Joybees is stepping into the spotlight in the children’s footwear market with innovative designs aimed at addressing a significant gap in the industry. The brand, which is currently available in 20 countries, is set to launch its latest product, the Kids Rodeo Splash Boot, on its website in mid-January. This new boot will retail for $39.99 and will be offered 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, one for Kids Fashion and the other in the Boots category. Kathy Santos, the lead designer at Joybees, collaborated with her team, including Rosina Navon and CEO Ken Dayley, to create a boot that combines style with practical features. According to Dayley, the design was inspired by the popularity of Western pop culture and a clear demand for waterproof options that are lightweight and non-restrictive.
The boot’s design incorporates several standout features, including drainage details, a textured outsole with built-in drainage, and Joybees’ proprietary HoneyFoam EVA material. This unique footbed, described by Dayley as a “pillow-top footbed,” is characterized by small bumps arranged in a honeycomb pattern, providing comfort that sets Joybees apart from competitors.
In addition to the Kids Rodeo Splash Boot, Joybees is expanding its women’s line by introducing a two-and-a-half-inch wedge along with two flat options this spring. The company is also planning to enhance its men’s collection with a new shoe that features both a closed-toe and a closed-heel design, complementing its Trekking Expedition line.
Joybees was founded by Kellen McCarvel, a former CEO of the brand and a past employee of Crocs. Although McCarvel is no longer involved, the company is currently navigating ongoing litigation concerning trade secrets with Crocs. Dayley, who took on the role of CEO in December 2024, has not commented on the pending legal matters.
The pricing strategy for Joybees’ products is also noteworthy, with retail prices generally ranging from $29.99 to $52.99. This places them at a competitive advantage compared to cheaper knockoffs priced as low as $9.99. Wholesale prices are set at half of the retail price, allowing for significant margins while maintaining affordability for consumers.
As Joybees continues to innovate and expand its product offerings, the brand aims to fill the void in the kids’ footwear market with stylish, functional, and comfortable options. The combination of appealing designs and thoughtful features positions Joybees as a strong contender for parents seeking quality footwear for their children.
