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Profile |
Haberman Associates (formerly Haberman Feeders) was established in 1984, for the commercial development of Mandy Haberman's first invention, - a feeder for babies with sucking problems. The company was conceived following the failure of commercial organisations to have the foresight and vision to develop the products and concepts of Haberman Associates that have subsequently been established as world-wide brand leaders.
Haberman Associates' success is in part, attributable to the development of business partnerships; employing the help of talented sub-contractors and consultants with creative flair whom shared Mandy's vision to bring innovative products to the market place.
In 1995, a small Cardiff-based company, V&A Marketing Limited, were enlisted as marketing and sales agents for Mandy's latest invention, the Anywayup (2) Cup, a totally leak-proof trainer cup that uses a slit valve to control the flow of liquid through the spout. Invented in 1990, the design was patented in 1992 with additional patents filed and granted overseas. The success of the product was such that within three years Haberman granted V&A a manufacturing license and they set up a dedicated factory to manage the rapidly growing production requirement. The factory employed 70 people on the project and was awarded the title "Fastest Growing Company in Wales" in 1999.
Following the success of the Anywayup Cup, further licensing agreements were made including one with MAPA, a major distributor who re-branded the cup for the European market and beyond as the NUK Magic Cup, and one with The First Years Inc, under the Tumble Mates label in the USA. Since this time Haberman Associates has continued to flourish. Other partnerships have been developed with Athrodax Healthcare Limited, top design consultants Conran and Partners Ltd. and London Associates.
It has been Mandy Haberman's experiences of patent infringement that have resulted in the inventor's most powerful relationships, those with the company's legal and intellectual property advisors. They were pivotal in the favourable outcome of case number CH1998 H No. 4568 Anywayup Cup UK Patent GB No. 2266045 - Haberman Associates versus Jackel International Limited. The successful outcome of this trial has been hailed a milestone in the design world and set a legal precedent in that the judges decision focused on the commercial success of the invention
Today, the company's objectives remain as they were in 1984, - to identify the needs and wants in the market place and to respond to them, by developing innovative and beautifully designed products to improve the quality of life.
The company's founder Mandy Haberman is personally involved in the development of every new product but as she says herself: "With all new products, I seek out the right people for the project and therefore my network constantly expands and evolves. I put high value on respect, trust and loyalty and this approach brings its own rewards."
An inventor's mind never rests and the company has a number of new initiatives in the pipeline. Its current product portfolio comprises:
- The Haberman Feeder
- Anywayup Cups - Beaker
- Tot's Cup
- Smiley Cup
- Toddler tops
- The Anyware range and the Stuff" Box.
The Anywayup Cup has won a number of awards the most notable of which include:
- The Tommy Award for the Most Parent Friendly Innovative Product (1999 & 2000).
- Best Product Design (Consumer) at the UK's Design Industry Awards 2000 (sponsored by Nokia)
The overall 3M award for Innovation at the Design Effectiveness Awards 2000 Mandy - Haberman was named British Female Inventor of the Year 2000.
(1)Haberman and Haberman Feeder are registered trade marks
(2)Anywayup is a registered trade mark.
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