{"id":1500,"date":"2024-08-08T10:09:44","date_gmt":"2024-08-08T10:09:44","guid":{"rendered":"https:\/\/kiindred.co\/product\/?post_type=articles&p=1500"},"modified":"2024-11-29T14:34:22","modified_gmt":"2024-11-29T14:34:22","slug":"behind-the-brand-eleanor-cullen-on-we-might-be-tinys-giant-rise-to-success","status":"publish","type":"articles","link":"https:\/\/kiindred.co\/product\/feeding\/behind-the-brand-eleanor-cullen-on-we-might-be-tinys-giant-rise-to-success\/","title":{"rendered":"Behind the brand: Eleanor Cullen on We Might Be Tiny\u2019s giant rise to success"},"content":{"rendered":"

Starting the solids journey<\/a>\u00a0with your little one is an exciting milestone. But hands up if you\u2019ve ever felt a surging sense of overwhelm?\u00a0Knowing what products you do and don\u2019t need<\/a>\u00a0as you embark on this next chapter can be super confusing. From spoons to forks, plates, cups, bibs, and bowls \u2014 it can feel like we have all the gear and no idea. Not to mention all the ineffective feeding paraphernalia we drop a small fortune on that don\u2019t even work.<\/p>\n","protected":false},"featured_media":1501,"parent":0,"template":"","brand-taxonomy":[154],"product-taxonomy":[148],"class_list":["post-1500","articles","type-articles","status-publish","has-post-thumbnail","hentry","brand-taxonomy-we-might-be-tiny","product-taxonomy-feeding"],"acf":{"show_floating_header":"No","main_page_content":[{"acf_fc_layout":"without_sidebar_layout","section_content_here":"

As\u00a0parents<\/a>, we want good quality products that have the longevity to see us through our first child\u2019s solids journey and our second (and our third!), while being good for the environment and aesthetically pleasing.<\/p>\n

It\u2019s a struggle that was all too familiar for mother-of-two Eleanor Cullen. So seven years ago, she did something about it and launched\u00a0We Might Be Tiny<\/a>\u00a0\u2014\u00a0sustainable<\/a>\u00a0kids\u2019 silicone tableware designed with style, and with your child\u2019s needs\u00a0and\u00a0<\/em>the environment top of mind. Fast-forward to 2022 and We Might Be Tiny is a household staple in 40+ countries around the world and has over 30 products under its belt. Not so tiny after all!<\/p>\n

\u201cI think what sets us apart is our unique designs. There are a lot of generic silicone products in the market, but we\u2019ve prioritised quality and beautiful design \u2014 and our customers notice this as soon as they pick them up,\u201d founder, designer, and head producer tester Eleanor explains as to why\u00a0We Might Be Tiny<\/a>\u00a0has managed to not only cut through in the market, but also become the leader in all things silicone tableware.<\/p>\n

\u201cThey are soft-to-touch but also have a bit of weight to them, which makes them sturdy and durable,\u201d Eleanor notes.<\/p>\n

Another win? They\u00a0actually\u00a0<\/em>stick to the table or highchair, so your bub can go to town on their meal without it being tipped over.<\/p>\n

We caught up with Eleanor, who is based in the Dandenong Ranges near Melbourne, to chat about her innovative line of products, the superstar members of her team, and the biggest lessons she\u2019s learnt along the way.<\/p>\n","select_product_all_section":"","add_quote_content_section":"","add_jw_video_shortcode_here":"","turn_off_sign_up_section":true,"turn_off_parent_with_confidence_section":true,"turn_off_review_section":true,"turn_off_hey_parents_section":true,"turn_off_third_left_banner_section":true,"turn_off_products_you_love_section":true,"turn_off_win_game_section":true,"turn_off_win_a_gift_voucher_section":true,"hide_and_show_button":"A"},{"acf_fc_layout":"first_layout","section_title_here":"What were you doing before you started We Might Be Tiny and how did the idea for the business come about?","section_sidebar_title_here":"","section_content_here":"

