Cover Story: Child's Play

What's more, sometimes shopping in-person is simply faster, according to Wing. "For those customers who live near a giggle store, popping in can be both efficient and inspiring in ways that an online search simply cannot."

That's not to say the online channel isn't important for giggle. The company is truly multichannel, and a large percentage of giggle's sales come via its website — so much so that giggle launched a new, more sophisticated website this month with a more integrated approach to content at the infrastructure level.