Chicago based drugstore Walgreens has introduced a new private brand of baby gifts, toys, plush animals and nursery décor – Moon and Stars

The creation of the new brand was inspired by Walgreens owned brands commercialization manager Ashley Hertz\’s experience as a parent. Or more precisely the birth of her son, Sammy, in January 2018 had her stepping into a different role: Mom. She navigated the early days as any new parent does – quickly learning what Sammy needed and what she needed. Maternity leave was over in the blink of an eye, and she brought a ton of inspiration and baby pictures with her back to the office.

“I had just returned to work, and we were beginning to think through our next gifting line,” says Hertz. “We had tested a few baby items before and had really strong results. So we started with plush, and soon it grew to be a full line of baby toys, accessories, gifts, stuffed animals and nursery décor.”

Walgreens own brands commercialization manager Ashley Hertz

And just like that, Moon and Stars was born.

Walgreens newest baby brand features products in gender-neutral colors and soft, huggable fabrics – like the sleepy white bunny holding the mint green, satin-trimmed blanket. Other items include trendy gift sets and décor, such as the letterboard for baby’s monthly milestone photos, hooded shark towel and spa slipper set, and nightlights that nod to the name of the line – a moon, star and cloud.

“We put a lot of thought into the design elements and qualities of Moon and Stars,” says Hertz. “The soft rattles have a loop handle that’s easy for babies to hold, the socks have anti-slip grips for little ones on the go, and other items have fabrics and textures that encourage multi-sensory play. Customers can feel really good about buying the products, too, with non-toxic, lead-free and phthalate-free called out on the packaging.


“We’re making gifting easy,” she continues. “Some items, like the bib and bootie set, even come wrapped, with a white ribbon tied in a bow. This is especially helpful if you’re short on time and running to meet a friend’s newborn, or you’re on your way to a baby shower.”

Moon and Stars is including items ranging from $4.99 to $14.99.


Seeing this brand launch is extra special for Hertz. She’s expecting her second child, a baby girl, in February.

“I thought that by the time Moon and Stars was in stores, Sammy would be a little old for it,” she says. “But now I can walk into my daughter’s nursery and see the products I developed on her shelf.”

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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.