Wild, the Unilever-owned refillable personal care brand, has moved into children's products with WildChild, its first range for kids, anchored by a limited-edition Peppa Pig collaboration. The launch takes Wild's refill system, refills that slot into a reusable case, into family bathroom routines for the first time.
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The range covers Hair & Body Wash and Bubble Bath refills in fruity scents including Strawberry Splash, Tropical Twist and Peach. The Peppa Pig case sits alongside Unicorn and Rubber Duck designs created in-house, with the character tie-up doing the work of making a sustainability-led routine appealing to children.
It is a logical category extension. Wild, founded in 2020 by Charlie Bowes-Lyon and Freddy Ward and acquired by Unilever last year, built its name on refillable deodorant before adding body wash, shampoo bars and more.
"We created the Wild Kids range to solve that everyday challenge for parents while tackling single-use plastic," said CMO Bowes-Lyon.
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