Kimberly-Clark Corp.'s Huggies baby care brand has brought Huggies Jeans Diapers back out on store shelves as part of its Every Little Bottom program to help babies in need.


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Huggies brings back limited-edition denim diaper

May 9th, 2011

DALLAS – Kimberly-Clark Corp.'s Huggies baby care brand has brought Huggies Jeans Diapers back out on store shelves as part of its Every Little Bottom program to help babies in need.

The company said Monday that Huggies Jeans Diapers, which made their debut last May,  and Huggies Jeans Wipes will be available for a limited time through July at retail outlets nationwide. The denim-styled diapers offer the same leakage protection as the Huggies brand and feature the same design found in the brand's Little Movers Diapers, which allow babies to move, crawl and scoot.

Kimberly-Clark noted that one in three American mothers and one in five Canadian moms have faced the choice between diapers and other basic needs like food. Through the Every Little Bottom initiative, Huggies brand will donate 22.5 million diapers this year. In addition, for every pack of Huggies Jeans Diapers or Huggies Jeans Wipes purchased, the Every Little Bottom program will help diaper a baby in need.

"Diaper need in North America is an overlooked issue, and Huggies is proud to serve as the leading diaper brand committed to raise awareness of this growing issue by spreading the word and helping as many families as possible," commented Erik Seidel, vice president for the Huggies brand. "While Huggies is dedicated to ensuring families across North America have access to diapers, we know that an effective, long-term solution weighs heavily on the support of partner organizations, grassroots efforts and most importantly, moms who understand the importance of clean, dry diapers."

"This summer, we are encouraging parents all across North America to help contribute to this cause by purchasing packages of the limited-edition Huggies Jeans Diapers and wipes. Together, we can help make sure that moms nationwide are able to provide their babies a clean, dry diaper," added Seidel.

Huggies brand is also inviting parents to show their support by showing off their baby's summer style. Parents can upload a photo of their child wearing the jeans diaper to an online photo gallery to create a photo card or choose to support a baby in need by sending their child's photo down a themed virtual runway at Huggies.com. For each photo uploaded or "liked," the Huggies brand will donate a diaper to the Every Little Bottom program.

Every Little Bottom was developed in 2010 to address a critical issue in America — diaper need. Last year, the effort donated 20 million diapers in the United States and 2.5 million diapers in Canada, according to Kimberly-Clark.

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