“Our promise to our customers is seriously good baby products at affordable prices. As a team of parents, we’re passionate about creating a product that makes life easier for parents, whilst also creating a welcoming community for them. Every parent needs a nappy that can handle the realities of messy life, which is why we spent years engineering what we believe are the best baby products around: premium nappies and sensitive baby wipes, made with seriously good features. Our products are certified by the world’s leading organisations to guarantee they’re free of all the bad stuff, and safe on rascal skin.”
“The nappy market in general is an incredibly competitive category, as large and bulky products that take up lots of shelf space, and limited space in store, there is often only room for a handful of brands. The category has historically been dominated by two key players, Pampers and Huggies. These two brands have had a monopoly on the marketing for the last 61 years – and, although difficult, it’s not impossible for new brands to breakthrough. Rascal + Friends saw a gap in the market as one of the first challenger brands in the nappy sector. Coming in as a superior product and at a better price point has made consumers sit up and realise there are other brands out there.
Changes in customer behaviour is also seeing the market change shape. Over recent years we have seen a significant increase in consumers wanting a wider range of nappy options and the brands that don’t react quickly enough to this are now falling behind. This is forcing a positive shift towards having more eco-conscious, higher quality products and we’re proud to have Rascal + Friends leading the way with our no nasties products and 100% biodegradable sensitive wipes.”
“We couldn’t be more excited to be launching our limited edition CoComelon prints, combining our award-winning products with CoComelon’s beloved characters to make change-time easier for parents and more fun for little ones.
The partnership came about fairly organically, after senior leaders from both companies connected and discussed the mutual success of both brands, and the synergies between the two businesses. In the past year, we have become the most-liked nappy brand on TikTok and partnering with the most-watched children’s show and disruptive Moonbug team just made sense. It provided a huge opportunity for us to leverage their success and bring our premium nappies and nappy pants to more families around the world.
The limited edition range with CoComelon allows us to maintain our brand equity and premium product quality, whilst building brand reputation and leveraging CoComelon’s brand awareness and virality.
Most of all – it’s a huge win for the team and a testament to the relentless hard work, dedication and passion that has gone into building Rascal + Friends over the last 6 years. From a small New Zealand challenger, to a global player now available in some of the world’s largest retailers and partnering with the world’s most popular children’s TV show.”
“It’s been a busy 6 years and there’s a fair few highlights to note, but a few key ones are:
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