Press Release

It’s Official! Huggies® Little Swimmers® Is The Official Sponsor Of The Starfish Baby Swimming Programme

30th May 2008

From 1st June 2008, HUGGIES® Little Swimmers® will officially team up with the STA to sponsor its STARFISH baby swimming programme. The announcement also coincides with HUGGIES® Little Swimmers® unveiling the world’s first disposable swim nappy for babies under 6-months.

Roger Millward, the STA’s Chief Executive said: “Since its launch in 2006, STARFISH has developed into the UK’s foremost baby swimming programme, teaching more than 50,000 babies and toddlers every week through its expanding swim school network. We’re delighted to have HUGGIES® on board, and as two leading brands in the baby swimming market we obviously fit well together. Through this partnership we hope to expand the programme further, and enhance our marketing support packages to all the recognised swim schools.”

“By working with HUGGIES® Little Swimmers® we also have a significant opportunity to reach and educate many more thousands of parents on the importance of teaching water safety to infants. This is illustrated through the shocking statistics on infant drownings with the highest proportion (12.9%) tragically happening in garden ponds and the home, and we only have to use the example of the 2-year old girl who recently survived after falling into a 4ft deep pool at her home because she had taken swimming lessons since she was eight weeks old, to prove the importance of this point,” Roger added.

Louisa Legg, HUGGIES® Little Swimmers® Brand Manager comments on the venture, “It’s an exciting time for HUGGIES® Little Swimmers® with the launch of our new first disposable swim nappy in Extra Small, and the sponsorship of this programme enables the brand to continue its leadership of the market. It’s also a great way to celebrate our 10th Anniversary.”

The STARFISH Baby Swim Programme in association with HUGGIES® Little Swimmers® is aimed at parents with babies up to two years, and offers a progressive aquatic awareness programme combining a mix of lessons and activities with free play. The structured programme focuses on creating fun, positive experiences for babies that will not only help them to develop physically but also emotionally and socially too. At the same time babies will be equipped with key safety and safe hold skills in the water.

For further information, please visit www.starfishswimming.org or www.sta.co.uk.