreams and Over the Moon — the retailer called on kids of its employees to interact and play with the new toys for a fun social video.

The Moon and Stars video with Gertz and other adorable babies is running on Twitter, Facebook and soon LinkedIn.

Gertz said she had just returned to work and the group was thinking about a new gifting line. There were some baby items previously that had strong results, she said, so The Moon and Stars line started with new plush toys and expanded into accessories, toys and nursery decor.

The products feature gender-neutral colors and soft, huggable fabrics. 

“We put a lot of thought into the design elements and qualities of Moon and Stars,” Hertz said. “The soft rattles have a loop handle that’s easy for babies to hold, the socks have anti-slip grips for little ones on the go, and other items have fabrics and textures that encourage multi-sensory play.”

She added that the products are non-toxic, lead-free and phthalate-free, all called out on the packaging.

The items are available now in stores and online, just as Gertz is expecting the birth of her second child next month. 

“We’re making gifting easy,” Gertz said. “Some items, like the bib and bootie set, even come wrapped, with a white ribbon tied in a bow. This is especially helpful if you’re short on time and running to meet a friend’s newborn, or you’re on your way to a baby shower.

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