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Little Sleepies Ad Shines a Spotlight on Babies With Hemangioma

“Inclusivity! The first time I’ve ever been able to show my daughter another little lovie with a strawberry hemangioma,” a parent excitedly wrote.
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By Wyndi Kappes, Associate Editor
Published September 7, 2023

There’s no doubt that the images we see in the media have an effect on what we see as “normal.” Over the past decade, brands have stepped up to the plate to prioritize the diverse representation of different races, sizes and shapes so that all people can see themselves reflected in advertising for the brands and products they love.

The latest brand to open eyes and hearts with inclusive brand photography is Little Sleepies. The beloved pajama and kid’s play clothing brand recently launched its Halloween Collection with a new star as the face of the campaign—baby Mila—who proudly poses with a forehead hemangioma.

Commonly referred to as “strawberry babies,” roughly 4-5 percent of children are born with the birthmark classified as a hemangioma. Hemangiomas are generally benign and manifest as raised pink or red marks that grow during baby’s first year and naturally shrink as baby gets older. But despite the generally fleeting nature of hemangiomas, questions and commentary from friends and strangers can sometimes make you feel like your baby is the only one with this fairly common skin condition.

While newborns can’t scroll through social media or understand the concept of representation, their parents have certainly expressed their appreciation. In a post featuring baby Mila, hundreds of comments can be found thanking the brand for “being inclusive and sharing a strawberry baby!”

“Loooove this representation! The first company I’ve seen with a child with a Hemangioma. Makes me smile and reminds me of my beautiful baby,” wrote one mother. “As a hemangioma mama I appreciate this ad so much. We have two strawberry babes!” added another.

“INCLUSIVITY! The first time I’ve ever been able to show my daughter another little lovie with a strawberry hemangioma,” a parent excitedly wrote.

You can shop Little Sleepies new fall and Halloween collection at LittleSleepies.com.

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