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Sony Creating Exclusive CE Line For Target Stores

Sony is developing a line of small CE products exclusively for Target Stores that’s set to debut later this spring.

The nine-SKU collection, dubbed Sony Liv, will include CD players, radios, alarm clocks and a universal remote. The program represents the first time that Sony has designed a line exclusively for a single retailer.

Each of the products will retail for less than $150.

Target said the collection will feature “ultra-modern color designs” and user-friendly details more commonly found on higher priced products. The items are white with lime and silver highlights, and styles include a clutch radio that resembles a purse and an under-the-counter mounted CD player designed specifically for the kitchen.

“Target is committed to making innovative products and great style accessible to everyone,” said Steve Eastman, VP/merchandising for the discount chain. “The superior aesthetic of our Sony line offers Target guests a unique combination — the high quality of Sony electronics with the great looks and forward design guests expect from Target.”