Target Baby Concierge Powered by Tot Squad: Expert Help for Every Parenting Journey
Preparing for a new baby is one of life’s most exciting milestones. But let’s be honest—between the hundreds of product options, endless registry checklists, and well-meaning advice from family and friends, it can also feel overwhelming.
That’s where the Target Baby Concierge Powered by Tot Squad comes in. This new program offers parents free, one-on-one support from trained Baby Specialists—virtually and in select Target stores—so families can feel confident and supported while preparing for their little one.
About Tot Squad
Tot Squad was founded in 2010 by Jen Beall Saxton, a mom of two and entrepreneur with more than 15 years of experience in the baby industry. Recognized by national media outlets for creating a new category of parenting support, Tot Squad has raised millions to scale its mission of making expert care accessible to parents everywhere.
At its core, Tot Squad’s mission is simple: to empower parents with instant access to vetted experts and support. Think of it like having a best friend who also happens to be a certified baby and parenting professional. From sleep coaches to lactation consultants to car seat safety technicians, Tot Squad connects parents with trusted specialists who can make the early days of parenthood less overwhelming and more joyful.
Introducing the Target Baby Concierge Program
Building a baby registry should be fun, but for many new parents, it quickly turns into a stressful guessing game. How many swaddles do you really need? Which car seat fits your lifestyle? What’s a must-have versus a nice-to-have?
The Target Baby Concierge Powered by Tot Squad was designed to answer exactly those questions. Parents can book a free, 30-minute session with a Baby Specialist—online or in select stores—to get personalized guidance and peace of mind.
The program launched virtually nationwide on August 1, 2025, and rolled out in-store at 15 Target locations across Los Angeles and Minneapolis beginning September 13, 2025. It’s the first program of its kind at a national retailer, and it represents Target’s commitment to giving families more than just products: true support and expertise.
Who Are the Baby Specialists?
Baby Specialists are the heart of the program. These are trained experts who work one-on-one with parents to make the registry experience smoother, smarter, and even fun.
Some Baby Specialists bring professional certifications, such as:
- Certified Pediatric Sleep Consultants, who guide families through healthy sleep routines.
- International Board-Certified Lactation Consultants (IBCLCs), who support breastfeeding and pumping journeys.
- Child Passenger Safety Technicians (CPSTs), who ensure car seats are installed and adjusted correctly.
Others are highly trained parent coaches with deep knowledge of Target’s registry system and product assortment. All Baby Specialists go through a rigorous recruitment and screening process: background checks, reference checks, interviews, and a detailed onboarding program.
Tot Squad provides ongoing training so Baby Specialists stay up-to-date on Target’s product mix, registry perks, and evolving parenting trends. That means parents get advice they can trust, tailored to their lifestyle and needs.
How the Program Works
Booking Your Appointment
Parents can reserve a free session through the co-branded Target Baby Concierge website. Appointments are 30 minutes long and available seven days a week, depending on Baby Specialist availability.
Virtual Appointments
Virtual sessions are available nationwide. Parents meet with a Baby Specialist over video, making it easy to get expert advice from the comfort of home. During the session, the Baby Specialist will:
- Review your registry (or help you start one from scratch).
- Talk through top product categories, from strollers and car seats to feeding and nursery essentials.
- Answer questions about what’s truly essential versus optional.
In-Store Appointments
For parents who prefer hands-on guidance, in-store appointments are available at select Target locations in Los Angeles and Minneapolis. Guests check in at Guest Services, where a Baby Specialist—wearing a branded lanyard or purple shirt—will meet them. Together, they walk the baby aisles, explore product options, and build the registry in real time using the Target app.
Baby Specialists may also tidy displays or restock sample products after appointments, ensuring the baby section looks welcoming for every guest.
What to Expect During a Baby Concierge Session
Every session is personalized to the family’s needs. Parents might come with a detailed list of questions, or they may be starting from scratch with no idea where to begin. Either way, Baby Specialists are trained to make the process stress-free.
Typical topics covered include:
- Car seats: choosing the right model for your vehicle, lifestyle, and child’s age.
- Nursery basics: cribs, mattresses, and safe sleep accessories.
- Feeding essentials: bottles, pumps, formula, or breastfeeding support.
- Everyday needs: diapers, wipes, clothing, and swaddles.
Baby Specialists don’t just point to products—they explain why a certain item may or may not be a fit for your family. Parents leave with a registry that reflects their lifestyle, budget, and values.
At the end of each appointment, guests are encouraged to complete a short survey to share feedback. This helps Tot Squad and Target continuously improve the program.
Not Just for Baby Registries
While many families book Baby Concierge sessions to build their Target Baby Registry, the service is just as helpful for those who aren’t registering at all. Parents with toddlers may need guidance choosing a new car seat, while grandparents might want help picking safe gear for their home. Baby Specialists meet each family where they are—whether that’s creating a registry from scratch or getting answers about one specific product.
Why the Target Baby Concierge Matters
Reducing Registry Stress
Research shows that one in three expectant mothers report feeling stressed when creating a registry. Between rising product costs and endless choices, it’s no wonder so many parents feel overwhelmed. The Target Baby Concierge program directly addresses this by providing free, personalized support.
Avoiding Unused Purchases
Many parents end up with items they never use, while missing out on essentials they truly need. Baby Specialists help parents make smarter decisions from the start, which not only saves families money but also reduces returns for Target.
Meeting Modern Parenting Needs
Studies show that 70% of new moms use at least one postpartum support service during recovery, but fewer than half receive all the support they need. By integrating expert guidance into the registry process, Target and Tot Squad are helping fill that gap—making sure families get the products and the support they need to thrive.
The Partnership Between Target and Tot Squad
This program represents a true collaboration.
- Target provides the retail footprint, digital marketing, and registry platform to reach millions of families.
- Tot Squad recruits, screens, trains, and manages Baby Specialists, ensuring high-quality guest experiences at every touchpoint.
Together, they are pioneering a new era of baby registries—one that moves beyond products and focuses on what parents need most: confidence, connection, and support.
Conclusion
Preparing for a baby is a big milestone, but it doesn’t have to feel overwhelming. With the Target Baby Concierge Powered by Tot Squad, families gain access to free, expert-led guidance that makes building a registry simple, stress-free, and even fun.
Whether online or in-store, Baby Specialists help parents cut through the noise, focus on what matters most, and walk away feeling prepared for the journey ahead.
For Target, it’s another way to deliver exceptional guest experiences. For parents, it’s a reminder that they don’t have to do this alone—because every parent deserves a squad.
