20100630 denimdiapers 18
A toddler shows off his new Huggies Little Movers Jeans Diapers during the 'What's Your Denim Style' baby fashion show. The all-new jeans design by Huggies are the new look for summer. - 


Kai Ryssdal: There is, believe it or not, a new front in the diaper wars. It used to be all about absorbency, soaking up the mess and keeping things neat and tidy as possible, right? Pretty much everybody in the diaper business has that covered by now, so there's a new angle: Fashion. In diapers. I guess it's never too early to start thinking about how you look, now is it?

Marketplace's Eve Troeh reports.

Huggies commercial: When it's a number two, I look like number one.

Eve Troeh: That's Huggies' ad for its "limited edition" blue jeans diapers, printed to look like real denim. They cost about 40 percent more than regular Huggies. They've been selling out online at Wal-Mart and Target.

Today, Pampers announced its new designer diapers in plaid, stripes and ruffles. They'll be sold exclusively at Target.

Amy Colton: Something kinda quirky and special for your baby, something to talk about with other moms.

Amy Colton is with Current Marketing. She says diapers have always been printed with teddy bears or rainbows, you know, kid stuff.

Colton: And it was really more about them. This is more about mom, to have a little more fun and infuse fashion into their mominess.

She says designer disposables extend the trend of Gucci diaper bags and Burberry strollers. And she says it's no coincidence they're out in time for hot weather, making it fashionable for babies to run around with their pants off.

I'm Eve Troeh for Marketplace.

Follow Eve Troeh at @evetroeh