Procter & Gamble’s Pampers is to extend beyond nappies for the first time in the brand’s 39-year history with the launch of a range of babies’ and children’s clothing and accessories.
Pampers Children’s Wear will span newborn babies to toddlers and will include bodysuits, T-shirts, legwear, hooded towels, mittens, booties, socks, washcloths and blankets.
Some of the products will have special features, such as newborn body suits with a cut-out for umbilical cord care and Velcro fastenings instead of snap closures. Many of the products will feature the designs that illustrate packets of Pampers nappies.
P&G vice-president and general manager for baby care Deb Henretta says: “The pampers brand is becoming more than diapers and wipes. This is one step towards making strides as a total baby care company.
“Babies can be wrapped in Pampers from head to toe at birth and continue through the crawling, walking and running stages.”
Children’s clothing manufacturer Dana Undies has a licence to produce and sell the line in the US and Canada. It is likely Pampers Children’s Wear will be rolled out to other markets, though it is not known when it will hit the UK.
The range will be available in chemists and food and mass retailers. P&G and Dana Undies are working on marketing plans which include consumer advertising, direct mail and joint promotions.