Well-known brand manufacturer Munchkin, Inc. produces clever, innovative products for moms and their children, with a focus on “the little things” that make parenting easier.


Munchkin approached Gorilla to move from their legacy system and position their ecommerce channel as the focal point of the overall brand experience and serve as a driver for their ambitious business goals.


The first step in the process was upgrading the site design and user experience to emphasize the brand’s leading position in the marketplace and subtly use design queue’s to underscore product quality. To get there, our design team collaborated extensively with Munchkin stakeholders and their branding agency, Signature Creative. Holding true to their tagline “It’s the little things®”, we paid attention to the little things like using color and typography to purposefully evoke a specific mood and whimsically renaming their community section “show & tell” to accentuate the brand’s playfulness.

To expand their direct-to-consumer capabilities, Magento Enterprise was used as the ecommerce engine. Positioning the ecommerce channel as the focal point for a multi-channel customer experience, we were able to achieve multiple goals. By incorporating direct ecommerce capabilities alongside web retail partner and store locator functionality, we were able to create a cross-channel selling environment that minimizes partner conflict. At the same time, we established as the go-to consumer destination for product research, information, and new product discovery.

Next, we utilized Magento’s multisite capabilities to spin-off a uniquely branded microsite to enable Munchkin to enter into new product categories. Showcasing these web-only exclusives, along with hard-to-find and limited-edition items, creates clear differentiation for the brand and encourages serial site visits.

Lastly, we tied-in Magento with the key 3rd party and back-office systems and support the site post-launch via our dedicated cloud hosting and Managed Services team.


Since launch, site metrics are up across the board.

  • Magento-Oracle ERP integration
  • Streamlined UX and checkout flow
  • Key Integrations: Bronto, PayPal, Tealium, Zmags, , BazaarVoice, Certona, Mercent
  • Enhanced direct-to-consumer capabilities

We sought a partner that not only appreciated our goals, but had the know-how to guide us in the right direction. Gorilla was the perfect partner for this effort as their knowledge of Magento and knack for creating optimal user experiences is second to none.— Jonathan Bradbury, Director of Global Ecommerce, Munchkin

Visit Munchkin

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