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06/17/2021

Target Expands Baby Offerings with Pampers Hybrid Diaper

Cyndi Loza
Managing Editor, Member Content, P2PI
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Target is bolstering its offerings in the baby category with a new hybrid cloth diapering system from Procter & Gamble's Pampers, and "luxury" diapers and wipes from Millie Moon.

The Pampers Pure Protection Hybrid Diaper kits rolled out to Target and target.com this spring, encompassing reusable cloth diaper covers and disposable liners for babies ranging from 8 to 35 pounds in weight. The cloth diapers are designed with leg elastics and waist snaps to adjust as babies grow, and work in tandem with the disposable plant-based liners to provide a diapering system that is part reusable and part disposable. (See video below.) Both starter and trial kits, as well as 52- and 92-count disposable insert SKUs and 1- and 3-count cloth diaper packs are available at the retailer. It is unclear if and when they will roll out to other retailers. 

A feature in the retailer's June 13 circular spotlighted the line's trial kits, comprising one cloth diaper and 13 inserts. The retailer is also promising Target Circle loyalty members $5 or $10 off the purchase of a trial or starter kit, respectively, through July 31. 

Elsewhere in the baby category, the retailer is exclusively carrying a new collection of "luxury" diapers and wipes from Millie Moon. A sponsored Facebook update from the brand is spotlighting its availability at Target and encouraging trial by dangling a $10 Target gift card with purchase of $50 worth of Millie Moon SKUs at the retailer from June 2-26. A brand shop on target.com and multiple social media updates from Millie Moon also plug the brand's availability at Target.

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