Labels:text | screenshot | font OCR: Diapers The sexed diaper craze began in 1987 when Proctor & Gamble, preying on the baby boomers' tendency to overaccessorize their offspring, introduced Luvs for boys and Luvs for girls. Within two years, the brand had cornered 24% of the cutthroat diaper market. Nevertheless, P&G keeps innovating. Its latest line extension? Luvs Ultra Leakguards-"so good they protect both boys and girls!" Imagine that.