Cover Story: Child's Play

The company is publishing several catalogs this year and next. The May 15 catalog is its core, evergreen catalog featuring its most popular products with general information about giggle, including how it selects its products (they must meet four or more of giggle's 10 criteria: tested, good value, healthy, easy/simple, portable, multistage, space-saving, baby basics, innovative and responsible). Then, giggle will launch a fall catalog to hit in-home Sept. 15, another holiday mailer to hit Nov. 1 and a spring catalog in April of next year. The main catalog is available online, and will be joined by an ongoing catalog later this year to focus solely on its Better Basics line.