With all the high-end children's stuff being sold, why not a line of premium toiletries? Kids William & Clarissa is launching 16 products -- soaps, shampoos, sunblocks -- on the mass market. The Laguna Hills, Calif., company has $5 million from a public offering and top execs from VLI (original makers of the Today Sponge), Neutrogena, and Vidal Sassoon.

-- Leslie Brokaw