Baby products company Frida is expanding into a line of personal care products for kids ages 6 to 11 that will be sold in Walmart and on Amazon , the company told CNBC exclusively. As her eldest child has grown, she said there were plenty of options in the baby aisle and teen aisle, but nothing in between to address the needs of young kids' personal care. Though it began as a baby products company, it's now branched out into products for pregnancy, postpartum and now kids. Hirschhorn said Walmart has been curating and launching a new aisle dedicated to kids' care, where parents can find products in between baby and adult options. "There's no holistic experience for all of the personal care products for kids with that age, and so that was a really important part for us, just as it was in mother care."