Before launching We Might Be Tiny, I had been working in corporate as a digital and user experience design manager (usability testing, information architecture, web and mobile design, etc). I really loved my job but once I had children, I knew the three-hour round trip commute was going to become an issue!<\/p>\n

The idea for the business came about when I was on\u00a0maternity leave<\/a>\u00a0with my first baby. I was craving something creative and saw a gap in the market for beautiful, functional tableware as I was embarking on my baby feeding journey with my son. I spent nights designing and planning out how I\u2019d launch the business.<\/p>\n

I continued working in my corporate role for another three years, including another year of maternity leave when I had my daughter, while WMBT was my side hustle. Finally, in 2018, I had grown the business to a point that I was able to resign \u2014 it was such a nerve-racking decision at the time, but I haven\u2019t looked back.<\/p>\n","select_product_all_section":"","add_quote_content_section":"","add_jw_video_shortcode_here":"","add_instagram_embed_code":"","add_pinterest_embed_code":"","add_youtube_embed_code":"","turn_off_sign_up_section":true,"turn_off_parent_with_confidence_section":true,"turn_off_review_section":true,"turn_off_hey_parents_section":true,"turn_off_third_left_banner_section":true,"turn_off_products_you_love_section":true,"turn_off_win_game_section":true,"turn_off_win_a_gift_voucher_section":true,"hide_and_show_button":"A"},{"acf_fc_layout":"first_layout","section_title_here":"What was the timeline and process like from ideation to actually holding your first WMBT product in your hand?","section_sidebar_title_here":"","section_content_here":"

My first products were the Bunny and\u00a0Bear Placies<\/a>, which took about two months from concept design through to receiving my first samples, and then another two months once I had the product ready for sale. In between that time, I was prototyping with paper versions to check the size and functionality, picking Pantone colours, and refining the design and packaging.<\/p>\n

<\/h2>\n","select_product_all_section":"","add_quote_content_section":"","add_jw_video_shortcode_here":"","add_instagram_embed_code":"","add_pinterest_embed_code":"","add_youtube_embed_code":"","turn_off_sign_up_section":true,"turn_off_parent_with_confidence_section":true,"turn_off_review_section":true,"turn_off_hey_parents_section":true,"turn_off_third_left_banner_section":true,"turn_off_products_you_love_section":true,"turn_off_win_game_section":true,"turn_off_win_a_gift_voucher_section":true,"hide_and_show_button":"A"},{"acf_fc_layout":"first_layout","section_title_here":"Being kind to the planet and using non-toxic materials with no nasties is at the forefront of your business\u2019 purpose. How important is this to you and how do you carry this out?","section_sidebar_title_here":"","section_content_here":"

I think it\u2019s essential that businesses\u00a0\u2018do good\u2019 for the planet<\/a>. We\u2019re not perfect, but we are always striving for ways to improve. We choose silicone as it\u2019s such an amazing material that is not only food-safe and BPA-free but also makes life so much easier for busy parents by being microwaveable, freezable, and oven-safe too. We have all of our products independently tested to Australian and European standards.<\/p>\n

Silicone is such a durable material. It means our products will last throughout your\u00a0child\u2019s whole feeding journey<\/a>. And when it does come the time to retire your products, they can be sent to a recycling facility and broken down for a second lease on life. We\u2019ve also recently phased out any plastics from our packagings such as PVC or plastic tabs.<\/p>\n","select_product_all_section":"","add_quote_content_section":"","add_jw_video_shortcode_here":"","add_instagram_embed_code":"","add_pinterest_embed_code":"","add_youtube_embed_code":"","turn_off_sign_up_section":true,"turn_off_parent_with_confidence_section":true,"turn_off_review_section":true,"turn_off_hey_parents_section":true,"turn_off_third_left_banner_section":true,"turn_off_products_you_love_section":true,"turn_off_win_game_section":true,"turn_off_win_a_gift_voucher_section":true,"hide_and_show_button":"A"},{"acf_fc_layout":"first_layout","section_title_here":"How did you decide on the name and branding?","section_sidebar_title_here":"","section_content_here":"

