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Target launches its first private crafting brand in more than 10 years

Target Corp. is moving onto Joann’s and Michael’s home turf with the newest addition to its growing owned-brand lineup. 
The discounter unveiled Mondo Llama, a collection of nearly 400 arts and crafts items, ranging from paint sets and canvases to crafting supplies and drawing kits, with most items priced under $25. The line launched in stores and online starting on March 14, with most items available by March 28. As to the name of the brand, Target explained that Mondo refers to "something remarkable and llamas are known for accomplishing whatever they set their minds to.” 

Mondo Llama, which launched less than a week after Target announced the launch of new snacking and beverage brand Favorite Day, debuts as crafting and related activities have boomed amid the pandemic. Earlier this month, The Michaels Companies said it was going private for $3.3 billion, and Joann launched an IPO.

Target said its design team was “laser-focused” on making Mondo Llama bright, bold — and inclusive. To that end, items such as markers, crayons and paint are available in a 24-shade skin tone color palette. Also, the team commissioned a large group of diverse artists from around the world to create more than 70 pieces of artwork that are featured in Mondo Llama’s rainbow-hued brand packaging. 

“Mondo Llama is about joy and creativity for all. After extensive guest research, we co-created a new brand with our guests that meets their arts and crafting needs at an incredible value,” said Julie Guggemos, senior VP and chief design officer. “More guests are looking for creative ways to have fun, and Mondo Llama encourages families to create, experiment and spend time together. It's the perfect addition to our portfolio of owned brands.” 

In its most recent fourth-quarter earnings announcement, Target said it had 10 owned brands with $1 billion in sales, including four with more than $2 billion in sales.

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