Women in the Industry: Part one in a series

High Point— Perhaps because of the nature of our industry — that is, we deal in products for children — I'd venture to say more women sit at the helm of companies than in most other industries. While many articles highlighting women leaders seek to shine light on what is a minority role, we are fortunate instead to highlight the many contributions of many different women to the juvenile products industry.

Many women who today head their own companies started off after becoming mothers themselves and seeing a void in the marketplace. Many others followed a more traditional climbing of the corporate ladder, and still others looked to the juvenile products industry as one that welcomed women leaders.

That's something we should all be very proud of.

And so, when we began this project, we knew it would be big, but I don't think any of us here at Kids Today imagined quite the scope of what we were undertaking. As we compiled our list of important, inspiring, trend-setting, thought-provoking and all-around fabulous women in this industry — women who have been instrumental in steering the direction of this industry, women who have given back to this community, women who have helped make the juvenile products industry what it is today — we realized the results would never fit in one issue of Kids Today.

And so, we bring you Part I of our special report on Women in the Industry, with profiles in no particular order. Parts II and III will appear in the May and June issues of Kids Today. We hope, like us, that you are inspired by these women, most of whom should be familiar faces to many of you. Also like us, we hope you learn something new about your colleagues — about their histories, about how their businesses work, about what inspires them and what they're most proud of.

President, Green Frog Art

With a law degree from Georgetown under her belt and a stint at New York City's prestigious law firm Dewey Ballantine, where she practiced securities and mergers and acquisitions law, Kelly Neal Mariotti entered the juvenile industry while still in her 20s when she founded Green Frog Art in 1995.

Mariotti said she researched various industries before focusing on juvenile products 10 years ago.

"I felt it had enormous potential, especially in the field of high-end home décor," she said. She was also attracted to the industry's female-friendly vibe, and the high level of success she saw other women had attained — something she says was very important to her coming out of securities law.

Green Frog Art was born as a small company that offered limited-edition artwork for children's rooms.

"I felt like there was a real need there," said Mariotti. Her philosophy, which she credits for her company's success, was to let the industry and her customers tell her how to expand from there.

And expand she has. Today, Green Frog Art produces decorative accessories including lamps, kid-sized furniture, accessories, cradles and more.

"We never tried to come up with a product and tell (our customers) they needed it. We waited for them to tell us what they needed," she said. "...We're good at listening to our customers. We really treat them as partners and respond to their input as best we can in terms of how our product line develops."

That philosophy has proved successful for Green Frog. Mariotti reports the company has grown between 20% and 40% every year for the past five years.

But she's not inclined to stop there; this year, Mariotti is bringing her signature look to a line of cribs and changing tables. Her work has been recognized by industry leaders as well; she was a Pinnacle Awards finalist in both 2003 and 2004.

But Mariotti is most proud of her industry involvement, having served on the boards of both the ABC Expo and JPMA, where she is currently treasurer and set to assume the post of vice chair in May.

"Now I'm at the point where I can give back to the industry," she said. "Being able to help new people get into the industry — people who are where I was 10 years ago — it's been satisfying to reach that point."

President, CoCaLo

Renee Pepys Lowe remembers being 6 years old and helping tie ribbons for her mother's infant bedding and accessories company, NoJo. That experience has remained with her. She said she's been passionate about the industry since she was a child.

Lowe eventually returned to her mother's company after a few years in the management business. Next occurred a series of events in which the family sold NoJo and then was asked to leave by the new owners. Lowe said she was surprised by the move, but it didn't shake her resolve to remain in the infant bedding category. Her own company, CoCaLo, is now entering its seventh year in business.

Lowe says three things have contributed to her success: her company's level of professionalism, her experience on the Juvenile Products Manufacturers Assn. board of directors and committees, and her service on the board for Kids in Distressed Situations.

Lowe says that being a part of the boards is especially meaningful to her.

"The K.I.D.S. experience has been so rewarding," she said. " (It's my goal) to be able to manage the business and give back (to the community)."

Lowe is focused on building her company and also the CoCaLo brand name. But as a mother of two girls, she also tries to balance her business and industry duties with school activities and charity work.

"I definitely want to continue to be a well-rounded person," she said.

