Written By Tom Burns. Originally appeared on The Good Men Project in partnership with 8-Bit Dad.I can’t imagine that any dad is entirely comfortable taking their daughter underwear shopping. Blogger Jim Higley did a great article back in April about taking his older daughter on shopping “dates” to Victoria’s Secret, and Higley really conveyed that wonderful, uncomfortable panic that can overcome a dad who’s forced to stand too long in the lingerie and unmentionables section.
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While moms have their own unique on-the-job difficulties, I know way too many dads who are perpetually nervous about unwittingly coming across as a pervert or a pedophile, thanks to stupid societal prejudices about the perceived dangers of men interacting with children. And, though I disagree with all of those stereotypes, I will admit -- when I linger in the girls’ underwear section at Target, my personal levels of social anxiety go off the charts.
Fortunately, unlike Higley, at the moment, I’m getting off fairly easily when it comes to taking my daughter underwear shopping. She’s only 5 years old, so I’m (hopefully) years away from flop-sweating and avoiding eye contact while I hold a purse next to the Victoria’s Secret changing rooms in the mall. Right now, we just go to Target or Kohl’s, she sees a six-pack of underwear with her favorite characters on it, I toss it in the cart, and we’re good to go. Character underwear makes undergarment shopping super-easy and predictable for the parents of young children.
AdvertisementOr so I thought.
Our underwear shopping system seemed to be going fine until my daughter discovered the existence of the boys’ underwear aisle.
“Dad! Come over here!”
I followed her voice and found my daughter standing, slack-jawed and indignant, looking at the much, much larger and more varied selection of character underwear in the boys’ aisle.
Advertisement“They have LEGO 'Star Wars' underwear! And superheroes! OH! And 'Phineas and Ferb!' Dad, can I get these? Do they have girl ones?”
And I had to stand and tell her that no, no, they didn’t make girl versions of these brands of character underwear and I didn’t really have a good explanation why. If you’re unfamiliar with the world of children’s character underwear, here’s a quick breakdown:
In the girls’ aisle, they have underwear featuring Disney princesses, Hello Kitty, Monster High (a goth-themed toy line), and maybe a few Nickelodeon-branded kids shows ("iCarly," for example). That’s it.
In the boys’ aisle, they have underwear featuring 'Star Wars' (both LEGO and regular versions), DC Superheroes, "Phineas and Ferb," "Toy Story," "Batman," "Transformers," "The Avengers" –- it’s a much larger character pool.
AdvertisementAnd, while I might (might!) begrudgingly admit that a majority of girls might not care for "Transformers" underwear, a LOT of the other so-called “boy” characters really do appeal to a wide cross section of children, both boys and girls.
For starters, "Phineas and Ferb." EVERY kid I know loves this show and, even though the two title characters are boys, I don’t think the show has a gender-specific appeal at all. "Phineas and Ferb" actually has a nice selection of active female characters. And "Toy Story?" It’s one of the most successful children’s film franchises of all time and, while yes, it didn’t feature any sparkly princesses, I’m pretty sure that young girls made up a huge portion of its audience.
We did actually once find a pack of Pixar-themed underwear for my daughter, but even that was a little weird. They couldn’t just have WALL-E. They had to have WALL-E hugging EVE with a big red heart behind them. And Buzz and Woody couldn’t appear on any of the underwear, but Jessie and Bullseye could.
AdvertisementDo kids’ underwear manufacturers think that, if they put an image of a male character on girls’ underwear, that it will somehow turn the girls into boy-crazy sex maniacs? The logic completely escapes me. My big issue is that my daughter is a huge comic book, "Star Wars," and superhero fan, and, in my vast shopping experience, I have never found any girls’ character underwear that spoke to any of those creative properties. Fine -- If you think that having Anakin Skywalker on her undies will turn my daughter into a lusty, inhibition-challenged Jedi-chaser, then just let her have some underwear with Princess Leia or Ahsoka Tano on it, OK? But none exists.
There’s a pack of boys’ DC Superhero underwear that only has the logos of various superheroes on them. Why couldn’t they make those for girls? If the Superman “S” or the Batman bat symbol can appear on boys’ undies, why can’t you stick the same logo on girls’ undies and just call them Supergirl and Batgirl underwear? I couldn’t even find her any Wonder Woman underwear, even though I know my sister was the proud owner of Wonder Woman Underoos back in the ‘80s.
Yes, it’s sexist, but it’s also just weird and sad. Why can a boy walk around with Yoda on his underwear, but a young female "Star Wars" fan can’t? It’s gender marketing at its very worst.
AdvertisementSo, what did I do? I let her buy and wear the boys’ underwear.
Why not? Yes, it hangs a little low in the back and, yeah, there’s the front flap, but, c’mon, NO kid (and barely any adults) ever uses that flap anyway.
