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

Baby care brand Frida is facing online backlash after screenshots of sexual innuendos in its marketing materials began circulating on social media.

Frida, which describes itself as “the brand that gets parents,” sells a range of baby care, fertility, and postpartum products through major retailers, including Target.

Last week, an X user shared images of several products’ packaging, writing: “sexual jokes to market baby products is actually sick and twisted @fridababy this is...