The name We Might Be Tiny came about after watching kids\u2019 TV (as most parents can probably relate to!). They were advertising a new cartoon about a little tugboat and the voice-over said: \u201cHe might be tiny, but he\u2019s mighty!\u201d It really resonated with me that this might be just a\u00a0small business<\/a>\u00a0but we can still achieve amazing things.<\/p>\n

The original logo was a black and white with the bear, bunny, and cat characters on it that I designed myself while sitting on the couch one night after getting my son to bed. These shapes formed the original bear, bunny, and cat placemats that I had designed. I hadn\u2019t really thought that we\u2019d go on to make another 30+ products.<\/p>\n

So in August 2021, we re-branded with the logo you see today (which I am quietly in love with). It is so much better aligned with what we stand for and gives the brand room to grow beyond our initial characters.<\/p>\n","select_product_all_section":"","add_quote_content_section":"","add_jw_video_shortcode_here":"","add_instagram_embed_code":"","add_pinterest_embed_code":"","add_youtube_embed_code":"","turn_off_sign_up_section":true,"turn_off_parent_with_confidence_section":true,"turn_off_review_section":true,"turn_off_hey_parents_section":true,"turn_off_third_left_banner_section":true,"turn_off_products_you_love_section":true,"turn_off_win_game_section":true,"turn_off_win_a_gift_voucher_section":true,"hide_and_show_button":"A"},{"acf_fc_layout":"first_layout","section_title_here":"You also have a great initiative where customers can recycle their WMBT products. Can you tell us about that?","section_sidebar_title_here":"","section_content_here":"

Yes! We\u2019ve recently launched\u00a0The Mighty Silicone Salvage program<\/a>, where we take back any WMBT products that have reached their \u2018end of life\u2019 to be recycled (and customers can get a cheeky $10 voucher to spend in-store).<\/p>\n

We\u2019ll then send any silicone back to TerraCycle, where it will be processed down into raw materials ready to be reused instead of ending up in landfill. This means your favourite WMBT could pop up again on local sporting surfaces such as soccer fields.<\/p>\n","select_product_all_section":"","add_quote_content_section":"","add_jw_video_shortcode_here":"","add_instagram_embed_code":"","add_pinterest_embed_code":"","add_youtube_embed_code":"","turn_off_sign_up_section":true,"turn_off_parent_with_confidence_section":true,"turn_off_review_section":true,"turn_off_hey_parents_section":true,"turn_off_third_left_banner_section":true,"turn_off_products_you_love_section":true,"turn_off_win_game_section":true,"turn_off_win_a_gift_voucher_section":true,"hide_and_show_button":"A"},{"acf_fc_layout":"first_layout","section_title_here":"Starting solids can be such an overwhelming time for many parents. What are your go-to items from the range that make the process simple?","section_sidebar_title_here":"","section_content_here":"

Our most popular products are our\u00a0Stickie\u00ae range of plates<\/a>\u00a0and\u00a0bowls<\/a>. They suction down to the baby\u2019s high chair or table so you don\u2019t have to worry about flying dinnerware. Coupled with our super-soft Catchie Bibs and our Feedie cutlery set, these all make up the essentials for any newly-feeding babe.<\/p>\n

The plates and bowls are so adorable \u2014 they do all the work for you in making the\u00a0baby\u2019s food<\/a>\u00a0look amazing. You don\u2019t even need to be a whiz in the kitchen and you can still serve up an amazing-looking dish to your kids. Personally, that\u2019s what I love about our range.<\/p>\n","select_product_all_section":"","add_quote_content_section":"","add_jw_video_shortcode_here":"","add_instagram_embed_code":"","add_pinterest_embed_code":"","add_youtube_embed_code":"","turn_off_sign_up_section":true,"turn_off_parent_with_confidence_section":true,"turn_off_review_section":true,"turn_off_hey_parents_section":true,"turn_off_third_left_banner_section":true,"turn_off_products_you_love_section":true,"turn_off_win_game_section":true,"turn_off_win_a_gift_voucher_section":true,"hide_and_show_button":"A"},{"acf_fc_layout":"first_layout","section_title_here":"All of your products are made from silicone, why?","section_sidebar_title_here":"","section_content_here":"

