Companies that manufacture baby products should tread carefully with their marketing. Missteps happen; it’s true in any industry. But some campaigns are difficult to chalk up to innocent oversight. That’s the position many online critics have taken with Frida Baby, a brand known for its parenting and childcare products. The controversy centers on resurfaced social media posts, older marketing materials, and even products still on sale that critics say contain sexual innuendos. As the conversation gained traction, a Chicago, Illinois-based influencer amplified the issue, highlighting examples she argued crossed a clear line. For many observers, the marketing in question was deeply inappropriate.
In a video that quickly circulated online, the influencer introduced Frida Baby as a brand focused on infant and parenting products before pivoting to what she described as deeply inappropriate marketing. She shared a screenshot of a post allegedly published by the company promoting a rectal thermometer. The caption began with the line, “This is the closest your husband’s gonna get to a threesome.”
To the influencer, the joke went far beyond edgy humor. She argued the wording blurred lines in a way that felt unsettling, saying it appeared to frame a medical baby product in overtly sexual terms. “I don’t know a single scenario where this would be appropriate,” she said in the video. As a pediatric nurse, she added that she no longer feels comfortable recommending the company’s products to parents.
She wasn’t alone in her criticism. A Michigan-based influencer also weighed in, visiting a retail store to highlight additional examples of what she viewed as sexual innuendos on packaging. One Electric NoseFrida box featured the phrase “I’m a [power] sucker.” Another product read “tap that gas.” Others included lines such as “How about a quickie?” and “I get turned on easily.”
For critics, the repeated use of suggestive language on products designed for infants and toddlers crossed a line, which turned what should be straightforward parenting tools into the center of an uncomfortable marketing debate.
There was an additional video from a different influencer who decided to express her anger in another way. She filmed herself removing the Frida Baby products she had and throwing them away. There is also a woman who started a petition called, “Hold FridaBaby accountable for their se*ualization of BABIES in their marketing.” It currently has 2312 signatures. The petition included the same examples that were mentioned by influencers. It also had another one that was equally as disgusting. In an alleged post made by the company, there is a picture of a baby with snot on its face. In the caption, they wrote, “What happens when you pull out too early.” Someone should be held accountable for this. So far, the company hasn’t responded, but their posts are flooded with comments attacking them.
People Reacting to the Chicago Influencer Calling Out Frida Baby
The majority of people who saw the Illinois influencer’s video were left disturbed by Frida Baby’s marketing. Since the material is definitely creepy, one woman wrote, “excuse me? Arrest everyone who created that.” One person also said, “Honestly I’m speechless. Why would that even cross their minds to say.” Several comments included other examples made by the same company, and this only enraged people even more. “Who created the campaign and who approved it, specifically. They need to be looked into. Not just fired,” another woman commented. Someone else pointed out, “and keep in mind several departments and people had to approve this before it got printed on their packaging…..”
More viewers piled on in the comments beneath the Illinois influencer’s video, many echoing her frustration and disbelief. Some took the criticism even further. One commenter framed the issue as part of a broader cultural decline, writing, “Soo we’ve officially reached the stage the states as a whole are trying to normalize and probably next legalize child- adult relationships. We live in hell.”
Others focused squarely on their purchasing decisions, vowing to distance themselves from the brand. “This makes me sick to my stomach, will never use this company again!!!! Protect our children!” one person wrote.
Another commenter shared a personal anecdote to underscore the reaction at home: “My husband has a very dark sense of humor due to the military and can see the joke in almost anything…. But he told me today, to NEVER buy from Frieda baby EVER again he was HORRIFIED.”
For many in the thread, the conclusion was simple: this was a line that should never have been crossed.
