Book a free, one-on-one session with a Baby Specialist in select Target stores or online.
Our Specialists are trained experts in baby gear and have parenting and industry experience. From strollers to car seats to your Target Baby Registry, they'll help you confidently select the best baby products for your family.
Schedule an appointment online with one of our baby specialists.
More locations coming soon!
Want baby concierge at a store near you? Click here to let us know!
"I didn’t really know where to begin but Priscilla made me feel more at ease. I loved that she shared from personal experience and gave me good expectations for using products for different needs, age of my kids, and value for price."
"I’m happy that Target is rolling out the Baby Concierge in-person service. Speaking with a specialist like Priscilla who shared her wisdom and recommendations from her own parenting experience really put me at ease and gave me confidence in understanding my options. I really appreciate her taking time to meet with me!"
"What I found most useful was learning from the vast amount of knowledge that the concierge had which helped me understand my product options much better."
Help parents find and register for useful products that will make parenting easier.
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Tot Squad is a digital marketplace that connects new and expectant parents with trusted parenting experts - from sleep and lactation support to nutrition and car seat safety. Families can book services, add gift cards or a Motherfund to their Target Baby Registry, and now schedule Target Baby Concierge consultations through our Target partnership.
We also support parenting professionals by helping them grow their businesses with marketing, scheduling, and payment tools.
Yes! Your Target Baby Concierge appointment is 100% free, thanks to our partnership with Target. If you need guidance on what gear to buy, or want support on building your Target Baby Registry, our certified Tot Squad Baby Specialists are here to support you - at no cost.
Every Baby Specialist from Tot Squad is carefully vetted and thoroughly trained, ensuring their expertise in specific baby products and registry building. Specialists bring firsthand parenting experience or have professional backgrounds as doulas, postpartum specialists, or parenting educators. Think of them as your go-to guide for all things baby!
No! You do not have to be a first-time parent to book an appointment. We also welcome growing families updating their gear, grandparents preparing their homes for visits, and friends helping loved ones build a Target Baby Registry. Our Tot Squad Baby Specialists can help you choose exactly what you need for babies in your family or baby number two, three, or beyond.
Appointments must be booked online in advance - we’re not able to accommodate walk-ins at this time.
Visit babyconcierge.totsquad.com to book your free appointment today!
Each Baby Concierge appointment is scheduled for 45 minutes.
During that time, your Baby Specialist will walk you through your registry essentials, answer questions, and help you compare products that fit your lifestyle and budget.
If you need more time to finish your registry or explore additional categories, you’re welcome to book another session — many parents find that two appointments are perfect for completing their full registry with confidence.
Our Baby Concierge service is currently available in select stores in Southern California and Minneapolis. You can also book a virtual appointment if you're not able to visit in person.
Stay tuned for more locations to launch in the future! Want Target Baby Concierge in your city? Tell us here!
Great! This will help streamline your appointment. Your Tot Squad Baby Specialist will pick up right where you left off - answering your questions, filling in any gaps, and helping you finalize your Target Baby Registry with expert guidance tailored to your needs.
You don’t need to bring anything - but if you are planning to build a Target Baby Registry, downloading the Target app and setting a Target Baby Registry up is recommended. That way, you can get the most out of the time with the Tot Squad Baby Specialist and dive right into chatting about products! For virtual appointments, we recommend joining from a computer for the best experience.
Yes, you’re welcome to bring a partner, friend, or family member with you.
No problem! Your Tot Squad Baby Specialist can help answer any questions related to product gear and different stages of your parenting journey.
Definitely! You’re welcome to reschedule at the following site babyconcierge.totsquad.com. The more advance notice given to our Tot Squad Baby Specialist the better, since we can offer that time to another family.
Your Tot Squad Baby Specialist will be waiting for you at the Guest Services desk at your appointment time. If you don’t see your Tot Squad Baby Specialist, a Target Team Member at Guest Services can direct you. If you have any issues, you can also reach the Baby Concierge team at babyconcierge@totsquad.com for support.
If you have any issues, you can reach the Baby Concierge team at babyconcierge@totsquad.com for support. If you are in a Target store and don’t see your Tot Squad Baby Specialist, a Target Team Member at Guest Services can direct you.
Your Tot Squad Baby Specialist will check in at Guest Services before your appointment and will be wearing a branded lanyard (and/or shirt) so you can easily identify them.
Not all stores have the same selection of baby items. If an item isn’t available in-store, your Tot Squad Baby Specialist can still help guide you on its features and whether it will be a good fit for you and your specific lifestyle. You will be able to view the item online or in the Target app and add it to your Target Baby Registry.
Target store team members can help you with finding items, but Tot Squad Baby Specialists are specially trained in baby gear and Target Baby Registry building. If you need expert guidance, your Baby Concierge appointment is the best place to get it.
Life happens! If you miss your Baby Concierge appointment, that’s okay - there’s no penalty or fee. We just encourage you to reschedule so you can take advantage of your free session. You can easily rebook online at babyconcierge.totsquad.com whenever it’s convenient for you.
Yes! Your Tot Squad Baby Specialist will recommend baby gear tailored to your lifestyle - and can also connect you with helpful Tot Squad services like lactation support, sleep coaching, or car seat safety checks.
Your Tot Squad Baby Specialist can help you actively add and save items to your Target Baby Registry in your Target App. After the session, you can easily refine or edit your Target Baby Registry to make it fit your personal needs.
If you still need additional time to research and decide between a few similar items, we encourage you to add them all to your Target Baby Registry and then remove any you decide against later.
Currently, sessions are only offered in English. We hope to offer additional language support in the future.
Your Tot Squad Baby Specialist will offer unbiased guidance tailored to your needs, preferences, and budget.
Yes! You’re welcome to book as many appointments as you need. Many parents schedule multiple sessions for ongoing support.
We recommend booking your Target Baby Concierge appointment about 2–3 months before your due date - or a few weeks before your baby shower - so you have plenty of time to build or update your registry, share it with friends and family, and receive gifts. Appointments fill up quickly, so booking early helps ensure you get a time that works best for you.
Yes! As your baby transitions out of the infant car seat, a Tot Squad Baby Specialist can help you explore the next stage - usually a convertible or all-in-one car seat. We’ll walk you through options that fit your lifestyle, budget, and vehicle size, and help you compare features like extended rear-facing limits, ease of installation, and comfort.
While we don’t provide installation advice during baby concierge consultations, you can connect with one of our certified Child Passenger Safety Technicians (CPSTs) for expert guidance on choosing and installing the right seat safely.
While we don’t offer coupons or samples during the appointment, Target Baby Registry users get a Welcome Gift (~$100 value) and 15% off on remaining items in their Target Baby Registry. The Welcome Gift often includes coupons, samples, and other registry perks - check your Target Baby Registry dashboard for current details and availability.
