Kimberly-Clark Corp. is bringing fashion sense to the diaper category.


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Kimberly-Clark rolls out Huggies Little Movers Jeans Diapers

May 21st, 2010

DALLAS – Kimberly-Clark Corp. is bringing fashion sense to the diaper category.

The company on Thursday announced the national availability of the limited-edition Huggies Little Movers Jeans Diapers, a denim-style diaper for babies during the summer months.

Kimberly-Clark said the new diaper is the first of its kind in the United States and is available from June through July, wherever diapers are sold.

The Huggies Little Movers Jeans Diapers launch in North America will be supported by an integrated marketing program including fashion shows, celebrity partnerships, social media, public relations, digital and e-commerce partnerships, television, mall and Internet advertising, as well as highly visible and unique in-store displays and cross-promotions, according to Kimberly-Clark.

Huggies Jeans Diapers come in three sizes, from size 3 (16 to 28 lbs.) through size 5 (over 27 lbs.) for a suggested retail price of $9.59 for a jumbo pack and $19.99 for a big pack.

"Jeans have always been a mommy fashion must-have, but now it's time for their little ones to steal the style," remarked Stuart Schneider, senior brand director of Huggies. "The design helps babies stay trendy while keeping dry with the same revolutionary design and proven leakage protection that moms have come to know and trust from the Huggies brand."

First launched in Israel in 2007, Huggies Jeans Diapers have been a success in more than 20 countries around the world, including Russia, South Korea, Mexico and Singapore, the company said.

"Following the success of our global Huggies brand teams," Schneider stated, "we're inviting consumers to engage with the Huggies brand in the same way they would engage with a fashion brand they love. From baby fashion shows to celebrity partnerships, we're challenging moms to look at diapers in a whole new way."

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