And she absolutely loves them. Now she has LEGO "Star Wars" undies (some of the boys’ ones do come with images of Princess Leia on the butt), "Toy Story" undies, and a nice selection of DC Superhero underwear.
She adores the variety of her new character underwear and she definitely switches back and forth between brands – one day, she’ll rock the Disney princesses underwear followed by Chewbacca underwear the next day.
AdvertisementIn her mind, "Star Wars," Pixar, and superheroes aren’t just for boys, so wearing them on her underwear doesn’t feel odd at all. But, thanks to stupid gender marketing, there are whole generations of girls being told that these creative properties that they love are not for them. And, again, that’s sad and strange and seems to be leaving a whole lot of money on the table for the underwear manufacturers.
Believe me, sinister masters of the character underwear industrial complex, if you make "Star Wars" and superhero underwear for girls, they will sell. Because a) Young girls don’t view those as boy-only properties and b) As a parent, I will force my daughter to buy them if it means I get to leave the underwear section of Target any sooner, preferably without a pack of Miley Cyrus or "iCarly" underwear in my cart.
Why Dads Matter: A Feminist Mom's Perspective
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Kids Underwear Market is Segmented as below. Particular segment of your interest can be provided without any additional cost. Download the Sample Pages!
Market Dynamics such as Drivers, Restraints, Opportunities, Trends data
Market Drivers: The Kids Underwear industry is driven by multiple factors contributing to its growth. This section provides a detailed qualitative analysis of these drivers, enabling logical reasoning for market growth predictions
Market Restraints: This section examines the factors hindering the growth of the Kids Underwear market. These factors negatively impact market growth. Common restraints in the Electronics & Electrical industry include:
- Strict government regulations
- Supply chain disruptions
- Changing consumer preferences The COVID-19 outbreak's negative impact on the market is also discussed in detail in the final deliverable report. Analyzing restraining factors helps companies develop strategies to mitigate their negative effects.
Market Growth Opportunities: The Kids Underwear market presents opportunities for manufacturers to leverage growth. These opportunities open a growth window for new entrants and existing manufacturers, enabling them to capitalize on untapped potential.
Current Market Trends: Understanding current market trends is crucial for R&D departments, as it reveals the current market scenario, consumer choices, and pivot points. To access this valuable information, please refer to the paid version of the report.
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In , global trade has entered a period of renewed volatility as the U.S., under President Donald Trump, introduced sweeping tariffs known as the Liberation Day Tariffs. Aimed at addressing trade imbalances and foreign supply chain dominance, the tariffs range from 10% on allies like Australia and the UK to 46% on Vietnamese goods and 34% on Chinese imports. A 25% universal tariff on steel, aluminum, and auto parts has further strained global trade ties. The electronics sector is among the hardest hit, particularly due to the escalating U.S.China trade war. Tariffs on Chinese goods now reach up to 145% in sectors like semiconductors and consumer electronics, while China has retaliated with up to 125% duties and restrictions on critical mineral exports. This has disrupted just-in-time supply chains and increased component costs.
Specific tariffs include 25% on semiconductors, 20% on lithium-ion batteries, and 10–15% on consumer electronics like laptops and tablets, leading to higher retail prices and reduced consumer demand. Sub-sectors such as home automation, computer hardware, communication electronics, medical devices, and industrial electronics are all under pressure due to rising input costs and supply chain delays. Companies are revisiting suppliers, shifting sourcing to countries like India, Mexico, and Vietnam, and redesigning products to avoid high-tariff components.
China remains a key player, contributing USD 119 billion in electronics exports to the U.S. in . Even components routed through countries like Malaysia and Vietnam often rely on Chinese subparts, making the ripple effect of tariffs widespread. U.S. electronics firms operating on thin margins are seeing input costs rise 18–25%, with contract manufacturers in alternative regions facing capacity constraints.
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Market research is now critical. It helps companies identify new suppliers, analyze cost trends, optimize product design, forecast demand shifts, and track regulatory changes. Tools like supplier mapping, BOM optimization, and scenario planning support strategic responses to ongoing disruptions. Leading firms like Apple and Dell are expanding production outside China, while others invest in digital supply chain tools and redesign products for cost resilience. In this evolving trade environment, firms that leverage research-driven strategies are better positioned to adapt and thrive.
Competitors Analysis is a crucial aspect for manufacturers of Kids Underwear to understand how their competitors are performing in the market. Our report provides a comprehensive analysis of top manufacturers, including their ranking, market share, financial performance over the last four years, product analysis, and SWOT analysis.
The report also includes detailed company profiling, which is an essential part of our deliverable. Furthermore, we provide insights into key developments such as new product launches, expansions, mergers and acquisitions, partnerships, agreements, joint ventures, business overviews, key strategies, and financial analyses associated with key players. This information is available in the paid report version.
