Target’s Pillowfort Launches New Sensory-Friendly Products

Sometimes it’s the little things that make a house feel like a home. The family gathered around the dinner table. Downtime where relaxation reigns. Snuggling in for a cozy bedtime story. But some kids have sensory sensitivities, these little moments can feel pretty monumental—and that a few great home items could make a world of difference. However, finding functional, stylish options that won’t break the bank can be hard. That’s Target is introducing a new private brand Pillowfort sensory-friendly assortment of beautifully-designed, practical and oh-so-affordable pieces that can help even more kids feel right at home.

“We want all guests to feel welcome and included at Target,” says Julie Guggemos, senior vice president, owned brand management and product design. “With our Cat & Jack and Universal Thread adaptive and sensory-friendly apparel, we’ve seen that little details can have a huge impact. I’m so proud to bring that spirit of inclusivity and incredible design to Pillowfort’s new sensory-friendly assortment, which hopefully can bring more ease and joy to our guests’ everyday lives.”

Our design team spent lots of time soaking up Target customer stories and feedback and then designed each item in the nearly 20-piece assortment to help meet kids’ and parents’ unique needs and blend beautifully into their homes. Prices start at $20 and everything is under $100.

Here’s a peek at a few of the sensory-friendly items and design details that’ll help kids feel comfortable and confident as they take on their day.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.