Joybees has announced an expansion of its product offerings in the kids’ shoe market, introducing innovative designs aimed at filling a significant gap for waterproof and comfortable footwear. The brand’s new Kids Rodeo Splash Boot, which retails for $39.99, will be available on the Joybees website starting in mid-January 2024. This boot features drainage details, a textured outsole with built-in drainage, and Joybees’ proprietary HoneyFoam EVA material, making it both lightweight and comfortable for children.
According to Ken Dayley, CEO of Joybees, the brand is currently sold in 20 countries. The Kids Rodeo Splash Boot has already garnered two Global Footwear Awards, one for Kids Fashion and another in the Boots category, highlighting its design excellence. The lead designer, Kathy Santos, along with her team, including Rosina Navon, drew inspiration from Western pop culture while addressing a market need for waterproof footwear that is not heavy or restrictive. “With the closed toe and drainage, children can wear it at the playground and to the creek,” Dayley explained.
The company’s unique approach sets it apart from competitors, particularly with its use of the HoneyFoam bottom across its entire line. Dayley described this feature as a “pillow-top footbed” that provides enhanced comfort through a honeycomb formation. This contrasts with similar products in the market, which often utilize a hard footbed. Additionally, Joybees maintains competitive pricing, with products ranging from $29.99 to $52.99, making it an attractive option compared to cheaper knockoffs priced at $9.99.
Looking ahead to spring, Joybees plans to introduce a two-and-a-half-inch wedge to its women’s line along with two flat options. For its men’s collection, the brand will add a shoe that features both a closed toe and closed heel, complementing its Trekking Expedition line.
Joybees was founded by Kellen McCarvel, a former CEO of the company and an alum of Crocs Inc., which has led to ongoing legal disputes over trade secrets between Joybees and Crocs. While McCarvel is no longer directly involved with Joybees, the company continues to navigate these challenges under Dayley’s leadership, who joined in December 2024 after previous roles at New Balance and Finish Line.
As Joybees strives to carve out a niche in the competitive footwear market, its innovative designs and focus on comfort and practicality may well position the brand for continued success.
