Huggies is making history! For the first time the brand is putting dads in the spotlight—and on the front of the new Special Delivery diapers’ packaging.

Created for “ultimate skin comfort,” Huggies Special Delivery diapers are the brand’s softest diapers yet and made with plant-based materials. Even though the diapers are getting plenty of attention from parents, just about everyone has noticed the new box design.

photo: Courtesy of Huggies/PRNewswire

Not only is the sleek black and white box a departure from the typical cutesy-cutesy baby look, but three out of the seven designs feature dads. Huggies North America brand director, Kristine Rhode, told USA Today, “We really believe in celebrating all parents and the great job that parents are doing.” Rhode went on to say, “When you think about the important role that dads have in the family today and how that continues to grow, we wanted to make sure they were equally celebrated.”

So what do parents think about the dad-friendly design? Tori Bridges, mother of one of the babies featured on the boxes, told USA Today, “It means a lot especially the representation in society with African American fathers. They’re not necessarily out there as much, and this is really changing the narrative.”

Model Orlando Thompson, who posed with Bridges’ daughter, added, “There’s a stereotype that’s out there that dads in general, not just a particular race, are not connected to their kids and not affectionate. This should have been displaced a long time ago.”

—Erica Loop



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