People are calling for a boycott of Frida Baby because resurfaced ads, packaging, and social posts use sexual innuendos and jokes in marketing products for babies and infants, which many parents see as sexualizing children and crossing an ethical line.

What kicked off the backlash?

Several screenshots and old materials started circulating on TikTok, X, Reddit, and parenting forums in early February 2026. These showed:

  • Product boxes with sexually suggestive slogans printed directly on baby items sold in major retailers.
  • A rectal thermometer ad with a baby’s bare bottom and a caption implying a “threesome.”
  • Packaging with lines like “How about a quickie?”, “When ‘just-the-tip’ has a new meaning,” and “I get turned on easily” for thermometers and other baby-care products.
  • A past social media post of a baby with nasal discharge captioned “What happens when you pull out too early #nosefrida #dontmove.”

Many parents felt these jokes were not just “edgy,” but inappropriate given the products are for newborns and infants.

“Sexual jokes to market baby products is actually sick and twisted.”

Why people say they’re boycotting

From forums to social media, the main reasons people give for boycotting include:

  1. Sexualization of babies and kids
    • Critics argue that using adult sexual humor on baby products normalizes seeing babies through a sexualized lens, even as a joke.
 * Some call it “morally repugnant” and “appalling,” saying parents deserve brands that respect boundaries around children.
  1. Broken trust in a “family” brand
    • Frida Baby built a reputation as a supportive, problem-solving baby brand, so parents say this tone feels like a betrayal.
 * Expecting parents report removing Frida products from registries, returning items, or refusing to buy them going forward.
  1. Perception that it wasn’t an accident
    • Because these phrases are printed on packaging and appeared in multiple campaigns, critics argue it reflects a deliberate marketing strategy, not a one-off intern mistake.
 * Some commentary videos highlight that such wording usually passes through multiple approvals and meetings.
  1. Handling of criticism
    • Users have alleged that the company hid negative comments and took down team pages from its website as the controversy grew, which fueled more anger.
 * At times, there was either no clear public statement or responses were seen as generic PR rather than genuine accountability.

Anti-abortion activist Lila Rose and groups aligned with her also amplified calls to boycott, saying the brand is “sexualizing babies” and urging followers not to buy Frida’s products.

What supporters or neutral voices say

Not everyone is fully on board with the boycott, though criticism is loud:

  • Some parents say Frida’s voice has always been edgy and aimed at adults, not kids, trying to use humor to lighten awkward topics like snot-sucking or postpartum care.
  • A few argue that screenshots lack context or are old materials that no longer reflect the brand, suggesting the company should be allowed to correct course rather than be “canceled.”
  • Others say they personally don’t find the jokes offensive but understand why other parents do and think the brand misread the room.

Even some commentary pieces that are very critical still frame this as a potential learning moment for family brands on where to draw the line with humor around children.

Has Frida Baby responded?

Reports describe at least some form of response or positioning from the brand, emphasizing that:

  • Their products are for babies but their “voice” is meant for the adults caring for them.
  • Their intent is to make difficult parenting experiences feel lighter and less isolating, not to offend.
  • They say humor is personal and that they will evaluate how they express their tone going forward.

However, many critics and parenting commentators find these explanations unsatisfying and feel they don’t fully address why sexual innuendo was used in the first place.

Where the controversy stands now

As of mid‑February 2026, Frida Baby is under intense online scrutiny:

  • Parenting forums, TikTok, and YouTube commentary channels continue to share examples of past slogans and campaigns.
  • Boycott calls remain active, with some parents switching to alternative brands for thermometers, nasal aspirators, and other baby-care products.
  • It’s not yet clear how widespread or lasting the boycott will be, but the brand’s reputation with many parents has clearly taken a hit.

If you’re deciding what to do personally, the key question is whether this style of humor on baby products crosses your own line; many parents now feel that it does and are voting with their wallets.

Information gathered from public forums or data available on the internet and portrayed here.