Aside from being\u00a0eco-friendly,<\/a> it\u2019s just an amazing, versatile material. I love that you can heat food up in the microwave, plus throw them in the dishwasher (even the bottom rack). We only use the highest food-grade silicone throughout our whole range, including our new sensory teethers and toys that will be released very soon.<\/p>\n","select_product_all_section":"","add_quote_content_section":"","add_jw_video_shortcode_here":"","add_instagram_embed_code":"","add_pinterest_embed_code":"","add_youtube_embed_code":"","turn_off_sign_up_section":true,"turn_off_parent_with_confidence_section":true,"turn_off_review_section":true,"turn_off_hey_parents_section":true,"turn_off_third_left_banner_section":true,"turn_off_products_you_love_section":true,"turn_off_win_game_section":true,"turn_off_win_a_gift_voucher_section":true,"hide_and_show_button":"A"},{"acf_fc_layout":"first_layout","section_title_here":"Who are some of the superstar members of your team?","section_sidebar_title_here":"","section_content_here":"

I owe SO MUCH to my team, not to mention the amazing contractors that I work with. My first employee was my sister, Rachel, who joined the team as Marketing Director in February 2021. She\u2019s the one that creates all of our beautiful email campaigns and takes care of basically anything that needs to get done. She just moved over to the UK earlier this year, so it\u2019s been a bit lonely without her in my timezone, but we still chat every few days via video call.<\/p>\n

We also have our Virtual Assistant, Mona, who looks after all of our lovely customers. She\u2019s the one you\u2019ll chat with as the first point of contact via email, and she does so with a huge smile. And our superstar Social Media AND Community Manager, Nakiya takes care of everything social media, including recently launching a brand new VIP Facebook Group for WMBT.<\/p>\n

There\u2019s also my go-to product photographer who I\u2019ve been working with since the beginning of time, Rachel Winton, and my copywriter Nadine from Can Do! Content. She just has a way with words.<\/p>\n","select_product_all_section":"","add_quote_content_section":"","add_jw_video_shortcode_here":"","add_instagram_embed_code":"","add_pinterest_embed_code":"","add_youtube_embed_code":"","turn_off_sign_up_section":true,"turn_off_parent_with_confidence_section":true,"turn_off_review_section":true,"turn_off_hey_parents_section":true,"turn_off_third_left_banner_section":true,"turn_off_products_you_love_section":true,"turn_off_win_game_section":true,"turn_off_win_a_gift_voucher_section":true,"hide_and_show_button":"A"},{"acf_fc_layout":"first_layout","section_title_here":"The juggle struggle is something all parents relate to. How do you navigate launching your own business on top of your family life?","section_sidebar_title_here":"","section_content_here":"

It\u2019s an ongoing battle and I certainly haven\u2019t worked it out yet. In the early days, when I was\u00a0still working full-time<\/a>, I worked on the business every night once I got the kids to bed and stayed up until the wee hours of the morning.<\/p>\n

These days, I keep much better hours \u2014 generally only working during the day while the kids are in school and kinder, and a little at night. In reality, my life very much revolves around family and work, and I\u2019ve sacrificed my social life!<\/p>\n","select_product_all_section":"","add_quote_content_section":"","add_jw_video_shortcode_here":"","add_instagram_embed_code":"","add_pinterest_embed_code":"","add_youtube_embed_code":"","turn_off_sign_up_section":true,"turn_off_parent_with_confidence_section":true,"turn_off_review_section":true,"turn_off_hey_parents_section":true,"turn_off_third_left_banner_section":true,"turn_off_products_you_love_section":true,"turn_off_win_game_section":true,"turn_off_win_a_gift_voucher_section":true,"hide_and_show_button":"A"},{"acf_fc_layout":"first_layout","section_title_here":"What has been some of the most memorable customer feedback you\u2019ve received?","section_sidebar_title_here":"","section_content_here":"

