A dose of happy just hit Target’s baby aisle thanks to Big-ups and Wipe Me Downs!
In 2023, cultural architect Eunique Jones Gibson, the creative visionary behind Because of Them We Can and CultureTags, introduced The Happy Hues Co., a brand that’s redefining what it means to celebrate diversity and joy in the world of baby essentials. From the outset, The Happy Hues Co. disrupted the baby essentials industry, not just with its shea butter infused products, but by centering joy, culture, and representation in every detail. Big-ups, their flagship training pants, arrived alongside a quartet of four diverse characters, offering something truly unique: baby care products that speak to the vibrancy of our communities.
But this isn’t just about products—it’s about breaking barriers. For a Black woman-owned brand to step into the retail space in a category historically dominated by major players is nothing short of revolutionary. Eunique’s journey is a testament to the resilience, creativity, and tenacity that Black women bring to industries where we are often underrepresented. Not only advocating for ourselves but uplifting others in the process.
“We’ve been putting in the work for over four years, so to see our products on Target shelves just 18 months after launching is surreal,” Jones Gibson reflected. “It’s not just about being on the shelf—it’s about what it means for our community to see a Black-owned, mom-founded brand in this space. It’s a powerful reminder of how necessary our stories, joy and unique perspectives are, even in the diaper aisle.”
Now, with Big-ups training pants and Wipe Me Downs baby wipes making a name for themselves, The Happy Hues Co. has expanded even further with their Target footprint. They’ve introduced Cuddlers diapers, designed for newborns and infants, and Go-Getters diapers, made for active little walkers and crawlers. Both of which are currently available online at http://target.com/.
If success leaves clues, it’s fair to say Eunique and team have been paying attention as their launch in Target has birthed an offering that extends beyond the shelves. They’ve activated their Happy Hues crew through mascots and a new 3D animated series to ensure that children not only see themselves in products but in the content that they consume. But what about the kids who can’t see themselves within these characters? They’ve thought of that too, launching a crew member module on their website that allows kids of all hues and characteristics to create and see themselves in the same vein.
“It’s not just about creating products; it’s about making sure our children grow up in a world where they see themselves reflected while also developing an appreciation for others who look nothing like them,” Jones Gibson shared. “We’re here to affirm their journey and to hopefully develop a community with parents and caretakers and littles.”
You can find The Happy Hues products now at Target stores nationwide and online. And be sure to visit http://happyhues.com/ to customize a Happy Hues crew member that reflects your child’s beauty and brilliance.
We love to see it!
Cover photo: Black-Owned Baby and Toddler Care Company Rooted in Representation Expands to Target Stores Nationwide/Photo credit: The Happy Hues Company