Target Expands Pillowfort Children’s Line

MINNEAPOLIS— Target’s latest initiative is Pillowfort, its for-children home-oriented private label, which looks to the needs of kids who have sensory sensitivities.

“I’m so proud to bring that spirit of inclusivity and design to Pillowfort’s new sensory-friendly assortment, which hopefully can bring more ease and joy to our guests’ everyday lives,” said Julie Guggemos, svp/owned brand management and product design, Target.

At just shy of 20 pieces, the Pillowfort assortment starts at $20 and never exceeds $100. Products include a rocking chair that enables increased motion while remaining stable, Target noted, which can help kids who like to move around when sitting at a table engaged in activities, do homework or eat meals, and can be a relief to their parents.

Target has previously updated Pillowfort, launched in 2016, adding 200 new products ranging from novel furniture pieces to toy storage units in 2018.

In its initial rollout, Target hit the ground running with 1,200 Pillowfort items, including furniture, bedding and related products ranging from play teepees to felt animal-head wall décor.

Pillowfort launched with 12 whimsical themes including Tropical Treehouse, Stellar Station and Ocean Oasis. To make things easier on parents, Target developed the brand so that children could mix, match and update their room furnishings as they got older. Target developed Pillowfort products by having its design team consult with customers, moms, dads and kids, alike.

Target continues to emphasize customer needs and choice in the Pillowfort line, which, at a recent check, offered just over a thousand products in its online brand shop on