*Frida Baby, a popular baby care brand, is under scrutiny after older advertisements and product packaging resurfaced online, sparking concern from parents who say the content was inappropriate. Some social media users are even calling for a boycott.
According to the New York Post, the ads include the 3-in-1 True Temp thermometer, and the box displays an illustration of a baby’s bare bottom alongside the caption: “This is the closest your husband’s gonna get to a threesome.” Other products drew attention for phrases including “How about a quickie?” on a 3-in-1 ear, forehead, and touchless thermometer, instructions for a humidifier labeled “I get turned on easily,” and a box reading “I’m a [power] sucker.”
A Frida Baby spokesperson told reporters that humor has always been part of the brand’s approach, aimed at acknowledging the chaotic and sometimes overwhelming realities of parenting. “Our products are designed for babies, but our voice has always been written for the adults caring for them,” the spokesperson said.
Despite the explanation, criticism continues. Some parents resurfaced older examples they found concerning, including a 2020 social media post showing a baby with nasal discharge with the caption: “What happens when you pull out too early #nosefrida #dontmove.” Anti-abortion activist Lila Rose called the brand’s marketing “unbelievably sick” and urged a boycott.
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Not all reactions are negative, however. Some parents defended the brand, saying the phrasing is a form of adult humor intended for sleep-deprived parents and not sexualizing children. One user noted, “Adult humor cuts through the chaos and makes it feel way more survivable instead of dehumanizing.”
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