As such, Anthem Worldwide has incorporated images of children wearing Huggies Pull-Ups and fancy dress while sitting on a potty to illustrate Kimberly Clark's brand message of learning through play.

Disney themes have also been used on pack to add to the message.

"We are very excited about the Huggies Pull-Ups [packaging] that Anthem has created," said Huggies European brand development manager Matthieu Muniz.

"We already lead the pants category in the UK with a 47.7% market share, yet with three in five mums still using nappies or normal pants to potty train and research confirming that mums are crying out for help, there is clear potential for us to grow this category even further."

The new designs will appear on packs across Europe.