a small child sitting on a table

Walmart highlights own brands, exclusives for back-to-school season

The retailer has launched items under its Pen + Gear store brand, apparel under Wonder Nation and more as it prepares for a back-to-school season with most students returning to in-person school.
Dan Ochwat
Executive Editor
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Walmart’s gearing up for a “back-to-in-school” season, anticipating a more normal season as more schools expect to resume in-person learning. The retailer has launched tools for teachers and new store brand products for parents.

Part of the launches include planners and calendars from its private brand Pen + Gear. The brightly designed monthly and weekly planners can help both students and teachers plan their days. There are also folders and other school essential items under the store brand available.

For younger kids, Walmart’s positioning its exclusive Crayola’s Colors of Kindness pack of crayons, a pack of 24 crayons with soft hues and new names like “A Warm Hug Oatmeal” and “Peace of Mind Cool Mint."

a group of people sitting at a table

Apparel and footwear is big for back-to-school too, and Walmart’s tapping into the athleisure trend, tie-dye and ’90s vibes with its own brand Wonder Nation and Champion exclusives.The retailer has Wonder Nation uniforms and backpacks, too, as well as licensed face coverings.

The back-to-school assortment was teased in a blog post by Diana Marshall, EVP, hardlines, Walmart U.S.

The post also highlighted using Walmart.com for school supplies with free next-day and two-day shipping options. The site also includes a curated page of essential back-to-school items based on what teachers request.

For in-person shopping, Walmart is participating in tax-free weekends where states have designated weekends to stock-up on school supplies tax-free.