Judge's comments:

This Gold pin recognises the outstanding business success of Millie Moon in the incredibly challenging American market since launch in 2021. A phenomenal growth story that is now carrying over into other new geographies and clear evidence of their incredible skill across business design, product branding and supply chain management. This is high quality execution that has won numerous awards in the product space, driven by strong insight and understanding of the Millennial and Gen Z target audiences. You are building on an incredible platform for long term business success, your partnership with Reach Out & Read is an important move and the knock-on potential for exciting system change is an enormous opportunity for you. Well done Millie Moon.

Description:

Millie Moon is redefining premium in the baby care category—proving that beautiful design and high performance don’t have to come at a luxury price.

Launched exclusively at Target in 2021, the brand has rapidly become the #1 most productive diaper and training pants brand at Target USA, combining award-winning product performance with a visually elevated experience that resonates with modern Millennial and Gen Z parents.
In a crowded category, Millie Moon introduced a quiet revolution: muted palettes, bespoke illustrations, and elegant, nursery-worthy packaging that reflects the care inside. Every design detail is intentional—from the signature CloudTouch™ softness and dermatologist-tested materials to a considered claims panel that builds trust and confidence.

Recognised by Target and Bain & Company as a category leader, and now expanding globally, Millie Moon is proof that thoughtful design can disrupt an established category, build emotional connection, and make premium care feel truly accessible.