Baby & Toddler Care Company, The Happy Hues Company Expands Nationwide Presence With Target Debut and New Product Offerings

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.

View source version on businesswire.com: https://www.businesswire.com/news/home/20240826921508/en/