I will never forget a customer from\u00a0Europe<\/a>\u00a0messaging me on Instagram to thank me for our Grip Cups. Her autistic son had sensory issues and found it really difficult to find cups that he was comfortable holding. Finally, she had found a cup that he loved! Honestly, it makes my heart sing to know products I\u2019ve designed can have such a meaningful impact on our customers\u2019 lives.<\/p>\n","select_product_all_section":"","add_quote_content_section":"","add_jw_video_shortcode_here":"","add_instagram_embed_code":"","add_pinterest_embed_code":"","add_youtube_embed_code":"","turn_off_sign_up_section":true,"turn_off_parent_with_confidence_section":true,"turn_off_review_section":true,"turn_off_hey_parents_section":true,"turn_off_third_left_banner_section":true,"turn_off_products_you_love_section":true,"turn_off_win_game_section":true,"turn_off_win_a_gift_voucher_section":true,"hide_and_show_button":"A"},{"acf_fc_layout":"first_layout","section_title_here":"What would your advice be to other women thinking of launching their own business?","section_sidebar_title_here":"","section_content_here":"

Go for it! But once you start, it\u2019s just about picking off one thing at a time and becoming comfortable with it. Another tip would be to know everything there is to know about that \u2018thing\u2019 \u2014 whether it be learning about pricing and manufacturers, or learning how to create an email campaign \u2014 just focus on one area and keep going until you\u2019ve got it ticking along. Then you can move on to the next thing.<\/p>\n

Running a business can be all-consuming and it feels like there\u2019s always so much to do, so I find getting through each task helps to feel like I\u2019ve achieved something \u2014 and then I can move on to the next.<\/p>\n","select_product_all_section":"","add_quote_content_section":"","add_jw_video_shortcode_here":"","add_instagram_embed_code":"","add_pinterest_embed_code":"","add_youtube_embed_code":"","turn_off_sign_up_section":true,"turn_off_parent_with_confidence_section":true,"turn_off_review_section":true,"turn_off_hey_parents_section":true,"turn_off_third_left_banner_section":true,"turn_off_products_you_love_section":true,"turn_off_win_game_section":true,"turn_off_win_a_gift_voucher_section":true,"hide_and_show_button":"A"},{"acf_fc_layout":"first_layout","section_title_here":"What do you love most about what you do?","section_sidebar_title_here":"","section_content_here":"

Ahhh there are so many things that I love. I often compare running a business to playing a game; there is a real sense of achievement from creating and then seeing what the results are. Even if it doesn\u2019t work out the way you want or expect \u2014 I love learning from my mistakes and trying again and again until I get the results I\u2019m looking for.<\/p>\n

Of course, there\u2019s also the flexibility. I get to choose when I work, what I work on, and where I work. I can be there for my kids at school drop-off and pick-up, plus go along to sports days or just take a day off.<\/p>\n","select_product_all_section":"","add_quote_content_section":"","add_jw_video_shortcode_here":"","add_instagram_embed_code":"","add_pinterest_embed_code":"","add_youtube_embed_code":"","turn_off_sign_up_section":true,"turn_off_parent_with_confidence_section":true,"turn_off_review_section":true,"turn_off_hey_parents_section":true,"turn_off_third_left_banner_section":true,"turn_off_products_you_love_section":true,"turn_off_win_game_section":true,"turn_off_win_a_gift_voucher_section":true,"hide_and_show_button":"A"},{"acf_fc_layout":"first_layout","section_title_here":"Biggest challenge?","section_sidebar_title_here":"","section_content_here":"

A constant challenge that I face is copycats. Someone had copied our Bear placemats before they were even released. It was absolutely shattering, but I had to just focus on what I was doing and continue in my own lane. I now make sure we register all of our designs but it doesn\u2019t stop some of the big factories from trying to copy and sell them to unknowing new business owners who don\u2019t realise it\u2019s a rip-off product. The battle is constant and exhausting.<\/p>\n","select_product_all_section":"","add_quote_content_section":"","add_jw_video_shortcode_here":"","add_instagram_embed_code":"","add_pinterest_embed_code":"","add_youtube_embed_code":"","turn_off_sign_up_section":true,"turn_off_parent_with_confidence_section":true,"turn_off_review_section":true,"turn_off_hey_parents_section":true,"turn_off_third_left_banner_section":true,"turn_off_products_you_love_section":true,"turn_off_win_game_section":true,"turn_off_win_a_gift_voucher_section":true,"hide_and_show_button":"A"},{"acf_fc_layout":"first_layout","section_title_here":"Biggest pinch-me moment?","section_sidebar_title_here":"","section_content_here":"

