Bobbie and Scrub Daddy drop limited edition parent merch including a $55 Cleaning Bottles hoodie

Key Takeaways

• Organic infant formula brand Bobbie has released a limited edition merch collection with cleaning brand Scrub Daddy, which Bobbie's product pages also call Bobbie x Scrub Baby.

• The three pieces are the $35 Who's Your Bobbie Daddy Adult Tee, the $55 Cleaning Bottles Adult Hoodie and the $25 I Heart Bobbies Baby Onesie.

• Every item was designed by the artist known as @spaceboycole and carries a joke about the less glamorous side of bottle feeding.

• The collection is sold through Bobbie's website, where merch sales are final.

Bottle feeding a baby involves a surprising amount of washing up, and Bobbie has decided that deserves its own merch. The US organic infant formula brand has teamed up with Scrub Daddy, the company behind the smiley face sponge, on a small limited edition collection of clothing for parents and babies, announced across Bobbie's website.

Each item carries a slogan aimed at the parent standing over the sink at the end of the day, from a dad tee that plays on both brand names to a hoodie that gives bottle cleaning a nightlife makeover.

Bobbie x Scrub Daddy includes a $35 Who's Your Bobbie Daddy tee, $55 hoodie and $25 onesie

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The collection has three pieces, all designed by Cole Poska. The Who's Your Bobbie Daddy Adult Tee costs $35 and comes in sizes small to extra large, cut in 100% ring spun US cotton with an oversized, relaxed fit and graphics on the front and back. Bobbie describes it as being "For the daddies doing the feeding, the scrubbing, and the d*mn thing."

The Cleaning Bottles Adult Hoodie costs $55 and comes with a front pouch pocket and front and back graphics in an 80% cotton and 20% recycled polyester blend. Its product description opens with "Popping bottles was fun. Cleaning them is iconic." At the time of writing, the extra large size was already listed as out of stock.

For the baby, the I Heart Bobbies Baby Onesie costs $25 and comes in a single 12 month size with three snaps and a front graphic, described as being "For the tiny ones making the big messes."

Scrub Daddy's $7.98 Scrub Baby bottle brush is now sold at Walmart with a built-in nipple cleaner

The partnership makes more sense once you know that Scrub Daddy has recently moved into baby bottles. Its Scrub Baby Bristle Bottle Brush, which the company introduces with the line "THE SCRUB DADDY® CLEAN YOU LOVE, NOW FOR BABY BOTTLES!", costs $7.98 and is available at Walmart. The brush has one touch soap dispensing through the handle, a wand that stands upright on the counter and drains into the sink, a removable head and a built-in nipple cleaner, and Scrub Daddy says it is scratch free and top rack dishwasher safe.

Scrub Daddy itself started with a yellow circular sponge with a smiling face punched into it, made from a foam that stays firm in cold water and softens in warm water. Founder Aaron Krause took the product onto Shark Tank in October 2012, where Lori Greiner agreed to pay $200,000 for a 20% stake. Bobbie, meanwhile, was founded in 2018 by Laura Modi, then an Airbnb executive, launched officially in January 2021 and now tells visitors to its site that it is "celebrating 1m bobbie babies (+ counting)."

Bobbie has never been shy about making feeding the story. In October 2024 it put cookbook author Molly Baz on a 45 foot billboard in Times Square, its first in the location, with Adweek reporting that the ad tackled the stigma around breastfeeding in public and around using formula at the same time. The Scrub Daddy collaboration is much lighter in tone, but it comes from the same place of talking about feeding as parents actually experience it. It also joins a run of brands turning a running joke into wearable merch, much like Duolingo turning mispronounced designer names into a phonetic fashion collection, where each piece carries the joke as a phonetic spelling of a designer name.