SCA gets to grips with childrens cups

A new range of children’s feeding products developed by Sebastian Conran Associates is hitting the shelves this week after the success of previous tots and toddlers ranges.

V&A Marketing launched a trainer cup, created by graphic designer Mandy Haberman, in 1996. A year later the cup was re-released after SCA had been appointed to redesign it. The redesign saw 3.5 million toddler trainer cups sold in 1998, gaining almost a 50 per cent share of the UK market.

The new Anywayup Smiley Cup has also been designed by SCA. Haberman says: “The trainer cup was invented for children aged nine months plus. The Smiley cup is a new version of the same technology, but for the six months plus market.”

Developed in conjunction with the Health Education Authority to coincide with its dental health campaign, Smile, the cup is uniquely calibrated in accordance with dental health recommendations to allow drinks a 10 per cent syrup-to-water ratio.

“It features an anti-spill spout, easy screw-on lid with angled ergonomically designed grip handles, which allow the child to drink without tilting the head too far back, and a stability base,” says Sebastian Conran.

The Anyware Home & Away travel feeding set includes an integrated stability base, easy-to-grip handles and an air tight lid. There is also a saucer and cutlery with chunky handles and no sharp edges.

V&A Marketing hopes to extend its target market in the future, hitting the other end of the age spectrum. “We have done research into the geriatric market, creating something in a similar vein to the Smiley cup with easy grab handles,” says Haberman.

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