Walmart launches Smarts & Crafts brand

Walmart is growing its exclusive brands via its latest line, a collaboration with celebrity designer, decorator and author Todd Oldham. Smarts & Crafts from Todd Oldham Studio is a new collection arts-and-crafts supplies, children’s bedding and décor. 

The collection includes 75 items designed for children ages 3 to 14 years old. Walmart said the products are designed to celebrate the joys of creativity and are designed to inspire open-ended play, encourage ambient learning and drive educational outcomes with fun products. 

“The Smarts & Crafts collection, exclusively available at Walmart, is designed and created around the idea of joyous learning and creative explorations that give young makers of any skill set an opportunity to express themselves and grow,” Oldham said. “All of the items are affordable and use artist quality materials to encourage open-ended play and creative successes.”

Private label arts-and-crafts brands are seeing renewed interest from retailers during the pandemic. Target in March rolled out Mondo Llama, which boasts more than 300 products meant to help spark imagination among the whole family. 

The Smarts & Crafts from Todd Oldham Studio collection has rolled out in Walmart stores and on the retailer's website.