This post contains a sponsored inclusion of Brainiac but all of the opinions within are those of The Everymom editorial board.
"Like many moms, Target is my happy place and an easy go-to for so many of my needs (and wants) in life. I can stroll the aisles with coffee in hand and grab some new mom-fashion items, pick up a few decor items to spruce up my home and snag a new mascara and shampoo to feel like a new woman. Oh, and I can pick up all the best baby gear as well.
In my humble opinion, Target actually has an incredible selection of baby gear by some of the best brands out there. When I was shopping and creating a registry for my first baby, I didn’t know the oasis that the Target baby section is. I thought I had to do all my browsing at the fancy baby boutique, but all along, my BFF Target had so many of my needs covered.
As wonderful as the Target selection has been for the past couple of years, I’m excited to share that it continues to get better with recent partnerships with Brainiac, Monica + Andy, Lovevery, Mockingbird, and more. Curious about what baby brands and products we love at Target? Read on for a handful of our favorites.
Brainiac
It’s safe to say that we are long-time fans of Brainiac here at the Everymom. Why? Because Brainiac was created by two dads who set out on a mission to make it easier to feed kids critical brain nutrients through foods they already love. They knew that most families weren’t eating enough salmon, liver, or spinach daily, so they made delicious, easy-to-serve snacks and pouches packed with the essential nutrients kids were missing.
Now, Brainiac is expanding their Little Brainiac portfolio with the launch of Neuro+, a new product for babies 6+ months old. Neuro+ is the first food to feature Milk Fat Globule Membrane (MFGM), offering the same beneficial nutrient found in breastmilk and some premium formulas in a convenient smoothie-style pouch. MFGM, a vital component found in every drop of breastmilk, plays a crucial role in brain development and immune support. Just one serving of Neuro+ delivers the equivalent amount of MFGM as three bottles of breastmilk or formula (400 milligrams of MFGM!) to help nourish your baby’s growing brain and body in a practically effortless (and delicious) way.
Brainiac
What kid doesn’t love a strawberry and banana flavor combo? It’ll be a breeze to get them to snack on these and get in all of the MFGM they need, available at Target.
Brainiac
If you also want to sneak in a serving of veggies while you’re at it, opt for the tasty carrot and blueberry flavor available at Target.
Bobbie
When you have a baby, finding the right formula can feel like a never-ending quest for the perfect match. That’s where Bobbie comes in—a fully organic formula brand that several of the moms on our team used and loved. With a commitment to sourcing the best ingredients like DHA and organic lactose, Bobbie is setting a new standard for baby formula. Bobbie recently launched their Organic Infant Formula and Organic Gentle Infant Formula at Target, so you can easily pick up their high-quality formula on your next run.
Bobbie
The first of its kind, Bobbie formula is USDA Organic and meets all FDA requirements. Its a complete nutrition milk-based powder modeled after natural breastmilk, making it easy on sensitive tummies.
Willow
When you become a new mom, managing everything while pumping can feel like a literal juggling act. That’s why Willow has become a game-changer for so many moms with its hands-free, wearable breast pump. Designed for busy moms who don’t want to be tethered to a wall, Willow’s sleek, spill-proof design lets you pump on the go, giving you the freedom to tackle your day while providing the best for your baby. We’re big fans of hands-free pumps at The Everymom, and Willow’s whole line of pumping products are at Target right now.
Willow
This Willow pump pumps quietly and discreetly (no dangling tubes, bottles, or external motors) so you can do it all without sacrificing efficiency or comfort. Plus, it’s also app-connected, making it as easy as ever to control your pumps.
Proudly
Proudly is the baby brand every parent didn’t know they needed, especially if your baby has sensitive skin. Co-founded by Gabrielle Union and Dwayne Wade, Proudly offers a thoughtful range of baby care products designed for melanated skin without harsh ingredients. From their ultra-gentle baby lotion to their fragrance-free wipes, every product is crafted with care to ensure your baby’s skin stays soft and hydrated. Plus, this bundle was featured on Oprah Winfrey’s My Favorite Things List in 2023, so you know it’s the real deal.
Proudly
This three-piece set is an absolute go-to for moisture-boosting, hydrating, nourishing care for your little one’s extra sensitive skin.
Wildbird
Carrying your fast-growing baby for hours is a whole lot easier—and more stylish—with Wildbird, an editor-fave baby carrier brand. Known for their cute, soft, breathable fabrics, Wildbird is perfect for parents who like to keep their baby close while staying hands-free. Available at Target, you can find an exclusive collection of Wildbird slings in different colors and patterns that blend fashion with function. Whether you’re running errands or just want some extra bonding time, Wildbird slings are a game-changer for the newborn stage.
WIldbird
Safe for babies ranging anywhere from 7 lbs to 45 lbs, this simple, chic, and functional carrier is a must-buy.
Frida Moms
No mom should feel unsupported during their postpartum recovery, and Frida Mom is here to ensure that. Famous for their no-nonsense approach to mom care, Frida Mom offers everything you need to make those first weeks more manageable. Their full Frida Baby and Frida Mom lines are at Target, so you can stock up on all the must-haves that every new mom needs for ultimate comfort.
