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Munchkin Announces Formation of New Parent Company WHY Brands Inc.

WHY Portfolio Includes Munchkin and Curio Home Goods

LOS ANGELES--(BUSINESS WIRE)--Munchkin Inc., the beloved baby lifestyle brand behind the most innovative gear and products for children, mothers and caregivers, today announced it has created WHY Brands Inc. (“WHY”), a new parent company for Munchkin and Curio Home Goods (“Curio”), focused on creating, incubating, and growing the next generation of consumer lifestyle brands. Curio, a premium brand of curated collections of home goods, launched in 2023. WHY’s vision is to establish an expanding portfolio of innovative businesses that align with its commitment to inventive product design.

“Innovation is at the core of what we do and WHY exemplifies this, enabling us to construct a portfolio of interconnected, consumer-facing brands and businesses as we enter new categories.” says Steven B. Dunn, Founder and Chief Executive Officer of WHY Brands Inc.

Fueled by a company culture rooted in invention and devotion to extraordinary design, WHY innovates across product categories—from baby lifestyle to elevated home goods—with its purposeful, smart products.

“WHY is an evolution that confirms our purpose in innovating the next generation of groundbreaking lifestyle brands,” said Diana Barnes (db), Chief Brand Officer & Creative Director at WHY Brands Inc. “It gives us the freedom to expand into unexplored areas of R&D, forge partnerships with international thought leaders, and deepen the dedication to our longstanding CSR efforts.”

About WHY Brands Inc.

WHY is a portfolio of brands that invent, develop, and design creative products across an array of categories. With every new idea and undertaking, we ask and end with WHY. That spirit of inquiry drives our commitment to innovation, highlighted by 338 patents to date. WHY’s portfolio answers: how great ideas and next-generation design are lifechanging. In 2023, Munchkin ranked #8 on Fortune’s list of “Most Innovative Companies” and was honored on Fast Company’s annual “Brands That Matter” list. Learn more at www.WHYBrands.com.

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WHY@icrinc.com

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WHY@icrinc.com

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