Smoking Gun wins account with social media's best-loved nappies

Chris Newbould's picture
by Chris Newbould
Rascal + Friends CoComelon nappies

Manchester’s Smoking Gun has been appointed by parenting brand Rascal + Friends to launch its new range of print nappies in partnership with the musical children’s TV show, CoComelon.

The limited edition CoComelon printed premium nappies will launch across six markets including the UK, Ireland, US, Canada, Australia and New Zealand.

Founded by a New Zealand mum of four, Rascal + Friends is an award-winning premium nappy brand, known for its "no nasties" ethos. With an online community of over 475,000 engaged parents and a cult-like following on TikTok, Rascal + Friends claims the unusual status of the most-liked and followed nappy brand on TikTok. The company was founded in 2017, and picked up a Deloitte Rising Star Award in 2021, when it also entered its 12th international market.

CoComelon is owned by Moonbug Entertainment Ltd and is the most-watched kids’ brand on YouTube globally, generating over 3.3 billion average monthly views from over 135 million YouTube subscribers, helping it towards a $53.8m turnover in 2020.

Smoking Gun’s parenting division, which also looks after US brand Munchkin, won the brief after a competitive pitch and will be working with Rascal + Friends on media relations and PR campaigns for the new launch.

Hannah Morris, marketing manager from Rascal + Friends, said: “For this exciting retail initiative, we needed to find a partner with a proven track record in the parenting sector. This is a huge launch for us and we’re really looking forward to working with Smoking Gun on our PR plans.”

Smoking Gun’s managing director, Rick Guttridge, added: “With our wealth of experience supporting the growth of parenting brands, and with several parents as part of our own team, we’re pleased to be adding strategic support to Rascal + Friends at such a key period for the brand.”

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