I continue to have pinch-me moments every week, every month. However, my most recent pinch-me moment was only a few weeks ago. It was when THE biggest name in the baby food industry called me to say she absolutely loves my brand and wants to collaborate on a product. We\u2019re still working on the finer details, but watch this space!<\/p>\n","select_product_all_section":"","add_quote_content_section":"","add_jw_video_shortcode_here":"","add_instagram_embed_code":"","add_pinterest_embed_code":"","add_youtube_embed_code":"","turn_off_sign_up_section":true,"turn_off_parent_with_confidence_section":true,"turn_off_review_section":true,"turn_off_hey_parents_section":true,"turn_off_third_left_banner_section":true,"turn_off_products_you_love_section":true,"turn_off_win_game_section":true,"turn_off_win_a_gift_voucher_section":true,"hide_and_show_button":"A"},{"acf_fc_layout":"first_layout","section_title_here":"You\u2019re seven years into this journey now. What\u2019s been the biggest lesson you\u2019ve learnt along the way and would you do anything differently?","section_sidebar_title_here":"","section_content_here":"

This might sound quite clich\u00e9d, but my biggest lesson has been to follow my gut. Of course, it\u2019s an educated gut instinct as I will always research and gather as much information as I can to make decisions. However, thinking about some of the big mistakes I\u2019ve made (some of them quite costly) have been because I\u2019d not followed my gut and instead listened to advice. That\u2019s not to say that you shouldn\u2019t listen to advice (you most certainly should!) \u2014 but at the end of the day, you know your business better than anyone.<\/p>\n","select_product_all_section":"","add_quote_content_section":"","add_jw_video_shortcode_here":"","add_instagram_embed_code":"","add_pinterest_embed_code":"","add_youtube_embed_code":"","turn_off_sign_up_section":true,"turn_off_parent_with_confidence_section":true,"turn_off_review_section":true,"turn_off_hey_parents_section":true,"turn_off_third_left_banner_section":true,"turn_off_products_you_love_section":true,"turn_off_win_game_section":true,"turn_off_win_a_gift_voucher_section":true,"hide_and_show_button":"A"},{"acf_fc_layout":"first_layout","section_title_here":"Where to next for We Might Be Tiny?","section_sidebar_title_here":"","section_content_here":"

\n

I really want to launch into the UK and Singapore and continue expanding into the USA, so keep an eye out. Other than world domination (jokes!), we have lots of new products that we\u2019re launching this year and the next, so there\u2019s lots of work ahead of us. I also can\u2019t wait to get back into face-to-face events, meet our customers, and get feedback.<\/p>\n<\/div>\n","select_product_all_section":"","add_quote_content_section":"","add_jw_video_shortcode_here":"","add_instagram_embed_code":"","add_pinterest_embed_code":"","add_youtube_embed_code":"","turn_off_sign_up_section":true,"turn_off_parent_with_confidence_section":true,"turn_off_review_section":true,"turn_off_hey_parents_section":true,"turn_off_third_left_banner_section":true,"turn_off_products_you_love_section":true,"turn_off_win_game_section":true,"turn_off_win_a_gift_voucher_section":true,"hide_and_show_button":"A"}],"add_quote_content":"","hide_and_show_button_for_quote":"A","select_single_post_here":"","hide_and_show_button_for_single_post":"A","select_two_post_here":"","hide_and_show_button_for_two_post":"A","select_top_pick_section_mobile":[{"add_content_here":"Top Pick Top Pick","select_post_here":false}],"social_section_content":false,"add_instagram_embed_code":"