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The Happy Hues Company to Roll Out in Target Stores

Training pants, diapers, baby wipes offer positive affirmations to toddlers

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By: Karen McIntyre

Editor, Nonwovens Industry

The Happy Hues Company is lauching its training pants, diapers and fragrance-free baby wipes in Target stores across the U.S. This milestone marks the brand’s first national retail expansion and introduces new product offerings.

Founded by Eunique Jones Gibson, The Happy Hues Co. launched its training pants, called Big-ups, 18 months ago 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.

“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,” says 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 is hypoallergenic and infused with shea butter.

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