Huggies is giving baby bottoms a fashion boost, rolling out a new diaper designed with the look of camouflaged military apparel at Walmart stores nationwide.
The move comes months after limited edition Huggies “Jeans Diapers” — a jean-like diaper design — became a sell-out hit with consumers, and after another diaper was issued with pink ruffles.
The upscale diaper designs are part of a wider industry move to more exclusive, chic diapers, which can cost up to 20 percent more than conventional diapers, according to a report in USA Today.
After a four-year decline in births during the economic downturn, most diaper makers in the $5 billion diaper industry are seeking novel ways to boost sales, the newspaper said.
For every pack of “Little Movers 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, Huggies said in a press release. Huggies Every Little Bottom plans to donate up to 500,000 diapers to military families.
The Huggies brand, Walmart and Operation Homefront will host baby showers for expectant military moms in five locations across the U.S. to spread the word about helping service members and families in need of assistance. The first baby shower will take place in Washington, D.C. this month, with subsequent events planned for September in Fayetteville, Ark., San Diego, Calif., San Antonio, Texas and Fort Bragg, N.C.
Huggies “Little Movers Camo Diapers” will be available exclusively at Walmart stores nationwide for a limited time between September to November 2011.