International News - Kmart targets Hispanics with baby kit launch

Kmart is issuing baby kits for expectant and new mums at its stores in areas heavily populated by Latin Americans.

The 45,000 'Cosas para Bebe' kits will include money-off coupons for brands such as Kimberley Clark and Buena Vista, and a book in English and Spanish on caring for babies.

Kits went into 160 of Kmart's 1,800 stores in 11 largely Hispanic markets on Sunday. The kits will be highlighted in stores with signage pushing the message 'wee stuff that's free stuff'.

The initiative is the latest in a series of campaigns by the company to target Hispanic customers.