Joybees is making significant strides in the children’s footwear market with the introduction of new, innovative designs aimed at filling a notable gap. The brand plans to launch its much-anticipated Kids Rodeo Splash Boot, which will be available on its website starting in mid-January 2024 for a retail price of $39.99. This boot is designed to be both functional and stylish, featuring drainage details and a textured outsole with built-in drainage, making it suitable for various outdoor activities.
In a recent interview, CEO Ken Dayley highlighted that Joybees is now sold in 20 countries, indicating the brand’s growing international presence. The Kids Rodeo Splash Boot has already garnered recognition, winning two Global Footwear Awards last year, one for Kids Fashion and the other in the Boots category. The design team, led by Kathy Santos and including Rosina Navon, has taken inspiration from the enduring popularity of Western pop culture.
Dayley emphasized the significance of the boot’s design, stating that it addresses a “clear gap in the kids’ footwear market.” He noted that many existing options are either heavy or restrictive, which can limit children’s mobility during play. The boot’s closed toe and drainage features allow for versatile use, whether at the playground or near water.
Another key differentiator for Joybees is its proprietary HoneyFoam technology. Unlike competitors with hard footbeds, Joybees’ footbed is designed to provide comfort with a honeycomb formation that acts like a pillow-top. This feature is integral across all the brand’s offerings for men, women, and children.
Joybees is also set to diversify its product line further. Looking ahead to spring, the brand will introduce a two-and-a-half-inch wedge to its women’s line along with two new flat options. Additionally, a new closed-toe, closed-heel shoe will complement the men’s Trekking Expedition line. This expansion signifies Joybees’ commitment to catering to a broader audience while maintaining competitive price points, which range from $29.99 to $52.99.
Founded by Kellen McCarvel, a former CEO of the brand and an executive at Crocs Inc., Joybees has carved out a niche in the footwear market. Although McCarvel is no longer involved, the company is currently facing several lawsuits related to trade secrets with Crocs. Dayley, who took over as CEO in December 2024, chose not to comment on the ongoing litigation.
With its focus on comfort, innovation, and affordability, Joybees is poised to make a lasting impact in the children’s shoe market. As the company continues to evolve, it is clear that the combination of creative design and practical features will resonate with consumers looking for quality footwear options for their children.