Co-founder and president, Lambs & Ivy

Barbara Laiken, co-founder and president of bedding textiles giant Lambs & Ivy, credits part of her success to her early years as an apparel retailer. Her background includes a denim jeans retail business and a men's and women's apparel store that she ran with her ex-husband. Laiken calls those experiences her "college education."

Laiken met her Lambs & Ivy partner, Cathy Ravdin, in the late 1970s. Ravdin, an interior designer who was working on Laiken's sister's house, brought over a crib bumper for Laiken's infant son. Laiken said she was impressed with the uniqueness of the bumper, and the two decided to launch Lambs & Ivy, which is now in its 27th year of business.

The partners started with a mantra that remains in place today. "We wanted to offer high-quality and fashion-forward designs with the highest level of customer service," she said. "We've been able to maintain that dream and be successful at the same time."

Laiken believes that Lambs & Ivy has been a trendsetter in the crib bedding business. "When we first introduced our jungle group, Safari Baby, ... the sales reps asked, 'What are you doing?' But that set the stage for jungle being a huge part of the industry," she said.

Lambs & Ivy continues to grow, and one sign of that is the move to a larger facility this summer. Laiken credits her staff, small-company structure and focus on customer service as key points to maintaining success for close to three decades.

"I'm excited about where we are and where we're going," Laiken said. "After 27 years, to be able to say that is pretty cool."

President, Build-A-Bear Workshop

While Maxine Clark didn't invent Teddy bears or factories that make them, her Build-A-Bear Workshop has popularized the idea, making it the 13th largest toy retailer in 2004, according to Playthings magazine.

Clark began her retail career as an executive trainee with the May Department Stores Co. in 1972, rising through the ranks to be named president of Payless ShoeSource in 1992. Four years later, she left to start her own business.

"My greatest accomplishment is that we have created a totally interactive retail concept, Build-A-Bear Workshop, that has grown in just eight years from one store in St. Louis to a chain of over 200 stores in the premier malls in the U.S. and Canada today," said Clark.

Sales in 2005 for the publicly traded company were $362 million.

"We continue to re-invent ourselves to appeal to families who want great memories and great products," said Clark.

Although Build-A-Bear is already an international company, Clark hopes that in the next five years the company will have around 400 stores in the U.S. and Canada and another 300 or so worldwide.

President, First Candle

The passion in Marian Sokol's heart is where the families are ... the families with chronically ill children, many of whom she helps through the organization she runs, First Candle.

Armed with a doctorate in early childhood special education, a post-doctorate degree in public health and a few years teaching college, Sokol founded Any Baby Can, a San Antonio-based organization for children with chronic illness and disabilities, where she worked for 21 years as executive director.

Turning over those reins, Sokol moved to First Candle, initially as a board member and now as full-time president.

"The whole focus on infant survival has shaped my life," she said. "I want the world to be a better and easier place for parents and children with disabilities."

Sokol said it's important to pursue research, teach Sudden Infant Death Syndrome risk reduction to parents and offer compassion to those who have dealt with S.I.D.S. and stillbirth.

She hopes to continue in the same position — but have more visibility, greater awareness and a greater array of programs for the group that Parents and Parenting magazines have dubbed "the little organization that does big things."

President, Manhattan Toy

Arete Passas has surrounded herself with youth most of her life. After teaching fifth through seventh grades, she spent 27 years in consumer products — the last 20 in juvenile products.

"You can say I have been involved with kids or the industry for most of my professional career," said Passas.

Her career has taken her to Crayola, Scholastic, Mattel, Halo Innovations and finally Manhattan Toy, where she was named president last June.

"My single favorite accomplishment would have to be the opportunity I had to change Crayola crayon colors by retiring the old colors and bringing out the new in 1990," she said. "This was big news."

But Passas said she has changed the industry in more ways than one.

"I have helped management better understand the consumer and their wants and needs, whether it be a mother or a child," she said.

"This is done through a thorough understanding and somewhat of a 'gut feel' for consumers," she continued. "Some of this understanding comes from classic qualitative or quantitative research, the rest comes from general observation and intuition."

She also has helped people understand the importance of branding and building brand equity.

"Brands are the almighty differentiator, and without them it is difficult to grow a healthy business," said Passas.

She also has worked for Oil of Olay and Dixie, two strong franchises among women.

"Gaining a good understanding of the importance of brand equity has allowed me to make significant strategic contributions to the businesses I have touched," she said.

