Millie Moon, a new collection of luxury diapers and wipes created to help parents enjoy life’s little moments, launches this month exclusively in over 1700 Target stores nationwide and on Target.com.

Following a turbulent 2020, parents are looking to spend more quality time with their children and Millie Moon is here to help by developing a reliable, high-performing diaper that provides parents with the reassurance of knowing that their baby is protected and dry between changes. Millie Moon will also be giving back a portion of all proceeds to Reach Out and Read, a national early literacy nonprofit, to help more families discover the joy and benefits of reading together.

The stress and uncertainty surrounding the Covid-19 pandemic has impacted parents’ approach to their children’s future in new research released. The recent survey conducted by OnePoll on behalf of Millie Moon has revealed that an overwhelming 80% of millennial parents said the past year has caused them to reevaluate how they will go about raising their children, with 72% acknowledging they have transformed into a more compassionate parent as they try to prioritize the little moments with their kids. Parents are showing that compassion beyond their own family with an increased sense of social responsibility with two-thirds making a more concerted effort to purchase products from brands with a “give back” program over the past year.

“It has never been more important for parents to cherish those little moments with their children following a turbulent 14-months,” says Amelia Watson, global marketing manager at Millie Moon. “Millie Moon Luxury Diapers were uniquely developed to give parents the peace of mind that their child is comfortable for longer, so they can spend more time making memories with their little ones and less time changing diapers.”

There are many special moments throughout the day for a parent and child to share together, but one of the most powerful bonding experiences is reading aloud together. Yet the average parent only reads to their child three times a week. To encourage increased attention to this particular moment, Millie Moon has partnered with Reach Out and Read to give back a portion of all proceeds to support their mission of incorporating reading into children’s daily routines. To further foster the exceptional, lasting benefits of early literacy, each carton of Millie Moon diapers will include an original bedtime story titled Sweet Dreams Millie Moon for a limited time for parents to cozy up and enjoy with their little one each night.

“The early moments of a baby’s life are when strong parent-child bonds are developed and reading aloud imparts a sense of well-being and safety for a child,” says Brian Gallagher, chief executive officer at Reach Out and Read. “In partnership with Millie Moon, we can work toward our shared mission of nurturing and supporting families in the early years of their lives to build healthy bodies and inquisitive minds.”

Millie Moon will join Target’s lineup of products that are certified with the Target Clean icon, letting shoppers know the product is formulated without a group of commonly unwanted chemicals that can be found in regularly used products.

With 65% of parents admitting to having a hard time finding products that agree with their children’s sensitive skin, all Millie Moon products feature premium, safe materials that are dermatologically tested, cruelty free, and vegan. Each Millie Moon diaper is crafted with feather-soft materials, effective 12-hour absorption technology, and free of latex, lotions, fragrance, and chlorine. Similarly, Millie Moon sensitive wipes are nourishing, biodegradable, 100% plant-based, and pH balanced with natural extracts of aloe, avocado and marigold to soothe and protect your little one’s skin.

Millie Moon products are now available for purchase starting at $2.99 for wipes and $24.99 for a carton of diapers (sizes 1-6) exclusively at Target and on Target.com.