Frida built its brand on dirty jokes for parents. Now the internet isn't laughing

"Baby care brand Frida is facing online backlash after screenshots of sexual innuendos in its marketing materials began circulating on social media. Frida, which describes itself as "the brand that gets parents," sells a range of baby care, fertility, and postpartum products through major retailers, including Target. Last week, an X user shared images of several products' packaging, writing: "sexual jokes to market baby products is actually sick and twisted @fridababy this is absolutely appalling and disgusting.""

"Among the examples highlighted is a social media graphic promoting the company's 3-in-1 True Temp thermometer. The image shows the device next to a baby's bottom, accompanied by the caption: "This is the closest your husband's gonna get to a threesome." Other screenshots highlighted by critics include phrases such as "How about a quickie?" printed on a thermometer box. An apparent Instagram post from 2020 that has since resurfaced also features a baby with what seems to be snot on its face."

"Parents and critics online have accused the company of sexualizing children in its marketing choices, with posts on parenting forums calling for boycotts of the company's products. A Change.org petition to "hold Frida Baby accountable" has more than 4,000 verified signatures at the time of writing. Not everyone agrees with the criticism. "IMO, this is akin to Disney putting in jokes that only parents will get," one Reddit user wrote. "They know who the decision-makers are. Frida is marketing to the parents.""

Frida generated significant online backlash after screenshots of marketing materials containing sexual innuendos circulated on social media. Packaging and social posts paired sexual jokes with images of baby-care devices, including a graphic for a 3-in-1 thermometer captioned, "This is the closest your husband's gonna get to a threesome," and packaging reading, "How about a quickie?" Parents and critics accused the company of sexualizing children and urged boycotts. A Change.org petition titled "hold Frida Baby accountable" collected over 4,000 verified signatures. Some users defended the humor as parent-targeted, while others said the tone crossed a clear line.

Read at Fast Company