Our research analysts and industry experts also discuss the impact of COVID-19 on the Kids Underwear market and the strategies implemented by manufacturers to mitigate the pandemic's effects. To learn more, you can book an appointment with our analyst or call us directly.
Top Companies Market Share in Kids Underwear Industry: (In no particular order of Rank)
If any Company(ies) of your interest has/have not been disclosed in the above list then please let us know the same so that we will check the data availability in our database and provide you the confirmation or include it in the final deliverables.
On the basis of Geographical Split we have analysed the said market on Global Level, ^ majaor Regions and Top perfromaing countries.
The market estimations and forecasts presented in this report are based on a thorough analysis of trends and growth rates, with serving as the base year. To facilitate a deeper understanding of our conclusions, the report incorporates a range of visual aids, including figures, graphs, pie charts, tables, and bar graphs. These illustrations provide a detailed analysis of current trends at the country and regional levels.
This comprehensive research report also examines key factors influencing the Kids Underwear market, such as profitability, product pricing, capacity, production, supply and demand dynamics, and market growth rates. By assessing these critical factors, the report provides a clear and authoritative outlook on the future prospects of the Kids Underwear market.
The current report Scope analyzes Kids Underwear Market on 5 major region Split (In case you wish to acquire a specific region edition (more granular data) or any country Edition data then please write us on
The above graph is for illustrative purposes only.
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Global Kids Underwear Market Report Edition talks about crucial market insights with the help of segments and sub-segments analysis. In this section, we reveal an in-depth analysis of the key factors influencing Kids Underwear Industry growth. Kids Underwear market has been segmented with the help of its Product Type, Age Group Gender, and others. Kids Underwear market analysis helps to understand key industry segments, and their global, regional, and country-level insights. Furthermore, this analysis also provides information pertaining to segments that are going to be most lucrative in the near future and their expected growth rate and future market opportunities. The report also provides detailed insights into factors responsible for the positive or negative growth of each industry segment.
In terms of market segmentation split by Product Type we have analyzed Briefs, Boxers, Panties, Trunks, Others on the basis of key leading segment revenue and share along with reasons behind its dominance across the global as well as region level. Additionally, we have also incorporated revenue and Y-O-Y growth of each segment with detailed qualitative analysis.
Product Type of Kids Underwear analyzed in this report are as follows:
The above Chart is for representative purposes and does not depict actual sale statistics. Access/Request the quantitative data to understand the trends and dominating segment of Kids Underwear Industry. Request a Free Sample PDF!
Market segmentation based on Age Group explains not only the historical market size/share data of Infants (0–2 years), Toddlers (2–4 years), Kids (5–8 years), Tweens (9–12 years) but also the forecasted revenue growth. This will also help to analyze the demand for Kids Underwear across different end-use industries. Our research team will also help acquire additional data such as Value Chain, Patent analysis, Company Evaluation Quadrant (Matrix), and much more confidential analysis and data insights.
Some of the key Age Group of Kids Underwear are:
The above Graph is for representation purposes only. This chart does not depict actual Market share.
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Senior Research Analyst at Cognitive Market Research
Profile
ResearchGate Profile: https://www.researchgate.net/profile/Kalyani-Raje
An optimistic Senior Research Analyst with years of experience in competitive assessment and business consulting. A seasoned professional and subject-matter expert (SME) in the Automobile and transportation vertical.
Bio :With a work experience of over 10+ years in the market research and strategy development. I have worked with diverse industries, including FMCG, IT, Telecom, Automotive, Electronics and many others. I also work closely with other departments such as sales, product development, and marketing to understand customer needs and preferences, and develop strategies to meet those needs.
I am committed to staying ahead in the rapidly evolving field of research and analysis. This involves regularly attending conferences, participating in webinars, and pursuing additional certifications to enhance my skill set. I played a crucial role in conducting market research and competitive analysis. I have a proven track record of distilling complex datasets into clear, concise reports that have guided key business initiatives. Collaborating closely with multidisciplinary teams, I contributed to the development of innovative solutions grounded in thorough research and analysis.
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Our study will explain complete manufacturing process along with major raw materials required to manufacture end-product. This report helps to make effective decisions determining product position and will assist you to understand opportunities and threats around the globe.
The Global Kids Underwear Market is witnessing significant growth in the near future.
In , the Briefs segment accounted for noticeable share of global Kids Underwear Market and is projected to experience significant growth in the near future.
The Infants (0–2 years) segment is expected to expand at the significant CAGR retaining position throughout the forecast period.
Some of the key companies Nike , GAP and others are focusing on its strategy building model to strengthen its product portfolio and expand its business in the global market.
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