And the Award Goes To…

A leader in comfortable yet fashionable kicks, Pediped grabbed not one, but two Earnies for 2011. While Angela Edgeworth, the company’s president and founder, had some difficulty hiding her surprise in regards to winning Company of the Year, she says treating retailers like partners in tough economic times and taking time to listen to what they’re grappling with makes a marked difference in maintaining those relationships. “We even grew during the recession,” Edgeworth says. “We have a bigger and improved line with updated styling, and as a result, retailers are more willing to invest and carry more inventory.” Edgeworth also notes that the product line has changed every year since the brand’s inception in 2004. “Since the start, we’ve tried to give them something fresh every season and take their feedback into consideration,” she explains. “We constantly reinvest in the brand.”

With a history spanning more than a century, French brand Petit Bateau is certainly not a newcomer to the children’s market. Serving up classic, high-quality designs, the company has been on savvy retailers’ radars for years, but Lennox Thomas, executive vice president of Petit Bateau in the U.S. and Canada, says several factors have combined to make it a current must-have on many shelves. “Petit Bateau has made a conscious effort to ensure its fashion introductions are really on target,” Thomas explains, pointing to the company’s more expansive global color palette and focus on essentials, like crawlers and sleepwear. Another big factor in Petit Bateau’s U.S. retail revival, he notes, was the decision to move distribution back to France, which has helped ensure on-time deliveries.

In addition to the improvements home and abroad, many retailers report the brand’s rich heritage is what keeps it perennially popular with parents, especially at a time when shoppers are seeking long-lasting items that can be passed down to younger siblings. “It seems the trend lately is moving toward a more classic, conservative look,” says Anna Beth Goodman, owner of Pippen Lane in New Orleans, LA. “Parents love the softness and quality of this brand, as well as the timeless styling.”

While it may not always be apparent, everyone—shopper, retailer, buyer—knows that excellent customer service can make or break a brand. For this year’s Best Customer Service award winner, Mud Pie, individual attention has always taken precedence, says Adrienne Boyer, executive vice president of Mud Pie. The company’s seven customer service associates, assigned to different geographical regions, ensure retailers’ concerns are addressed promptly. “Each customer service associate is empowered to make a call on a customer’s problem without having to get authorization,” Boyer adds.

Continuing its streak of cornering the market on California cool, it’s no surprise to Charlie Rocket devotees that the brand is a hit with retailers. “Whether you have a funky clientele or traditional clientele, it meets all the requirements,” says Susan Kreski, owner of Giggle Moon, in Naples, FL.

Charlie Rocket owner Anna Lindstrom chalks the brand’s success up to a variety of factors, including its edgy yet relaxed designs, sophisticated sun washed color palette and super-soft 100-percent cotton fabrics that boys love. In addition, Lindstrom says both parents and merchants are pleased to learn the brand is produced in downtown Los Angeles. “Being that we’re made locally, we can turn around our goods very quickly, which really helps,” Lindstrom says.

Kreski, who has carried the brand for 10 years, notes that many of her first-time visitors are lured to the boutique by her Charlie Rocket collection—and its appeal seems to cross the demographic spectrum from moms and dads to grandparents. And when they get it home, it doesn’t disappoint, she says. “It washes well and wears well, in addition to being really fun. Can you tell that I love this brand?”

Oft imitated, never duplicated, TOMS’ success is one-of-a-kind. This year’s Best Company for Good, the brand lives and dies by its one-for-one philosophy. “At TOMS, giving isn’t a trend or a fad or part of our business—it is our business,” says Blake Mycoskie, founder and CEO. “We’re proud that TOMS has inspired a global movement and continues to influence companies around the world.” Also marked as one of Forbes magazine’s Most Inspiring Brands in America, Mycoskie says, “If someone were to predict five years ago where we are today, I would have called them crazy. My hope is to continue to inspire other companies and individuals to make a difference in their careers and personal lives.”

When founder and creative director Shawna Dalton first launched girls brand Twirls and Twigs in 2007, the designer would travel door-to-door to manufacturers in her hometown of Los Angeles to collect the leftover fabric that would become the signature of her eclectic collection. From lace trim to bold, bright flower appliqués, the recycled material helped create one-of-a-kind details and add an aura of whimsy that enchanted the brand’s pint-sized clientele.

Now, with more and more retailers seeking Dalton’s designs, Twirls and Twigs has grown big enough to source new fabrics to create the collection’s unique details— but Dalton made sure to keep production nearby. “I love being able to support the local economy,” she explains. Parents, she notes, also love the brand’s made-in-the-U.S.A. bona fides, not to mention the fact the collection is crafted using earth-friendly fabrics like modal and organic cotton. Factor in the brand’s affordable price point, and it’s a mix that keeps parents—and retailers—coming back for more. “We can’t keep it on the shelves,” confirms Amanda Marshall, manager of Posh Baby Co. in Beaumont, TX.

