Dive Brief:
Walmart is tapping another celebrity to elevate its offerings. The retailer last week launched an exclusive crafting brand, dubbed Smarts & Crafts, with American designer, decorator and author Todd Oldham.
The brand features a collection of arts and crafts supplies, children s bedding and interior decorations for kids ages 3 to 14, according to an announcement emailed to Retail Dive.
Smarts & Crafts products are designed to be gender-neutral and inspire open-ended play, videos on Walmart s website explained. The products packaging is also eco-friendly.
Dive Insight:
Walmart s playbook in recent years has included exclusive high-profile partnerships to upgrade its product offerings and drive excitement.
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