Huggies has launched new Pull-Ups Explorers which are designed to take active and moving babies on their journey to becoming a Big Kid.


The new look Pull-Ups range features Pull Ups-Training Pants and Pull-Ups Explorers in a variety of sizes and designs.

To mark the launch of the new-look portfolio, Pull-Ups will be debuting the ‘Big Kid Game’, a multi-million-pound, multi-media marketing campaign. The ‘Big Kid Game’ invites families to mark each milestone of child development, allowing them to share and celebrate their achievements on social media or with friends and family, by using hashtags and special ‘Big Kid Game’ digital stickers - with loud, proud, party-popping recognition. The campaign will be live across TV, OLV, in-store activations and influencer marketing from mid-July.

Pull-Ups Explorers will be available for all major retailers by August 2020. The full Huggies Pull-Ups range includes: Pull-Ups Explorers, Pull-Ups Trainers Day and Pull-Ups Trainers Night.

Head of personal care marketing at Kimberly-Clark in the UK and Ireland Matt Stone said: “Pull-Ups is well known for training big kids for over 30 years but we believe that becoming a Big Kid is so much more than potty training. From the moment they stand up, everything changes for kids – and for parents. We think the Big Kid phase of exploration and achievement is the most exciting – full of incredible firsts and milestones to achieve – and we want to help families to celebrate every single one. We’ve introduced Pull-Ups Explorers to the range to ensure we are there with families; to enable all of these amazing moments, from standing up right through to toilet training.”