In the future, Passas hopes do continue on the same road — but doing everything a little bit better.

And she hopes to grow Manhattan Toy and Groovy Girls into more recognizable brands that moms and girls enjoy around the world.

Director of Sales and Marketing, Bugaboo

Kari Boiler has helped educate consumers and retailers alike about a product that, in many ways, reinvented the stroller category. With a background in advertising and seven years experience at industry powerhouse Wieden & Kennedy, including four years in Amsterdam, Boiler married her marketing skills and global perspective when she joined Bugaboo in 2002.

"Being part of the Bugaboo team that launched a completely unknown brand, product and price pint and, in addition, entered into a tight-knit juvenile arena has been incredibly fulfilling and challenging," said Boiler.

She counts launching the Bugaboo brand as a major accomplishment.

"Including children, places and things in our mobile and exciting world to the best of our ability, and providing the tools to do so, is the biggest contribution. That message and feeling is very magnetic to people when they see Bugaboo. The product clearly speaks to people differently than most."

That magnetism has helped propel Bugaboo to the top of the list of products for today's hip parents — not a minor accomplishment, considering Bugaboo is near the top of the list in terms of price point in the category.

"There is a lot I hope to accomplish since we are relatively new to the North American market," said Boiler, including helping to launch a Bugaboo double at some point in the future.

"We have amazing retail partners and I hope that we can increase and develop our in-store experience to create an exciting Bugaboo experience for consumers."

President, Kids in Distressed Situations

Janice Weinman is no stranger to helping kids. With a background in education, she has held CEO or COO posts in not-for-profit organizations for the past 25 years, and today is president of Kids In Distressed Situations.

"K.I.D.S. was the perfect culmination of that experience," said Weinman.

During her tenure at the helm of K.I.D.S., Weinman has overseen efforts to get blankets, bottles and other products to children in the wake of the Asian tsunami and Hurricane Katrina.

She has worked on many other local and national projects, including initiatives to provide cribs for foster-care families in New York, and providing hospital and health care systems with baby care items for low-income mothers, as well as to educate those families on how to effectively raise children.

"We're directly able to make a difference in terms of health care and system-wide initiatives," she said.

That's a direction she's intends to pursue, becoming more involved in preventive programs, including programs that help educate parents.

"I came out of a much more policy-oriented world into a world where you can make a much more tangible difference in people's lives," said Weinman.

Chief designer and CEO, Kathy Ireland Home

Kathy Ireland entered the juvenile products industry when she broadened her apparel line to include girls' swimwear. And from there, Kathy Ireland Worldwide has kept its hand in the industry.

The Kathy Ireland Home brand was started in 1998, and one of its best sellers has been Princess Bouquet.

"Everyone wants to give their little girl a princess room," said Ireland, chief designer and CEO. "Our daughter Lilly was our inspiration. She had a doll bed and always tried to climb into it, but she didn't fit."

The collection is now a complete bedroom by Standard. As the company took on more partners — like flooring manufacturer Shaw and Pacific Coast Lighting — they all worked together on children's products that coordinate across the board as the Young Attitudes section of Kathy Ireland Worldwide.

Ireland also moved into another juvenile arena when she wrote three books for Storyreader, "Mona's Favorite Words," "What Mommies Do" and "An Angel Called Hope."

"Of all the areas I get to work with, I get the most joy from designing for children. They're the absolute best," she said. "Our company does focus groups, and we include kids in those groups so we can serve the needs of the entire family."

As for accomplishments, Ireland said that while many bear her name, they are the result of thousands of hours of work by her team.

"I've never had a family business, but now I have a business family," she said. "Treat your people as you would your family, and there's no limit to what you can accomplish."

She did say she was honored to become ambassador for Help 1 Up, so she is able to serve families and help them be together. And she attributes her company's success to her customer base.

"I feel like I have a really good relationship with the customer, who is the biggest part of the design team," she said. "We're really dependent on her and focus on her. We try to be a good listener and implement what she says as soon as possible."

Ireland said her home brand is still a "baby brand" and has a long way to go. She wants to "continue to grow, learn and listen."

"There is so much to accomplish with our business. There are a lot of needs out there, and our company feels really blessed because the success of the brand is allowing us to do things we couldn't do otherwise."