Dr. Lyle Danuloff, psychological consultant for The Enuresis Treatment Center, has written a response to a press release regarding the new GoodNites Spider-Man diapers for boys.
What if Spider-Man Wet the Bed?
If Spider-Man wet the bed when he was a child, he would have wanted to be treated as quickly as possible for a total end to his problem instead of wearing GoodNites that keep his bed dry but him still wet.
Products like GoodNites, otherwise known as diapers, no matter how they are associated with fictional superheroes, do not help children end the shame, fear of discovery and low self esteem that comes from wetting the bed, no matter how dry the bed actually is.
An enuretic child wearing GoodNites diapers continues to wake in the morning to the odor and coldness of his own urine and continues to wish he wasn’t “different” from other children. Even Spider-Man couldn’t help with that.
The GoodNites Marvel Entertainment partnering may be good for business but will not help children who wet the bed. It represents yet another profit driven effort to capitalize on a condition suffered by millions of children, adolescents and adults – a condition that can be and has been successfully treated.
Tell that to Spidey.
Author: Dr. Lyle Danuloff, Ph.D., psychological consultant to the Enuresis Treatment Center. www.nobedwetting.com 800.379-2331
May 24, 2012
Kimberly-Clark’s GoodNites Brand Announces Licensing Partnership With Marvel Entertainment
DALLAS, TX, May 24, 2012 — Kimberly-Clark Corporation today announced it is partnering with Marvel Entertainment, LLC to bring Marvel’s legendary Spider-Man character to GoodNites Underwear for the first time.
GoodNites Underwear for boys will feature graphics of the famed web-crawler for a limited time beginning this month. This marks the first use of licensed characters by the GoodNites brand.
“We are thrilled to partner with Marvel to license their iconic characters for GoodNites Underwear,” said Dave Caputo, Senior Brand Manager, GoodNites. “Marvel Super Heroes are unique individuals who overcome challenges. We know how much kids love Spider-Man, and including these character designs on GoodNites Underwear will further help kids and their parents feel more positive and normal while they are coping with bedwetting.”
Paul Gitter, Senior Vice President Marvel Licensing, added, “We are continuing to look for unique opportunities to extend our characters into new categories. The child care category is a growing sector for Marvel and we are excited to be partnering with a category leader like Kimberly-Clark and the GoodNites brand.”
GoodNites Underwear are the most absorbent pant for boys and girls ages 4 and up. Specially made to protect while lying down, they help keep pajamas and bedding dry all night long and feature plush comfort with a discreet design.
GoodNites Underwear with Spider-Man character designs will be supported with an integrated marketing program including FSIs, online advertising, social media and mobile apps.