Cupkin
Cupkin is a bootstrapped, family-founded consumer products company selling 60+ themed sticker books and double-wall stainless steel kids cups (8oz/12oz/20oz) to parents of young children via Shopify DTC, Amazon, and wholesale, with a $24.99/month Sticker Book Club subscription.
- Company typePrivate
- Founded2017
- HeadquartersRiverside, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Cupkin does
Cupkin (legally Soojimus LLC) is a privately held, family-founded consumer products company based in Scottsdale, Arizona, with warehouse operations in Bennett, Colorado and a returns processing center in Riverside, California. Founded in August 2017 by Max and Soo Jin after they could not find suitable plastic-alternative drinkware for their children, the company launched its first product — double-wall stainless steel insulated kids cups in original hand-drawn designs — on Amazon in August 2019 after two years and 14 prototype iterations. The product portfolio centers on two core lines: 60+ themed sticker books with side-by-side spiral-bound layouts combining stickers and coloring pages, and insulated kids cups offered in 8oz, 12oz, and 20oz sizes with proprietary color formulations and speech-development-appropriate straw lids. Complementary SKUs include a Kids Bandages Set, Waterproof Stickers, and the Sticker Book Club subscription delivering two curated books per month at $24.99.
Cupkin monetizes through three primary channels: direct-to-consumer e-commerce on a Shopify storefront (with volume discounts of 5-12%, free shipping over $35, and a first-time-customer $20 coupon), the Amazon marketplace (its original sales channel and a best-selling kids cup position with 10,000+ five-star reviews), and a wholesale program offering a 25% discount with a $250 opening order minimum to toy stores, bookstores, gift shops, boutiques, museums, and schools. The company has delivered over one million products to families worldwide, holds FSC and CPSC certifications, and is bootstrapped with approximately $300,000 of founders' personal capital — no external institutional funding has been disclosed. In 2021, Cupkin acquired the Kyreen diaper bag brand to extend into on-the-go and wet-bag products, and an advisory relationship with the Hydro Flask founder informed its stainless steel manufacturing approach.
Cupkin firmographics
Firmographics- Name
- Cupkin
- Legal name
- Soojimus LLC
- Website
- https://cupkin.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Cupkin is a bootstrapped, family-founded consumer products company selling 60+ themed sticker books and double-wall stainless steel kids cups (8oz/12oz/20oz) to parents of young children via Shopify DTC, Amazon, and wholesale, with a $24.99/month Sticker Book Club subscription.
- Ownership category
- akta.pro rank
Cupkin industry classification
Industry- Product category
- Children's Consumer Products
- NAICS
- Hobby, Toy, and Game Retailers (45912)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)
- akta.pro primary industry
- Dolls, Plush & Action Figures Retail (CRALAFAD)
- akta.pro secondary industry
- Stationery, Gifts & Greeting Value Stores (CRAEAGAI)
Keywords
Where Cupkin is headquartered
LocationHeadquarters
- HQ city
- Riverside
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Cupkin business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: DTC sales through Shopify-powered cupkin.com website. Customers purchase individual products or bundles with volume discounts (5-12% off for multiple items).
- Marketplace Sales: Sales through Amazon marketplace. Original first sales channel before expanding to DTC.
- Subscription (Sticker Book Club): $24.99/month subscription delivering 2 curated sticker books per month. Includes free shipping, pause/cancel anytime, and $20 store credit in Month 2. Land-and-expand through recurring engagement.
- Wholesale Distribution: B2B sales to retailers (toy stores, bookstores, gift shops, boutiques, museums, schools) at 25% wholesale discount with $250 minimum opening order.
- Kids Cups (Hardware): Reusable insulated stainless steel cups in 8oz, 12oz, and 20oz sizes. Sold as sets of 2. Premium pricing with lifetime coverage.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Individual sticker books - single purchase |
| Subscription | Monthly | Sticker Book Club subscription |
| Unit Pricing | Pay-as-you-go | Kids cups - 8oz and 12oz |
| Unit Pricing | Pay-as-you-go | Kids cups - 20oz tumbler |
| Unit Pricing | Pay-as-you-go | Kids Bandages Set |
| Unit Pricing | Pay-as-you-go | Waterproof Stickers |
| Unit Pricing | Pay-as-you-go | ABC Mosaic Sticker Book |
| One time/ perpetual license | Multi-year contract | Wholesale pricing for retailers |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Cupkin product offering
Product offeringCore offering
Cupkin designs, manufactures, and sells themed children's consumer products including 60+ sticker activity books, insulated stainless steel drinkware in 8oz/12oz/20oz sizes, character-themed adhesive bandages, waterproof vinyl stickers, and themed bundles. Products are sold directly to families through a Shopify storefront and Amazon, and to retailers through a wholesale program covering 200+ accounts.
Product overview
Cupkin is a family-founded consumer products company (operated by Soojimus LLC) offering two core product lines: premium sticker books for kids and insulated drinkware. The sticker book portfolio comprises over 60+ themed activity books featuring hand-drawn stickers, coloring pages, and imaginative spiral-bound layouts designed for independent play. The product lineup includes themed books (Animal Habitats, A Magical World, All Around Town, Cars Trucks Planes, Princesses, Spooky Halloween, Mermaids, Dinosaurs, Fairies, Land of Cats, Squishy Penguins), educational books (ABC Mosaic, Let's Go To School), plus accessories (Kids Bandages, Waterproof Stickers). The drinkware line features 8oz, 12oz, and 20oz double-wall stainless steel insulated cups with lids and straws in original hand-drawn designs. The company also operates a Sticker Book Club subscription (2 books/month) and B2B wholesale program. Products are sold direct-to-consumer via their Shopify store and Amazon, with global distribution. Company is based in Scottsdale, AZ and ships to customers worldwide.
