But these little darlings don’t come with instruction booklets, so it is hard to know if Auntie is messing things up or going along just fine. The child smiles and squeals with delight when she sees me, but that could just mean I am way too permissive.

In search of some insight, I headed to the Internet again and found a site I thought I would share.

It is called Savvy Auntie, and it gives everything from gift ideas broken down by age, price and child’s personality to activities to use to keep the little dolls entertained.

Melanie Notkin, currently CEO of SavvyAuntie, is a former interactive marketing and communications executive for global Fortune 500 companies, including New York Times Digital, American Express and L’Oréal. She’s the very example of what an “It Girl” is all about!

Cited for having “made a niche for herself in developing social media for the millions of women who don’t have their own children, but who have important kids in their lives,” Notkin’s role as a ‘tastemaker’ and forecasting trends is also spotlighted.

Melanie features some of the Savvy Auntie Coolest Toy Award Winners on WNBC Weekend Today in New York.

Melanie shares her secrets for success in building a niche community like Savvy Auntie.

Melanie Notkin helps welcome Mom's new baby to the family.

In 60 seconds Melanie shares why Savvy Auntie is so important.