
Today, The Happy Hues Company, a trailblazer in baby essentials known for its commitment to inclusivity and joy, proudly announces its nationwide retail expansion with Target. This marks the brand’s first major retail venture and introduces a new array of products, strengthening its position in the $88 billion Baby and Toddler Care industry.
Eunique Jones Gibson, the founder and visionary behind The Happy Hues Co., expressed her excitement: “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.”
Founded by cultural architect and brand builder Eunique Jones Gibson, The Happy Hues Co. has quickly gained recognition for its unique approach to representation and joy. The brand’s debut product, Big-ups training pants, featured the Happy Hues Crew—a diverse group of animated characters designed to make potty training a more inclusive experience. This innovative approach, combined with a mission to nurture happy and healthy babies, has led to national acclaim and the exciting partnership with Target.
Gibson added, “We’ve been working at this for over four years, so to partner with Target just 18 months after launching, in such a highly competitive category, and as a Black-owned and mom-founded business is mind-blowing. It’s a testament to how necessary the enduring message of joy, happiness, and community is within the diaper aisle.”
The new product lineup includes the flagship Big-ups training pants, along with new additions such as Wipe Me Downs, fragrance-free baby wipes. Returning designs like “I Am” and new motifs like “Hey Young World,” a cheerful space-themed pattern, will be featured. The brand is also expanding into the diaper category with Cuddlers for newborns and infants, and Go-Getters for walkers and crawlers. Each diaper is hypoallergenic and infused with shea butter.
Cuddlers will feature designs like “I Am” to uplift babies and “You’ve Got This” to support parents. Go-Getters will include playful designs such as “Poop! There it is,” and “Hug Life,” nodding to the potty training journey.
Building on its mission, The Happy Hues Co. continues to engage children through new 3D animated episodes and live mascot appearances at events. Their redesigned website features a unique customization tool, allowing consumers to create a Happy Hues Crew member that resembles their child, reinforcing the company’s commitment to representation and community.
The Happy Hues Co. products are unisex, shea-butter infused, and feature hyper-dry absorption, a snug fit, double leak guards, 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 exclusive to online purchases for $29.99 each.
With every purchase, 5% of net proceeds will be donated to non-profit organizations supporting underserved youth.
For more information, visit https://happyhues.com.
About The Happy Hues Co.:
The Happy Hues Co. is dedicated to building a better world by nurturing happy and healthy babies. Partnering with parents, the company creates quality products that foster joy, confidence, and community in young children.