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When it comes to baby products, "it's all about the baby," Steven Dunn tells Exec Edge.
That's why the founder of WHY Brands Inc., which makes products for babies, kids, and adults, says he's surprised by the success of one of his company's newest productsa diaper bag that's as much a part of a baby's daily life as a car seat.
The bag, which retails for about $60, features a handle that can be used to open and close the bag, as well as a mesh pocket to hold wipes and other items.
It's one of about a dozen Munchkin products that Dunn says he came up with while daydreaming about his own baby.
"I looked at the products we were buying and there were quality issues, lack of design safety issues, and I just started coming up with some ideas I couldn't get out of my head," says Dunn, who started the company in 1991 with the goal of making innovation "the core of its business and distinguishing itself with creative solutions for everyday childcare challenges."
Since then, the company has grown from 13 products found in almost every US household to more than 340 products sold in more than 40 countries, with 40% of its sales coming
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