Kimberly-Clark Corporation announced the launch of new, limited-edition Huggies Little Movers Camo Diapers. The new design diapers range will be available exclusively at Walmart for parents who want their kids look military-styled.
For every pack of Huggies Camo Diapers purchased, Huggies Every Little Bottom program will help diaper a baby in need by donating to Operation Homefront, which provides emergency assistance to the families of service members and wounded warriors, says the press release. The range will be available for a limited time from September to November 2011. This year, Huggies Every Little Bottom will donate up to 500,000 diapers to military families.
«Huggies Camo Diapers are shaped to fit like classic Huggies Little Movers Diapers and combine a fashionable camouflage design with the proven performance of the Huggies brand,» said Erik Seidel, vice president for the Huggies brand. «We are proud to partner with Walmart to introduce Huggies Camo Diapers and to join with Operation Homefront to support service men and women and their loved ones.»
Another part of the campaign is aimed to spread the word about helping service members and families in need of assistance. To do this, Huggies, Walmart and Operation Homefront will host baby showers for expectant military moms in five locations across the U.S. The first baby shower will take place in Washington, D.C. this month, following the same events in September in Fayetteville, Arkansas, San Diego, California, San Antonio, Texas and Fort Bragg, North Carolina. The news on the initiative can be followed on the Huggies Facebook page.
According to a report in USA Today, the upscale diaper designs are part of a wider industry move to more chic diapers, which can cost up to 20 percent more than usual diapers. After a four-year decline in births during the economic downturn, most diaper makers in the $5 billion diaper industry are seeking new ways to boost sales.
Design diapers have a huge popularity as parents consider it to be a more affordable fashion trend for babies, rather than buying new clothes for them. Last year Huggies launched diapers that looked like jeans and relaunched them this spring when it sold 60 million.