Munchkin Appoints Shaun J. Smith as Chief Revenue Officer

Veteran omnichannel commercial leader to drive retail growth and strategic partnerships

LOS ANGELES--(BUSINESS WIRE)--Munchkin Inc. (“Munchkin” or “the Company”), the beloved baby lifestyle brand owned by WHY Brands Inc., and an industry leader in the design and development of innovative infant and toddler products, announced today the appointment of Shaun J. Smith to Chief Revenue Officer (“CRO”), effective today.

“Shaun’s track record is exactly what we need at Munchkin as we accelerate our next phase of growth,” said Steven B. Dunn, Founder and Chief Executive Officer of WHY Brands. “His experience building sophisticated omnichannel strategies, deepening retail partnerships, and driving disciplined revenue growth management will be instrumental as we continue to elevate our commercial organization toward strategic, insights-driven collaboration with our retail partners.”

Smith joins Munchkin from Unilever, where he most recently served as Global Head of Business Development. Over more than 15 years at Unilever, he led the commercial integration of Dr. Squatch, Unilever’s largest acquisition in more than five years, toward a $1 billion-plus revenue trajectory. He also scaled consumer brands from emerging ($500 million-plus) to incumbent (more than $3 billion) across Retail, eCommerce, and International markets, bringing direct P&L ownership and a proven track record executing across Amazon, TikTok, Target, Walmart, Kroger, Costco, and other key retail partners.

As CRO, Smith will own full P&L responsibility for Sales and Marketing, realigning Munchkin’s retail partnerships from transactional conversations to strategic, insights-driven collaborations that drive consumer demand, sell-through velocity, and sustainable margin expansion.

“Munchkin has built an extraordinary legacy of innovation and consumer loyalty, and I’m excited for the opportunity to help write its next chapter,” said Smith. “I look forward to partnering closely with our retail partners and with teams across the organization to translate category-level insights into demand-driving strategies, and to build the kind of commercial engine that supports durable, profitable growth.”

Munchkin champions its mission to “Empowering parents with innovative solutions that transform the chaos of early childhood into safe, calm & confident moments of connection,” and continues to prioritize its team members as innovative influencers through collaboration, integrity, and inspiration.

About Munchkin Inc.
For more than 30 years, Munchkin Inc., the baby lifestyle brand owned by WHY Brands Inc, has produced innovative products and functional gear for children and their caregivers. Munchkin has over 350+ patents to date, and more than 250 international product and brand design awards. Munchkin products are sold in more than 50 countries and have received over 1.45 million five-star reviews.

Munchkin has been awarded Great Place to Work for four consecutive years and is recognized as a 2024 Best Places to Work by Built In. Munchkin has been honored on Fast Company’s annual “Brands That Matter” list for two consecutive years, including 2024, and ranked number eight on Fortune’s list of Most Innovative Companies in 2023.

As the only baby brand in the United Nations Global Compact, the company prioritizes corporate social responsibility with commitments to environmental protection and animal welfare, which are highlighted in its annual Sustainability Report. Learn more at www.WHYBrands.com and www.Munchkin.com.

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 begin and end with the question why. That spirit of inquiry drives our commitment to innovation, highlighted by over 350 patents to date. We believe great ideas and next-generation design can be life-changing. WHY’s portfolio includes baby lifestyle brand Munchkin and Curio Home Goods. Learn more at www.WHYBrands.com.