Firda Moms
This kit has everything you need for a simple regimen to soothe and relieve pain after birth and help you on your postpartum journey.
Bibs
Whether you choose to formula feed, combo feed, or exclusively pump, finding the right bottle is essential to your feeding journey. There are tons of options out there, and Bibs has just upped the ante with their new glass baby bottle. Known for their minimalist pacifiers, Bibs brings the same Scandinavian design to their glass bottles, which are equally stylish and practical. Now available at Target, Bibs glass bottles come in a variety of soft neutral colors, making them an adorable addition to your baby essentials. It’s a blend of chicness and functionality (quiet luxury, if you will) that both you and your baby will love.
Bibs
Designed with the child’s needs in mind, this bottle is made of borosilicate glass, which is temperature- and thermal shock-resistant, and super durable. Also, the nipple is equipped with an anti-colic valve which lets out air to reduce air swallowed while feeding.
Lovevery
When you welcome a new person into your family, you also tend to welcome a whole mess of loud and not-so-cute toys. That’s not the case with Lovevery, which is why so many people are obsessed with their Montessori-inspired Play Gym and Play Kits. Lovevery recently launched at Target, and you can now get The Play Gym there, along with a new exclusive collection of play-to-learn essentials tailored towards kids ages newborn to 18 months—all priced under $25.
Loveevery
Our babies were obsessed with their Play Gyms, and your little one is also sure to enjoy exploring all the different textures and colors.
Mockingbird Stroller
Mockingbird is one of our favorite stroller brands (a Registry Awards winner, actually), so the fact that it’s available at Target is a godsend. The Single-to-Double Stroller has so many great features, including an extendable UPF 50+ canopy, adjustable handlebar, and suspension, and it works with a variety of car seat adaptors. The starting price is $395, making it a luxury option at a reasonable price.
Mockingbird
The Mockingbird stroller is a great option if you want all the bells and whistles of a fancy stroller without the crazy price tag attached.
Babyletto
For new parents looking to set up a nursery, picking out a crib and other nursery furniture can be overwhelming. Fortunately, trusty Target has some great options. Babyletto is one of those options that offers stylish furniture at a good price.
All the Diapers
Not every diaper brand works for every baby, and that’s why Target is a great spot to head to for diapers, as there is a wide range of brands to try, including Millie Moon, Honest, Hello Bello, their store brand Up & Up—the list goes on. Insider tip: They also regularly offer diaper deals through Target Circle.
Target often has deals, such as “Spend $100 on diapers and get a $30 Target Gift Card.” Diapers are a necessary expense that lasts years, so you might as well get a Target Gift Card in return. You can then use that gift card on fun items for yourself, but who are we kidding—you’ll probably use it on more diapers.
Pampers
Pampers’ Pure Protect Diapers are made with plant-based liners enriched with shea butter to help protect baby’s delicate skin and are hypoallergenic.
Millie Moon
This is a new-to-the-scene diaper brand only available at Target. They are luxury diapers with great quality, but the price is surprisingly reasonable.
The Honest Company
Made with plant-based materials and sustainable fluff, these are a great eco-friendly option that are still super absorbent and comfortable for your little one.
Hello Bello
On top of high-quality leak protection material, these diapers cute and unique alphabet soup design.
ABOUT THE AUTHOR
Amanda Shapin Michelson, Former Editor
Amanda is a writer specializing in health, wellness, and motherhood. She recently wrote the book Pregnancy Hacks, sharing tips to comfortably get through the major ups and downs of pregnancy. She currently works for Babylist and lives in Maryland with her husband, kids Millie, Ezra, and Sloane, and pup Ollie.
ABOUT THE AUTHOR
Steph Alleva Cornell, Branded Content Editor
Since becoming a young mama in 2020, Steph has found joy in creating beautiful yet relatable content surrounding the raw realities of motherhood. She believes showcasing both the wonders and struggles of being a parent helps other mothers understand that they are not alone in their journey.
ABOUT THE AUTHOR
McKenna Pringle, Branded Content Editorial Assistant
Ever since she was introduced to editorial work during her freshman year of college in 2019, McKenna’s passion for this field and drive to gain as much experience and knowledge as possible has only continued to grow day by day. Some of her favorite topics to write about are entertainment, culture, and lifestyle.
Why You Can Count on Us
The Everygirl Media Group has brought valuable content to our readers for 12+ years. In 2018, The Everymom set out to ensure that all moms know they’re not alone. If you find yourself seeking advice on how to style the latest fashion trend or searching for the best kid-friendly coffee table, we have the answers. And if you’re wondering what’s actually worth it from a sale or looking for a review of the hottest new kids’ product, we’ve got that covered too. From our annual Registry Awards and beloved holiday gift guides to the shopping round-ups you find on our site every day, The Everymom commerce team is well-versed in sifting through thousands of products to curate a digestible list for you. We combine our own experience with in-depth research to bring you a selection that meets our high standards for both fashion and function.
This post contains a sponsored inclusion of Brainiac but all of the opinions within are those of The Everymom editorial board. We only recommend products we genuinely love.