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Double Celebration For Little Treasures & Nappies

For immediate release


New Zealand’s most popular parenting magazine and baby club celebrate 21 years of helping Kiwis raise their kids this year. In addition, iconic Kiwi nappy brand Treasures has been keeping babies’ bottoms dry for over 30 years.

Bi-monthly magazine, Little Treasures and the Little Treasures Baby Club provides support for Kiwi parents with babies and preschoolers. They are essential tools for Kiwi parents getting to grips with the lifestyle changes young children bring to the family.

Launched in 1986, the Little Treasures Baby Club was set up to offer parenting information, support and a generous amount of Treasures products to parents. 21 years later the magazine has a circulation of over 34,000 and the club offers prizes and discounts on Treasures nappies and other useful products alongside a subscription to Little Treasures magazine.

Little Treasures magazine is one of the most highly respected sources of practical parenting tips and advice in New Zealand. Founding editor Chris Baty recalls, “I had a very simple vision. It was a magazine for parents, by parents, about being a parent.”

Right from the start, the magazine published letters from parents needing help or wanting to share their concerns about the trials and tribulations of parenting. Chris continues, “Someone would write in about how they were struggling. There was always someone nearby who would get in touch with them.”

Current editor Rosemary Barraclough says letters are still the most popular aspect of the magazine today. “Our readers’ letters form a very special part of Little Treasures, allowing Mums and Dads to help one another through sharing their experiences. It makes parents feel so much better knowing someone else is going through the same things they are.”

For over 30 years Treasures nappies have been at the forefront of technology and innovation providing quality nappies to New Zealanders. With the only nappy manufacturing plant in New Zealand, Treasures has become a hugely popular and iconic Kiwi brand. Produced out of the same factory in Henderson in West Auckland since 1976, Treasures employs over 150 staff to produce nappies supplied to over 300 supermarkets.

Today’s nappies bear no resemblance to those manufactured 30 years ago. “In those days, bulk was equated with absorbency – the thicker the better,” explains Barrie McDermott, technical manager for SCA Hygiene Australasia (owners of Treasures nappies). “What were once rectangular box pleated polythene fluffed pulp filled creations are now soft fabric covered nappies with elastic waistbands, fastening tapes and leakage preventing leg cuffs.”

Treasures were also the first nappy brand in Australasia to feature a breathable film, helping to keep babies’ skin healthy. However the biggest breakthrough came in the late 1980s with the introduction of super absorbent polymer (SAP). SAP is a highly absorbent gel that allows nappies to be thinner, lighter, far more absorbent and take up a lot less room in rubbish bins.

Little Treasures and Treasures are proud of their heritage of supporting Kiwi parents and babies, and will continue to be a major part of helping little Kiwis get the best start in life.

About Little Treasures
Little Treasures is an award-winning bi-monthly magazine for New Zealand parents of babies and pre-schoolers. It provides a credible source of information, advice and shared experiences and gives hands on information to new parents about everything from what to feed your baby to coping with toddler tantrums. The Little Treasures Baby Club offers discounts on Treasures nappies and lots of other fabulous products alongside a subscription to the Little Treasures magazine. Visit to find out more.

About Treasures Nappies
Treasures have the only nappy manufacturing plant in New Zealand. Now a part of the SCA Hygiene Australasia, Treasures is an iconic Kiwi brand that caters to Kiwi kids and their active lifestyles. Over the years there have been several different nappies produced under the Treasures banner including Smartypants and Sleepytime. Visit for more information.

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