WASHINGTON, August 26, 2024 — The Happy Hues Company, known for its focus on joy, inclusivity, and representation in baby care, is celebrating a major milestone. The company is set to launch its products nationwide in Target stores and online, marking its first national retail expansion.
Founded by cultural architect Eunique Jones Gibson, The Happy Hues Company has gained recognition for its unique approach to baby essentials. The company initially made waves with its Big-ups training pants, which feature an animated series called the Happy Hues Crew. This series introduced diverse characters to potty training, offering both representation and community.
“We’ve been working towards this for over four years, so partnering with Target just 18 months after launching is incredible,” said Gibson. “This partnership highlights the importance of our message of joy and community in the diaper aisle. We’re excited to enhance the journey for families with our products and affirm the experiences of young children.”
The company’s product line now includes the Big-ups training pants and new items such as Wipe Me Downs, fragrance-free baby wipes. The original “I Am” design with positive affirmations will return, along with new designs like “Hey Young World,” which features a space-themed motif for toddlers. The lineup also expands into diapers with Cuddlers for newborns and Go-Getters for walkers and crawlers, all hypoallergenic and infused with shea butter.
Cuddlers will feature designs like “I Am” and “You’ve Got This” to support both babies and parents. Go-Getters will include playful designs like “Poop! There it is” and “Hug Life.”
In addition to its products, The Happy Hues Company continues to engage children through new 3D animated episodes and in-person mascot appearances at various events. The company has also launched a redesigned website with a feature allowing consumers to customize their own Happy Hues Crew member to reflect their child or inner child, enhancing the sense of self-worth and belonging.
The Happy Hues products are unisex, shea-butter infused, with features like hyper-dry absorption, a snug fit, double leak guard, and a freshness flag wetness indicator. Big-ups and Wipe Me Downs are available in stores and online for $19.99 and $6.99, respectively, while Cuddlers and Go-Getters are exclusively online for $29.99 each.
5% of net proceeds from each product will be donated to nonprofits that support underserved youth, aligning with the company’s mission to give back to the community.
