Moms used only a small fraction of those sippy-cup parts. Dads,
according to the moms, knew even less about them or how to assemble
them properly, Mr. Leslie said. And the moms said the surplus parts
were a result of bad purchase decisions combined with reluctance to
"Moms told us that they find the aisle difficult to shop, filled
with many cup options offering a plethora of different colors,
sizes, shapes, drinking features and benefits that don't provide
clues as to why or when each should be used," said Nick Senter,
associate business-global infant-care marketing at Playtex owner
The stakes are high. Playtex recently ceded leadership in the
$687 million infant nursing/feeding accessories segment to
Munchkin, when its sales slid 10% to $92.5 million for the 52 weeks
ended Jan. 26, according to IRI.
While some moms wanted cups organized by the types of liquid
they hold, 4sight qualitative research and Playtex quantitative
research with simulated shopping experiences showed more moms
wanted them organized by "usage occasion." The four identified,
which became names of the product lineup prominently highlighted on
TrainingTime, contoured for little hands with removable handles for
when little ones advance.
AnyTime, designed to promote independent drinking skills, be
spill proof and easy to hold, and help foster transition to regular
PlayTime, a double-walled cup designed for easy manufacturing
with a wide variety of licensed characters, which helps prevent
accidental sharing in play groups.
TravelTime, tall, easy to grasp and meant to look like adult
Various lid options with and without spouts are available and
completely interchangeable to minimize the waste of the sippy-cup
Playtex also has replaced the frequently leaky screw cap with
what it says is a leak-proof Twist n' Click "bayonet style"
connection that goes together the way lenses go on cameras (or
bayonets go on guns). The toddler of the 21st century will be well
armed to face the future of liquid refreshment.