Why NatPat Launched Its First Spray Repellent Exclusively at Target
Children’s wellness brand NatPat ventured beyond wearables for the first time in April by launching Baby Buzz Spray insect repellent exclusively at Target.
“Target felt like the natural home for Baby Buzz Spray,” NatPat CEO and founder Michael Jankie told the Path to Purchase Institute. “It’s where parents are already shopping for trusted, thoughtfully designed baby essentials, and the baby aisle was exactly where we wanted this product to be discovered.”
The SKU is sold through Target.com and in Target baby sections nationwide. A sidecap program running April 12 through July 25 stocks the Baby Buzz Spray alongside NatPat’s Baby Buzz Patch. Baby Buzz is also being featured in a Baby Bullseye fixture as of April 12. NatPat bought ads on Target.com through Target’s Roundel retailer media network to support awareness and discovery during the launch window, further supporting the rollout with posts across the brand’s own social channels.
“Target over-indexes on natural solutions in the baby space, and the buyer took a calculated chance on a product that felt genuinely different for the category,” Jankie said. “The response and early success have been amazing.”
NatPat developed the product in response to consumer demand for an insect repellent made specifically for babies rather than a repackaged adult formula.
“That insight shaped the product: clean ingredients, a baby-specific scent, sensitive-skin positioning, and packaging that feels at home in a nursery, diaper bag, or stroller caddy,” Jankie said.
While NatPat expects the product will eventually be sold through other channels, there is no set end for the Target exclusive.
“Baby Buzz Spray is NatPat’s first spray-format repellent and our first non-patch product, so we wanted to launch it with a retail partner that understands modern families, clean-positioned products, and design-led baby care,” Jankie said. “The Target buyer also really understood what we were trying to do.”
