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.
There are 75 items in the Smarts & Crafts collection, including a 1000+ piece Craft Supply Library, Rainbow Smush Crayon and Rainbow Drops Indoor Play Tent.
"All of the products are built around the idea of open-ended play, asking questions, & ambient learning," Oldham said in a statement on the company's website.
The retailer, known for its affordable prices, has established long-term relationships with some of its celebrity partners. Drew Barrymore, for instance, has worked with Walmart on various projects. In 2013, Walmart released Barrymore's Flower cosmetics and just recently the actress released a cookware brand at Walmart. In 2019, the retailer launched a line of baby products with actors Kristen Bell and Dax Shepard.
Brandon Maxwell — an acclaimed fashion designer who has worked with Lady Gaga, Michelle Obama and Oprah — was also named creative director for Walmart's Free Assembly and Scoop in March.
Oldham himself has previously worked with Walmart. He was one of the celebrities alongside Barrymore, Neil Patrick Harris and LeBron James who hosted video sessions during Walmart's virtual summer camp in July last year.
Walmart has also maximized celebrity partnerships to drive engagement in newer platforms. In December, the retailer tapped top creators on TikTok for its first-ever livestream shopping experience — an event that exceeded expectations so much Walmart decided to launch a second event.
