Hello Bello Takes the Grinch to Walmart

Plant-based baby brand Hello Bello has been leveraging its ongoing licensing agreement with Dr. Seuss Enterprises to maintain a sense of novelty with Walmart shoppers by periodically launching limited-edition product lines exclusively at the retailer. Husband-and-wife comedic actors and brand co-founders Dax Shepard and Kristen Bell promoted the November launch of a line based on Dr. Seuss' "How the Grinch Stole Christmas" by dressing up as characters from the book and driving around Los Angeles delivering diapers to families. They also donated 250,000 diapers to Los Angeles-based nonprofit Baby2Baby. Married Broadway performers turned parent influencers Bret Shuford and Stephen Hanna promoted the launch by hosting a Dec. 5 shoppable livestream focused on the products via TalkShopLive. (See video below.) A sweepstakes running Dec. 19-21, 2022, awarded 10 winners with a box of the Grinch products. Consumers entered by following Hello Bello on Instagram and commenting on a designated post, saying what they were looking forward to during the holidays. In stores, the diapers and wipes were stocked on a dedicated endcap display touting their exclusive status on a shelf blocker. In typical Hello Bello fashion, the display header included a unique design element, incorporating a shelf for merchandising wipes so they appear to be falling out of a bag of gifts. Hello Bello and individual Walmart stores promoted the launch on Facebook. Hello Bello followed up the holiday line with a collection based on Dr. Seuss’ "The Cat in the Hat," which launched at the end of December exclusively at Walmart and through HelloBello.com. Instagram updates and a leaderboard ad on the brand’s website support the release. The brand kicked off its Dr. Seuss licensing deal in January 2022 by releasing a line exclusively at Walmart based on "Oh, the Places You’ll Go!" Hello Bello donated $1 to the Thurgood Marshall College Fund (up to $10,000) for every picture of the line shared on TikTok or Instagram using #hellobello and #helloseuss from Jan. 1 through March 31, 2022. Hello Bello launched as a Walmart exclusive in 2019, though the brand is now also sold at Meijer, CVS, Albertsons, Kohl’s and Hy-Vee.

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