Baby & Toddler Care Company, The Happy Hues Company Expands Nationwide Presence With Target Debut and New Product Offerings
August 26 2024 - 10:30AM
Business Wire
The Baby and Toddler Care Company Rooted in
Representation and Inclusivity is Set To Debut Its Original Big-ups
Collection Along With All New Products Online and In Target Stores
Nationwide
Today, The Happy Hues Company, the purpose-driven and
inclusivity-centered baby essentials brand that disrupted the
industry last year, proudly announces its nationwide retail
expansion with Target. This milestone marks the brand's first
national retail expansion and introduces new product offerings,
further solidifying its rising presence in the $88 billion Baby and
Toddler Care industry.
Founded by cultural architect and brand builder Eunique Jones
Gibson, The Happy Hues Co. has built a large following for its
unique approach to joy, inclusivity and representation. Their
inaugural product offering, training pants cleverly titled,
Big-ups, debuted with an animated series featuring the Happy Hues
Crew—a quartet of diverse characters that brought representation
and a sense of community to potty training. Created with the belief
that a better world starts with nurturing happy and healthy babies,
The Happy Hues Co. achieved national recognition, culminating in
retail expansion with Target within a year.
“We’ve been working at this for over four years, so to partner
with Target just 18 months after finally launching, in such a
highly competitive category, and as a Black-owned and mom-founded
business is mind blowing,” said founder, Eunique Jones Gibson.
“It’s a testament to how necessary the enduring message of joy,
happiness and community is within the diaper aisle. It feels good
to know that we’re enhancing the journey not only through our
products, but in how we’re helping to affirm little ones along the
way.”
The product lineup consists of the brand’s flagship product,
Big-ups training pants as well as new additions like Wipe Me Downs,
fragrance-free baby wipes. The inaugural Big-ups design, "I Am,"
featuring positive affirmations, will return alongside new designs.
Among the new offerings is "Hey Young World," a cheerful,
space-themed motif reminding toddlers that the world is in fact
theirs. The brand’s assortment proposition also includes an
expansion into the diaper category with Cuddlers, designed for
newborns and infants, and Go-Getters, tailored for walkers and
crawlers. Each one, hypoallergenic and infused with shea
butter.
For Cuddlers, designs include the "I Am" affirmation to
encourage babies, and "You’ve Got This" to encourage parents during
those early morning and late night diaper changes. Additionally,
"Poop! There it is," and "Hug Life," a playfully nostalgic nod to
potty training, will be featured on Go-Getters products.
Building on its mission to nurture happy and healthy babies, the
brand continues to identify ways their four Happy Hues Crew members
can have positive touchpoints with children beyond their products.
They’ve introduced new 3D animated episodes that encourage
learning, and in-person mascot appearances at events and pop-ups
throughout the year.
With the launch of a redesigned website, The Happy Hues Company
has also developed another creative way to bring inclusivity and
community to life via a unique module that allows consumers to
customize their very own Happy Hues Crew member that resembles
their child or their inner child. Research shows that children
greatly benefit from seeing diverse characters who look like them,
enhancing their sense of self-worth and belonging (Scholastic).
This new feature furthers the company's mission.
The Happy Hues Co. products are unisex, shea-butter infused,
feature hyper-dry absorption, provide a snug-as-a-bug comfy fit, a
double leak guard and a freshness flag wetness indicator. Big-ups
and Wipe Me Downs available both in stores and online for $19.99
and $6.99, respectively. Cuddlers and Go-Getters will be available
exclusively online for $29.99 each.
Each product sold will contribute to the company’s goal to give
back with 5% of net proceeds being donated to non-profit
organizations that focus on underserved youth.
For more information please visit https://happyhues.com/.
About The Happy Hues Co.:
The Happy Hues Co. is a baby essentials company that believes
building a better world begins with nurturing happy and healthy
babies, inside and out. That’s why we partner with parents to
create quality products that help cultivate a sense of joy,
confidence and community in little ones.
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DISRPT AGENCY Adriane Jefferson happyhues@disrptpr.com
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