OVERVIEW

Frida built its reputation by solving the everyday problems traditional baby and postpartum products overlooked. Its next opportunity was children aged 6–11: old enough to start managing their own hygiene, but poorly served by products that were designed for toddlers or adults.

Prime Studio partnered with Frida on product design, structural packaging and a visual design language for the new collection. The challenge was to make everyday care easier for children to handle themselves, while creating a design language that was fun for kids and that was flexible enough to grow as the Frida Kids line expands.

Frida

Designing Products Kids Actually Want to Use

Frida’s own research found that parents ask their kids to brush their teeth an average of 3.5 times a day and 60% of parents identify hygiene as one of their biggest daily parenting battles. Looking closer, the team had spotted a bigger opportunity. Kids between roughly 6 and 11 have outgrown baby products, but nothing on the adult aisle is really made for them either.

Many of the kids products that existed fell into one of two camps: overly cartoonish and novelty driven, or scaled down versions of adult products. Neither closed the gap between something kids wanted to use and something that really worked.

Frida saw the opportunity to build a cohesive range that gives kids the confidence to handle their own care, while giving parents confidence that what their kids are using is genuinely hygienic and effective.

Our role spanned working on both the physical products and the formulated care line. Since this was Frida’s first step into the kids category, the work meant more than designing one new line. We needed to establish a visual design language that reflected the needs and personalities of older children without losing Frida’s recognizable DNA.

PROCESS

Designing to Empower Independence

We approached the Frida Kids line not as a series of individual products but as one connected system, built around a single idea: helping kids feel capable of taking care of themselves.

We started by conducting research with children using competitive products and our own prototypes to explore how they handled everyday hygiene tasks and what the pain points were. And we conducted multiple interviews with kids dental experts for their input throughout the project. That background work informed our approach to ergonomics, usability and interaction across the collection - all the time in close collaboration with the Frida team.

My oldest insists on brushing her teeth by herself, but her recent cavity fillings make me nervous to hand over total control. The Frida for Kids electric toothbrush is our compromise. The handle is sized for smaller hands, the bristles are gentle, and the built-in timer encourages a full two minutes. Best of all? The “Prove It” light turns green when she’s done, giving her total independence and giving me peace of mind.

LEAH ROCKETTO

ASSOCIATE COMMERCE DIRECTOR, BABY CENTER

All of the products in the line were designed through the lens of kids as the end user. The electric toothbrush is a great example. Two minutes is the recommended ADA brushing time, but that can feel like an eternity for a kid so we incorporated a color changing band that helps kids track the time. The band then remains illuminated as the Prove-It Light to let kids show their parents that they completed the full cycle. The brush has an ergonomic tri-lobe form for easy manipulation for small hands and the flat back ensures it doesn’t roll and keeps the bristles off the countertop.

The electric flosser tackles a task that many kids find awkward or uncomfortable. As kids teeth grow the gaps between them change which can lead to the floss hitting the gum line causing pain and discomfort. So, the solution was a built-in soft GumBumper that helps limit how far the floss can press into the gums. Another issue to solve was that in this age range kids either have baby teeth, adult teeth - or a mixture. Two position, flippable floss heads with an innovative geometry help accomodate for both teeth sizes and we even designed an orthodontic floss head for older kids who were starting to wear braces.

For the formulated products (haircare, toothpaste, bodywash etc..) the work initially shifted toward packaging strategy. The designs needed to work on their own for a kid, make sense to a parent, and stay flexible as the line grew. We looked at three paths: fully stock bottles and components, custom bottles paired with stock components, and a fully custom structural approach. Weighing those options let Frida balance cost, manufacturing complexity, and speed to market, while landing on something built to scale over time. Our work on the structural packaging was informed by Frida’s own internal team of experts who developed solutions like 3-in-1 formulations (hair, face and body) to cut down on the amount of different products a kid needed to use and fun additions like a foaming, moldable bodywash.

The structural packaging needed to be suitable for daily use without losing it’s appeal to kids. We paid close attention to form and application throughout.For example the 3-in-1 bottles feature a broad, shallow form factor (easier to hold for little hands) and large pump heads to allow kids to dispense easily with their whole hand - not just a finger. The detangler spray features a continuous spray head for whole head application and the airless toothpaste dispenses the perfect amount for brushing with just one push. One fun extra was the addition of a Travel Buddy bottle which snaps into the handle of the larger bottles - perfect to allow kids to take their favorite products with them when they are traveling or on sleepovers.

Frida already had a well-defined look across its Baby and Mom lines, but kids needed something to push the boundaries a little. The challenge wasn’t making things more colorful for the sake of it. It was building a visual language that spoke to growing independence while still feeling like Frida.

Through extensive exploration of form, color, texture, and product architecture, we landed on a system that gives the collection its own identity while staying connected to the rest of the portfolio, one built to flex as new products get added.

THE RESULT

Building the Future of Frida Kids

In August 2026, Frida launched its 32-product Kids collection across body, hair and oral care, bringing its Do It Yourself Care approach to children aged 6–11. The range launched in partnership with Walmart and is also available through Amazon and Frida.com.

By pairing a scalable visual language with a family of products built around independence, Prime Studio helped Frida create a platform that can keep growing as Frida Kids moves into new categories.

Frida Kids at Walmart. Image Source: Google

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Summary

Frida built its reputation by solving the everyday problems that traditional baby and postpartum products overlooked. Its next opportunity was kids aged 6-11: old enough to manage their own hygiene, but poorly served by products designed for toddlers or adults.

We partnered with Frida on product design, structural packaging, and a visual design language for the new Frida Kids line, with one goal: helping kids feel capable of taking care of themselves. Guided by research with children and input from kids’ dental experts, we designed products around small hands and real habits, like a toothbrush with a color-changing timer that doubles as a “Prove-It Light,” and a flosser with a soft GumBumper to keep things comfortable.

Our visual system gave the collection its own identity while staying true to Frida’s DNA, and was built to grow with the line.