Target, an aggressive player in the smart-home category, has extended its IoT beachhead into baby products.
The No. 2 discount chain has added Connected Nursery sections within the baby monitor aisles of about 450 Target stores.
The 4-foot sections currently hold five smart devices, including monitors, a temperature tracking patch, and a combination rubber ducky, night light, lullaby and storybook, at retails ranging from $20 to $200.
Two additional products — a smart scale and a combination night light, sound machine and humidifier, both from Motorola — are due later this month.
Target said the Connected Nursery sections are designed to introduce parents to Internet-enabled baby products that offer peace of mind and make their lives easier. The company claimed that one-quarter of all baby monitors are already purchased at Target, and that a third of those are smart products, making the Connected Nurseries a logical merchandising progression.