Munchkin
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Father, venture capitalist, founder and CEO, Steve B. Dunn, established Munchkin in 1991, following the birth of his daughter Beau and identification of a niche for innovative infant and toddler products. The Company's mission is to be the most loved baby lifestyle brand in the world and is supported by its dedication to making the best products that puts its customers first while supporting the world around it. Innovation is also at the heart of the Company's ethos, and it has invested in over 180 patents, transforming mundane products into clever solutions. Key successes are the ‘Click Lock Cups’ that feature a secure lid for leak proofing that allows parents to see, hear and feel assured the product is correctly closed and ‘White Hot’ technology that alerts parents if an item or environment is too hot for baby including bath water, food and cars.

Munchkin knows ‘it’s the little things’ in a parent’s life that often make the biggest difference and their successful approach has led to them being recognised with over 120 nursery awards, annual sales of over 71 million units and a turnover in excess of $300mn. They also have over 877,000 Facebook followers and over 105,000 Instagram followers! It works exclusively with wholesaler Baby Brands Direct to distribute its products to the independent sector carrying over 120 products in stock over infant categories: teething, feeding equipment, bath toys, hygiene and travel accessories.

The Company follows 4 key strategies to support its mission to be the most loved baby lifestyle brand in the world; gain market share, support and develop its brand champions, increase brand awareness and invest to grow online brand presence. It top 4 categories are bath, feeding, travel and cups and there is a strong focus on ensuring full distribution across its channel of its top products within each sector. There is also an initiative to continue to build on its success stories such as the Miracle line, which will continue to see additions to the range and product placements.

Munchkin's branding is made up of the following key ingredients:

  • Innovation - Munchkin is powered by INNOVATION designed to make parents' lives easier and more enjoyable
  • Modern - Munchkin is powered by SIMPLICITY IN DESIGN and creating INVITING EXPERIENCES to delight babies and parents
  • Credible - Munchkin is powered by a NEVER-ENDING PASSION to find relevant, functional, and clever solutions for living a carefree and happy life
  • Leaders - Munchkin leaders are innovative influencers. They champion Munchkin's Mission to 'RID THE WORLD OF ALL THINGS MUNDANE' by strategically steering initiatives through collaboration, integrity and inspiration.




Test Your Knowledge
BrandCompetition NameDescriptionAttempt
WIN 1 of 5 Munchkin Bath Toy Bundles!WIN 1 of 5 Munchkin Bath Toy Bundles!
Win One of FIVE Massive Munchkin Weaning Bundles!Win One of FIVE Massive Munchkin Weaning Bundles!
Munchkin Moment!Munchkin Moment!
Munchkin CompetitionMunchkin Competition
Munchkin Prize DrawMunchkin Prize Draw
Munchkin £200 Prize DrawMunchkin £200 Prize Draw

Munchkin

In 2010 Munchkin acquired Lindam, the number 1 safety brand, in order to support two strategic objectives for the Company. Steven B. Dunn, chairman and CEO, Munchkin, Inc. said at the time, "First, this transaction instantly provides a substantial footprint in Europe from which we can accelerate the growing international distribution of our existing portfolio.  Second, it allows Munchkin to quickly enter the large U.S. infant and pet safety gate category with an award-winning European line.  This is an excellent strategic addition for Munchkin given the complementary nature of the two companies' product portfolios."

Baby Brands Direct Matthew Toulson, General Manager for Munchkin UK said, “We are very excited to be working with Baby Brands Direct as our preferred supplier into the UK independent market of pharmacies, gift and baby and nursery specialists. Their experience, reputation and excellent customer service coupled with our aggressive growth plans into the UK and European market creates an extremely strong partnership”.