Cover Story: Child's Play

giggle gets it, according to Andrea Syverson, president of IER Partners, a branding and merchandising consultancy, and author of "BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants."

"Starting off with solid brand positioning as 'new parent advocates' and moving into a tangible product fit chart on its website for merchandise selection, the leaders at giggle have customers hearts," Syverson says. "By intentionally planning to 'WOW!' and befriend new moms and dads at every customer touchpoint, giggle creates a memorable brand experience across all its multichannel avenues."