Frida built its brand on dirty jokes for parents. Now the internet isn’t laughing

Fast Company Tech

by Eve Upton-Clark

February 19, 2026

AI-Generated Deep Dive Summary

Frida Baby, a popular baby care brand known for its bold and humorous approach to marketing, is facing widespread backlash after screenshots of sexual innuendos in its product packaging and social media campaigns went viral online. The controversy began when an X user shared images of Frida’s products, including a thermometer box featuring the caption “How about a quickie?” and a graphic for a 3-in-1 True Temp thermometer that humorously compared using the product to a threesome. These examples, along with resurfaced content from as early as 2020, have sparked outrage among parents and critics who accuse the brand of sexualizing children and normalizing inappropriate content. The backlash has gained significant momentum on social media platforms, with a Change.org petition calling for accountability amassing over 4,000 signatures. Frida’s marketing strategy, which often relies on double entendres and risqué humor to appeal to adults caring for babies, has been labeled

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Originally published on Fast Company Tech on 2/19/2026