Seeking to win more favor with its target audience, Kimberly-Clark Corp.?s Pull-Ups brand has created an application that helps moms to potty train their kids.

The iGo Potty effort is claimed as the world?s first branded potty training application. Created by WPP Group agency Joule, the application helps parents stay steady throughout the potty training process by setting reminders and offering helpful answers.

?Parents often struggle to begin the potty training process and, once started, potty training can be a struggle between parent and child,? said Josh Thyren, brand manager of Pull-Ups, Neenah, WI. 

The application is targeted at mothers with toddlers in the midst of potty training, or those who are gearing up to begin.

Potty tricks
IGo Potty allows mom to set regular potty reminders to receive calls from ?Patty the Potty,? which helps engage the child by encouraging them to answer or listen to the call.

The application can be customized with a photo or avatar to help engage the child, offering games and rewards as an incentive for success.

Once the parent deems her child has been potty trained, the application generates a graduation, including music, balloons, streamers and a printable diploma.

?The application is designed to be a tool for mom to help make potty training easier and a reward for the child to keep them motivated and engaged in potty training,? Mr. Thyren said.

?To that end, there will be no advertising or direct sales to the consumer,? he said.
Kimberly-Clark will get the word out about the application through public relations and social media efforts.

The iGo Potty application, which will soon have an Android presence, is Pull-Ups? first branded application.

Kimberly-Clark states it is too early to determine how many downloads the application has received since its App Store release last week.

Pull-Ups is part of a Kimberly-Clark portfolio that includes brands such Kleenex, Scott, Huggies, Kotex and Depend.

Kimberly-Clark last year launched a Huggies Pull-Ups campaign that allowed mothers to use their mobile phones to text-in to order potty training kits (see story).

Child play
Pull-Ups may be the first branded mobile application featuring potty training tips and tricks, but it is not entirely unique in its methods.

Aimfire LLC?s ?Potty Training for Boys,? an iPhone application available for $2.99, addresses concerns specifically related to boys.

That application features a full manual with sections including potty training a special-needs child, and tips for on-the-road and night-time training.

?It can be challenging for any parent to remain consistent throughout the process, continually setting potty break reminders and finding learning solutions for each individual child,? Mr. Thyren said.

?Now, parents and toddlers have an interactive tool to make potty training easier and more fun at the touch of their fingertips,? he said.