With a portfolio of licenses spanning the children’s market—including Puma, Skechers, Fisher-Price, U.S. Polo Association, Hello Kitty, Zutano and Bon Bébé—it’s easy to see why retailers across the country routinely rely on United Legwear to stock their shelves. “When you take that kind of brand equity and marry it with United Legwear’s top-quality products and translation of trends, retailers have a perfect recipe for sell-through and customer loyalty,” says Isaac Ash, United Legwear president and CEO.

Ash is happy to report that since the company’s inception in 1998, United Legwear’s sales have skyrocketed, its stable of brands has expanded and its retail partnerships have proliferated—all thanks to the company’s stylish and playful interpretations of beloved brands. “Most of us here at United Legwear are parents, and we make products that we’re excited to put on our own kids,” Ash explains. “We refuse to think of socks as a boring, daily essential. We make quality legwear that’s fun to wear,” he adds. “Isn’t that what childhood is all about?”

Retailers, parents and girls all love High IntenCity for a very simple reason: The brand’s signature CHARM IT! bracelets are a gift that keeps giving. With a charm for almost every occasion—from first recitals to declaring best friends forever—the brand’s bright designs make perfect presents or everyday treats.

For Katie Adler and Vicki Mowrey, owners of Miss Katie’s Charm School in Aventura, FL, the brand’s charms serve as unique keepsakes for the shop’s tourist clientele, who love High IntenCity’s palm trees and dolphins. “It’s an incredible product because it’s the perfect gift,” Adler affirms, noting that the shop sees a lot of grandmothers stopping by for charms as rewards for their granddaughters.

And with everything from glow-in-the-dark mp3 players to shakable gumball machines, there’s a charm to meet every boutique’s needs, notes High IntenCity President Renee Levy. “Retailers have come to expect several things from the brand—an ever-evolving collection of what girls want now, innovation, attention to detail and most of all fun,” Levy adds.

For 23 years, Doug and Melissa Bernstein have proven you can have a lot of fun by taking toys very seriously. The husband and wife pair launched Melissa & Doug with an idea to “look backward at what was amazing and compelling from the past and try to inject pizzazz into those toys,” explains Melissa Bernstein, chief creative officer and co-CEO.

In addition to finding inspiration from their own experience as parents of six, the couple requires extensive focus group testing for all of the brand’s toys, including reviews by moms. “We believe the mother is as important a tester as the kid, because generally the mom is not only the one buying the products but also playing with them with her kids,” Bernstein explains.

Today, the company offers 200 to 400 new items a year, including everything from puzzles and puppets to craft kits and castles. Yet while the brand’s dizzying array of products poses a perfect temptation to gift givers and scores big points with store owners looking to freshen up their assortments, it’s the brand’s longevity that parents and retailers recognize and respect, says Jen McSherry, director of marketing at children’s footwear chain Olly Shoes, which carries an array of the brand’s craft sets, stickers, games and toys. “Parents know when they buy a Melissa & Doug toy that it will last, and that they will be able to pass it on to younger siblings,” she notes.

Picking up another win for its licensor United Legwear, BabyLegs scores big with retailers thanks to eye-catching designs that entice shoppers to snag a pair (or two) to spice up everyday outfits and spruce up gift baskets. “They’re cute and affordable shower gifts,” explains Erin Sennert, customer service manager at GreenPea Baby in Apex, NC, noting that they’re also easy add-ons to clothing sales.

But the brand’s biggest benefit, Sennert says, is that BabyLegs’ signature leg warmers make changing baby a breeze. “We have a really big cloth diaper community, and what we love about BabyLegs is they’re easy to use and they’re cute, but you can still change diapers really easily,” Sennert explains.

It’s a combination of quality, functionality and fun that has kept sales swift, even in a struggling economy, says Patt Kelly-Pollet, the brand’s director of sales and marketing. And awards abound for BabyLegs this year: In addition to an Earnie, the company also took home a Cribsie award for “Cutest Socks to Build an Outfit Around.”

Skip Hop was met with discouragement when it originally dreamed up the idea of adding lunch boxes and backpacks to its repertoire, says CEO Ellen Diamant. “People told us what a crowded market it was, but we felt we could bring design, function and price to the table.” And Skip Hop delivered. The Zoo Lunchies have been a huge hit, not only in the U.S., but in the U.K. and Japan as well. “One of the amazing things is they’re items with characters that aren’t licenses,” Diamant notes. “Some parents discourage a really commercial property.” Now, with a celebrity following that includes Halle Berry, Matthew McConaughey and Madonna, the Zoo Lunchie has officially arrived. Of the 11-plus animal offerings, the owl, monkey and bee lead the pack in the U.S., while the recently released ladybug, fox and elephant are expected to grow in popularity throughout the coming year.

