baby registry: Munchkin(R) Announces Launch of New Web Site at http://www.munchkin.com

Monday June 12, 12:00 pm ET
Celebrates 15 Years With Full Re-Brand Initiative Culminating With New Web Site Launch


NORTH HILLS, Calif., June 12 /PRNewswire/ -- Munchkin, Inc. -- the maker of clever infant products that excite, delight and make life easier for parents and families -- announced today the launch of a new Web site at http://www.munchkin.com. The new Web site is part of the company's overall re-branding initiative that is designed to broaden its appeal to the modern mom, and highlight that it's the little things in her life that often make the biggest difference. The re-brand initiative comes as the company celebrates fifteen years of booming business.


"Our business has been extremely strong -- with revenues growing at approximately 25% per year for the last eight years. But we learned that while moms were loyal users of our products, they were not always familiar with our brand," said Steven Dunn, founder and chief executive officer, Munchkin, Inc. "This re-branding initiative is already showing results, and we believe it will help us take the company to the next level."

The Web site uses new technology to quickly bring resources and information to moms seeking the latest in time-saving (and stress-reducing) products. The site offers consumers multiple ways to browse for its clever products -- by their child's stage of development, product category or "best-sellers." Plus, to really make life easier for moms, the site features a store locator powered by cutting-edge Google® technology that helps them find the stores that carry the product they want using maps and satellite photos. There's even a feature to help new mothers build a baby registry, including easy access to products carried at Target and Wal-Mart and the ability to print UPCs to scan in stores.

Munchkin's re-branding initiative includes new packaging that prominently features the company's newly-designed logo and the "It's the Little Things" tagline -- set against a crisp, clean design that uses new bright, modern colors in contemporary color-blocks. Key products featuring the appealing new packaging have already seen up to a 30% increase in volume at top retail accounts.

A new print advertising campaign also launched to raise broad awareness of the Munchkin brand as the creator of clever, must-have products for today's moms. Each ad in the campaign, which appears in top national parenting magazines, highlights one of Munchkin's 150-plus clever products in a larger-than-life setting that reinforces the benefit of the item.

Munchkin partnered with creative agency THE UXB(TM) (www.theuxb.com) on the entire re-branding initiative. An award-winning advertising, branding, and interactive agency based in Century City and San Diego, CA, THE UXB(TM) has a long history of taking innovative companies to the next level.

About Munchkin, Inc.

A privately held company headquartered in North Hills, Calif., Munchkin, Inc. designs, manufactures and markets baby products that excite, delight and make life easier for families. Founded in 1991, Munchkin, Inc. has placed great emphasis on anticipating parents' needs and finding clever ways to address them. As a result of this focus on innovation, Munchkin has pioneered numerous concepts in the baby care industry including the Bottle & Nipple Brush (1995), White Hot technology (1996), Teething Blanket (1997), Teether Babies (1998), and the Insulated Spill-Proof Trainer Cup (2004). In addition, Munchkin has been granted more than 50 United States patents and has won over 30 industry awards, including the coveted Target Corporation Partner Award of Excellence in 2005. Endorsed and recommended by lactation consultants, medical professionals, toy specialists and parents, Munchkin products can be found at more than 25,000 retail outlets internationally. For more information, visit munchkin.com.


MEDIA CONTACTS:
Ashley Kirkendall, MS&L
(323) 866-6075

Doug Gillespie, Munchkin
(818) 221-4232




--------------------------------------------------------------------------------
Source: Munchkin, Inc.