toddler hitting.

Donna💋🐬
Omg! What can I do to stop my 1yr old from hitting everyone? He's not doing it to be mean. He does it when he's happy and excited or when he's playing. It hurts! Plus he's going to be a big brother in November and I don't need him smacking the newborn. We've been telling him "ow" "no" and "be gentle" when redirecting him when he hits. He just laughs at us. And now he is saying "ow" AFTER hitting. Ughhhhh idk what to do. Any suggestions ladies?