CHICAGO – Kimberly-Clark has launched Big Dreams, a new baby care collection including diapers and wipes, exclusively through Amazon’s US stores.
The range was developed with Amazon and is positioned as a premium-quality, value-oriented alternative within the company’s baby care portfolio.
The diapers are designed for daytime and overnight use and incorporate a Wonder Dry liner intended to keep skin dry. They also include a blowout blocker for leak containment, while sizes 3–7 feature secure fastening tabs and anti-slip grips to improve fit during movement and sleep.
From a materials and conversion perspective, the launch highlights continued differentiation in absorbent hygiene products through acquisition layers, containment structures, fastening systems and fit engineering.
The diapers are described as fragrance-free and made without lotion, phthalates, parabens, natural rubber latex or elemental chlorine. Kimberly-Clark says they are clinically tested to be safe for sensitive skin and are hypoallergenic and dermatologist tested.
A wetness indicator is included in the Wonder Dry liner, allowing caregivers to identify when a change may be required. Such indicator systems typically rely on functional coatings or printed chemistries within the topsheet or distribution layer, although the company has not specified the technology used.
The wipes are described as soft and cloth-like, with a formulation comprising 99% water. They are also marketed as hypoallergenic, dermatologist tested and free from harsh irritants, reflecting ongoing demand for simplified formulations in baby wipes.
“Every milestone starts with a first step, a first discovery or a first adventure,” said Heather Sorebo, senior brand manager for Big Dreams at Kimberly-Clark. “We designed a premium diaper that gives parents confidence and babies the comfort and protection they need to explore the world around them.”
Traci Schmidt, director of household essentials at Amazon, said: “The Big Dreams collection, exclusively on Amazon.com, offers an easy way for customers to discover selection that brings together comfort and performance.”
