The patented non-drip valve invented by Mandy Haberman eliminates spillage in toddler training cups, even when they are shaken or turned upside down. Our brief was to provide differentiation for her design in a market sector crowded with lookalike cups that performed less well.

Our solution was to create a cup with clean, contemporary styling in translucent plastic – it produced a massive growth in sales. The re-designed cup increased sales by 8000% and captured 40% of the market share within two years of its launch. Sales to date exceed 12 million units.

We also worked with Mandy on a tumbler and a tots cup as well as a plate, bowl and child-safe cutlery.

The Anywayup cup has won numerous design and innovation awards, including two Design Effectiveness Awards, and was chosen as a Millennium Product in 2000.