d design team that focuses on the latest trends in baby care, which predicted camouflage would be the latest craze in infant and toddler apparel. The camouflage diapers will hit stores this week and are exclusive to Wal-Mart (NYSE: WMT) stores nationwide. “Wal-Mart was so excited with our denim line they asked if we could do something exclusively for them, and they fell in love with the camouflage,” says Mooring. And parents can feel good about their purchase: for every pack of camo diapers purchased, Huggies will donate a pack to a military family in need. Although Huggies’s designer diapers cost more, Mooring says most parents are willing to pay extra because the designer duds are now a part of their baby’s wardrobe. He says that if parents choose to let the diaper play double duty as protection and pants, they can save time and money in the long run by not having to do laundry as frequently. “Of course what everyone is forgetting is that the baby doesn’t care what it wears,” says Lorrie Thomas Ross, marketing expert and CEO of WebMarketingTherapy.com. “This is for the parents. But if anything can take something as unsexy as diaper changing and make it enjoyable, then it’s worth a little extra money.” It’s no secret that baby fashion is huge, says Ross, and so is the market for designer diapers. Whether or not the designs themselves have staying power is another story. “Companies really need to target seasonality here,” Ross warns. “Denim ties into back to school, so parents may want baby to have a denim bum just like their big brother or sister. For Easter anything in spring colors would be big, but not all designs are going to work year round.”   Ross also pinpointed baby showers as a potential niche audience for designer diapers. While guests may not want to give a pack of plain diapers, giving a pack of cute floral or camouflage diapers is much more fun. Creating fun and trendy designs to lure customers to purchase a product is important, but Ross warns companies need to stay true to quality. If parents see a design they like, they may be inspired to purchase it, even if it’s not their normal brand. If the diapers hold up better than what they’re used to, those parents could become full-time converts to the brand. “Brands can really capture market share here if they do it right. A parent may realize that they prefer this company’s brand of diapers to what they’ve been using for years,” says Ross. “Of course peop