Joybees, a rising name in children’s footwear, is making significant strides to capture a share of the kids’ shoe market. The company recently announced the release of its new Kids Rodeo Splash Boot, set to launch on its website in mid-January 2024. Priced at $39.99, this innovative design will be available in three vibrant colors: black, chicory, and flamingo pink.
The Kids Rodeo Splash Boot has already received accolades, winning two Global Footwear Awards last year for its contributions to Kids Fashion and Boots categories. The lead designer, Kathy Santos, alongside her team, including Rosina Navon and CEO Ken Dayley, developed the boot in response to a clear gap in the market for waterproof children’s footwear that is both lightweight and non-restrictive.
Dayley emphasized the boot’s practical design, featuring drainage details and a textured outsole that enhances grip. “With a closed toe and drainage, children can wear them at the playground or by the creek,” he explained. The proprietary HoneyFoam EVA material used in Joybees’ footwear acts as a “pillow-top footbed,” offering enhanced comfort that sets them apart from competitors.
Notably, other brands often utilize a harder footbed, which can lead to discomfort. Joybees aims to provide a more comfortable alternative by integrating a honeycomb formation of bumps, ensuring a soft, supportive fit. The pricing strategy also positions Joybees favorably within the market, with prices averaging between $29.99 and $52.99, significantly lower than cheaper alternatives that retail for $9.99.
Looking ahead, Joybees plans to expand its offerings for adults, introducing a two-and-a-half-inch wedge in its women’s line, alongside two flat options. For men, the brand will launch a closed-toe and closed-heel shoe that complements its Trekking Expedition line.
Joybees was founded by Kellen McCarvel, a former CEO who also worked at Crocs, a company closely related to Joybees. Although McCarvel is no longer involved, both companies are currently entangled in legal disputes over trade secrets. Dayley, who previously held positions at New Balance and Finish Line, joined Joybees as CEO in December 2023 and opted not to comment on the ongoing litigation.
With a growing presence in over 20 countries, Joybees is poised to continue its expansion and make a lasting impact in the kids’ footwear industry. As the company introduces innovative designs that prioritize comfort and practicality, it aims to meet the evolving needs of parents and children alike.