Bringing the demanding New York City market top-notch brands like Mayoral, Stella Cove, Chaser Tees, Misha Lulu, Mali Kids, Elephantito, Andrew & Audrey, as well as their two longest standing partners, Lucky Jade and Kapital K, the Earnies confirmed what many long suspected—Thread NY is a buyer favorite. Terra Fazzio, showroom director, says the laidback, friendly yet professional atmosphere makes visitors feel at ease. “Our buyers often comment that they love the showroom shopping experience in a living room vibe.” And come January 2012, when Thread moves to a more spacious suite on the third floor of 34 W. 33rd St., the addition of a coffee bar will only play up the comfort card more so. Thread recently added a number of accessory brands, including Wee Ones hair accessories, Noodle & Boo skincare and RumbaTime watches, which Fazzio believes has opened lots of new doors. “This has created fun opportunities for us in the market as we’ve been able to work with a whole new customer base, including hair salons and gift-driven accounts.”

The name may be decadently sweet, but Cupcakes & Pastries’ frocks strike a perfect balance between girlish charm and sophisticated style, says designer Inshi Khanna, who owns the company with her husband, Sumit Khanna. Mixing classic silhouettes with enchanting patterns, bold colors and intricate hand embroidery, Khanna has developed a blend that has helped the 2 and a K year old brand quickly catapult to the top of the girls’ dresswear market.

“The fabrics are a little more sophisticated, but still playful enough to please kids,” explains Adriene Booth, owner of LMNOP in Chicago. “They appeal to girls and parents alike.” It’s a formula, Khanna says, that’s influenced by her upbringing in India and travels to Morocco—and not fashion fads. “I don’t follow any trends or stick to a formula,” she notes.

Despite the brand’s high-end details, including hand beading and rich fabrics like brocades, jacquards, linens, pure cottons and pure silks, the breezy silhouettes lend themselves to dressing up or down—giving parents added versatility at what Khanna notes is a very affordable price point. “Considering the economy, parents are very happy about the prices because they’re getting so much more from the garments,” she adds.

As the licensor for a brand with a century-plus history in denim, it might have been tempting for Haddad Brands to rest on Levi’s laurels. But as this year’s Earnies voters can attest, that’s certainly not the case. “We’ve tried really hard to stay true to the key competency of the brand, which is denim, while constantly being innovative with new washes and new detailing,” says Jennifer Aramburu, executive for Haddad Brands and Levi’s Brand Manager.

Aramburu says the company’s soft, stretchy, light-weight fabric has helped make the brand’s girls’ denim leggings a hit, while an elevated sense of style has helped make the boys’ offerings unique. “You have to rely on a wash, a treatment and the hardware to make it stand out from everything else, which is a tricky thing to do,” she adds. But with sales up at retail, Haddad has clearly struck upon an ideal formula—a fact that’s also earned the company the global license for Levi’s kids’ wear beginning next year. Not to mention, 80 percent of the brand’s assortment is run on replenishment, allowing accounts to order by size several times a week. “We’re in a really great inventory position, and it’s allowed our customers to maximize their sales,” Aramburu says.

Fore!! Axel and Hudson launched in 2009 when designer Paul Nguyen wanted to do something more for boys than the standard screenprinted tees. A golf addict, Nguyen decided to base his line on the sport and researched the history of golf, on and off the course, to construct a head to toe collection. As a young brand, now only two years old, he says it’s an honor to be carried in premium retailers like Neiman Marcus, Fred Segal and Kitson, among others. While Nguyen is of course thrilled with the company’s swift ascension, he’s taking it one step at a time. “We’re trying to be cautious and grow at a steady pace,” he explains. “We definitely want to be a global brand, but we’re happy where we’re at right now.”

When times get tough, the tough get going, and it’s clear Zutano founders (and husband and wife pair) Michael and Uli Belenky live and work by the adage. “We feel like everyone has experienced some difficulty the past few years with the roller coaster of the economy, and we really worked hard during that time to focus our attention on our line and do what we do even better,” explains Michael, the brand’s president. For Uli, Zutano’s top designer, that meant continuing to release a large collection of bold, bright, playful prints perfect for mixing and matching.

Nancy Dupont, owner of Reverie Baby in Santa Rosa, California, says the versatility of her Zutano collection, which occupies 300 square-feet of retail space in her store, makes it a hit with her shoppers, who appreciate the fact that new prints and patterns often match items they already own. Not to mention, pairing the brand’s original offerings to create one-of-a-kind outfits is just plain fun. “Each buyer can interpret it in slightly different way,” Michael adds. “It really is like having a deluxe box of crayons you can play with in unlimited combinations.”

Recognizing the brands that bolster their businesses, retailers voted in droves for the 34th Annual Earnie Awards, presented by Earnshaw’s at October’s ENK Children’s Club show. Gift items scored big with retailers, including everything from charm bracelets to funky lunchboxes—proving that even in a recovering economy, friends and family still love bearing gifts, and that savvy store owners continue to find creative ways to boost sales. Meet this year’s winners—brands that fellow retailers rely on to keep customers coming back for more. —Audrey Goodson and Meagan Walker