Huggies’ new children’s book celebrates the A to Z of baby butts

Huggies is really getting to the bottom of baby bottoms. The Kimberly-Clark brand released an infectious musical spot from agency Quality Meats last month celebrating all the various shapes and sizes of baby butts—and emphasizing that Huggies flexes to fit them all. Now, the agency has gone a step further—crafting a whole A-to-Z children’s book on the subject. “The AlphaButt Book” is Huggies’ first venture into literature, and a delightful one it is. The brand recruited 26 illustrators—from Christoph Niemann to children’s book author/illustrator Tyler Feder to street artists Brosmind—to do the artwork, bringing to life such varied backsides as the Avocado Butt, the Chunky Chicken Butt, the Gigantasaurus Butt, the Quadrilateral Butt and the Zeppelin Butt. Each page describes said butt with an alliterative tongue-twister that’s heavy on the letter in question. The book—including an ebook version—is available for purchase at TheAlphabuttBook.com, with all proceeds going to the National Diaper Bank Network, which provides diapers to families in need. The brand has also created a limited-run Alphabutt poster that comes with the books, and they’ve even created an Alphabutt font for more tech-savvy butt fans. Finally, Huggies is partnering with social influencers including TikTok’s Abbie Herbert to promote the book with the hashtag #HuggiesBabyButts.

Huggies’ new children’s book celebrates the A to Z of baby butts

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