Huggies renames premature baby diapers as Little Fighters
New identity highlights the strength of babies in neonatal intensive care units and accompanies a September campaign supporting NICU families
Kimberly-Clark, through its Huggies brand, has renamed its nano and micro diapers for premature babies, previously known as Huggies Little Snugglers. The products will now be called Huggies Little Fighters. The change comes during Neonatal Intensive Care Unit (NICU) Awareness Month, observed in September, and was inspired by the strength, resilience and determination demonstrated by babies receiving care in these units.
According to the brand, the new identity reinforces its decades-long support for babies in NICUs and its commitment to products developed to meet the specific needs of these patients and the people who care for them.
“These babies may be tiny, but they are fighters. Every day, they demonstrate incredible strength, resilience and determination. Huggies Little Fighters reflects what those closest to these babies have known for a long time and our commitment to providing the specialized resources they need from their earliest days,” said Anjula Shokar, Huggies’ diaper director in the United States.
FEATURES FOR NEONATAL CARE
Developed in partnership with NICU nurses and therapists, Huggies Little Fighters diapers are designed to meet the specific needs of premature babies during their first days of life.
Features include the manual inspection of every diaper before delivery to NICUs, gentle skin protection and a shape designed to support proper positioning for development.
The nano line is intended for babies weighing less than 2 pounds (approximately 900 grams), while the micro line is designed for babies weighing less than 4 pounds (approximately 1.8 kilograms). The diapers also feature an absorbent, flexible and comfortable layer designed to conform to the bodies of the smallest babies, as well as an adjustable fastening system that accommodates lines and tubes used during neonatal care.
According to Huggies, more than 38 million micro and nano diapers for premature babies have been manually inspected at the company’s facility in Neenah, Wisconsin, since 2013.
CAMPAIGN HIGHLIGHTS FAMILY STORIES
As part of its September initiatives, Huggies is promoting the “Fighting Words” campaign, which brings together real stories, messages and memories from families, caregivers and healthcare professionals who have experienced life in the NICU.
The initiative invites the public to share their own experiences through the @niculittlefighters profile, increasing visibility around the experiences and challenges faced by families while their babies are receiving care in NICUs.
From September 1 through September 30, 2026, Huggies will donate $1 for each story shared to support NICU babies and families through the Derick Hall One Percent Foundation, according to the campaign’s terms.
The organization was founded by American football player Derick Hall and his mother, Stacy Gooden-Crandle. Hall was born at 28 weeks of gestation, weighing 2 pounds and 9 ounces (approximately 1.16 kilograms), and was given a 1% chance of survival. His family’s experience inspired Huggies’ “Natural Born Fighters” campaign.
The foundation supports families of babies receiving care in NICUs and young people through programs focused on opportunity, well-being and community impact. Huggies has maintained partnerships with healthcare professionals for decades to develop solutions aimed at supporting the care of these patients.
