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Dads Grace Cover of Huggies Diaper Boxes for First Time

Huggies

The new Special Delivery diapers feature images of fatherhood rarely seen in popular culture.

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Huggies recently rolled out its new Special Delivery diapers -- which are softer and made of plant-based materials -- and for the first time, the company's boxes feature images of male parents.

The new diapers come in seven distinctive black boxes, with three portraying fathers, including an African-American dad and his child.

"We really believe in celebrating all parents and the great job that parents are doing," Kristine Rhode, Huggies North America brand director, told USA Today. "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."

The seemingly simple marketing endeavor has resonated with fathers, who are often viewed as contributing less to the rearing of children -- including diapering -- than mothers.

A commercial for the diapers also prominently features dads.

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Neal Broverman

Neal Broverman is the Editorial Director, Print of Pride Media, publishers of The Advocate, Out, Out Traveler, and Plus, spending more than 20 years in journalism. He indulges his interest in transportation and urban planning with regular contributions to Los Angeles magazine, and his work has also appeared in the Los Angeles Times and USA Today. He lives in the City of Angels with his husband, children, and their chiweenie.
Neal Broverman is the Editorial Director, Print of Pride Media, publishers of The Advocate, Out, Out Traveler, and Plus, spending more than 20 years in journalism. He indulges his interest in transportation and urban planning with regular contributions to Los Angeles magazine, and his work has also appeared in the Los Angeles Times and USA Today. He lives in the City of Angels with his husband, children, and their chiweenie.