Hasta La Creative!

When Playtex set out to reinvent the sippy cup, it learned small things in life can make big differences.

The cups placate cranky toddlers in restaurants and are part of the social glue of the play group. When they’re poorly designed or hastily reassembled, spills and other bad things happen. And while sippy cups may be one of the more important purchases parents make from a quality-of-toddler-life standpoint, they seem too inconsequential for parents to bother researching online before buying.

Hence, when 4sight, the design firm behind the makeover, began its deep dive into sippy-cup anthropology, one of the “ah ha” moments was when moms would open up a drawer that was really a window into their secret shame.

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