Differentiator
Problem solved
Functional benefit
Brands
- Sticker Book Club: Subscription service delivering 2 curated sticker books per month to subscribers.
- Kyreen
Products and services
- Cupkin Sticker Activity Books
Quantifiable outcome
- 1,000,000+ products delivered to families
- +4 more outcomes
Companies that use Cupkin
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles1 record
Cupkin technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Cupkin partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- MaerskminorShipping and logistics partnership with Maersk for container shipping. During the pandemic when shipping container prices rose from $2,000 to over $25,000, Cupkin developed a relationship with Maersk, securing containers at approximately $9,000 compared to market rates of $21,000+.
- KyreenminorAcquired diaper bag brand. Primary rationale was to expand into wet bags and develop on-the-go products. Kyreen products target families who travel. Part of post-COVID product development strategy.
- International Artists NetworkcoreNetwork of 4+ artists from around the world creating original hand-drawn artwork for sticker books. Started with a Swiss designer (Helen) with large Instagram following. Expanded to 10+ new artists. Each sticker book features unique artistic style.
- Hydro Flask Founder (advisory)minorSerendipitous connection through friend who worked with Hydro Flask founder. Received master class in stainless steel cups and manufacturing best practices. Guidance on US manufacturing (confirmed no US manufacturers for stainless steel cups exist).
- Content Creator PartnerscoreInfluencer and content creator partnership program targeting parents with strong social media engagement. Custom landing pages for partners. Looking for long-term relationships over one-off promotions. Partners include content creators, lifestyle photographers, and video creators.
- Wholesale Retail PartnerscoreWholesale partnerships with toy stores, bookstores, gift shops, boutiques, museums, and schools. 25% wholesale discount with $250 opening order minimum. 63 wholesale-ready sticker books available. Focus on kid-focused retailers seeking screen-free activity products.
Scale indicators4 records
Recent moves9 records
Expansion highlights6 records
Cupkin competitors and assessment
Company assessmentDirect peers
- Bentgo: Kids-focused meal and drinkware brand selling lunch boxes, water bottles, and accessories through DTC and retail. Directly comparable to Cupkin in target customer (parents of young children), category (kids drinkware), and channel mix.
- Workman Publishing (Paint by Sticker): Independent publisher behind the Paint by Sticker and similar activity book franchises. Directly comparable to Cupkin's sticker activity book business with overlapping retail distribution and parent buyer.
- Melissa & Doug: Established children's toy and activity brand selling wooden toys, puzzles, and craft kits through major retailers and DTC. Closely comparable to Cupkin's screen-free kids activity products and similar wholesale-to-retail GTM motion.
- eeBoo: Independent maker of art-based children's games, puzzles, and activity products featuring original artwork. Highly comparable to Cupkin's original-artwork sticker book line with overlapping wholesale channel to toy stores and gift shops.
- KiwiCo: Subscription-based kids activity and STEAM product company with monthly boxes. Directly comparable to Cupkin's Sticker Book Club subscription model and screen-free positioning for parents of young children.
- Lovevery: Subscription-based developmental toy company targeting the same ages 0-5 segment with a screen-free, parent-focused premium brand. Comparable positioning and DTC-led GTM to Cupkin's sticker book and kids cup lines.
- Usborne Books: Children's book publisher with extensive sticker, activity, and educational book lines sold via consultant networks and direct retail. Directly comparable to Cupkin's 60+ themed sticker and activity book catalog serving the same parent buyer.
Broad incumbents
- Yeti: Premium outdoor and drinkware brand with broad insulated bottle and tumbler portfolio. Comparable in product category and premium pricing positioning to Cupkin's cup line, but at much larger scale and broader audience.
- Crayola: Iconic children's art and creative supplies brand with global retail presence. Comparable to Cupkin's creative activity product line, though Crayola operates at massive scale across coloring, drawing, and craft categories.
- Hydro Flask: Market-leading insulated stainless steel drinkware brand. Comparable to Cupkin's double-wall insulated kids cup category, though Hydro Flask serves a broader age range and much larger market with significantly greater distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Cupkin social profiles
Digital presenceCupkin compliance and trust
Trust signalCompliance2 records
Cupkin financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cupkin leadership team
Management profileNumber of profiles
Profiles2 records
Cupkin subsidiaries and ownership
Company hierarchySubsidiaries1 record
Cupkin funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cupkin M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cupkin
What does Cupkin do?
Cupkin designs, manufactures, and sells themed children's consumer products including 60+ sticker activity books, insulated stainless steel drinkware in 8oz/12oz/20oz sizes, character-themed adhesive bandages, waterproof vinyl stickers, and themed bundles. Products are sold directly to families through a Shopify storefront and Amazon, and to retailers through a wholesale program covering 200+ accounts.
Is Cupkin a public or private company?
Cupkin is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Cupkin founded?
Cupkin was founded in 2017. It employs 1 to 10 people.
Where is Cupkin based?
Cupkin is headquartered in Riverside, United States, in the North America region.
How does Cupkin make money?
Five revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are marketplace Sales, subscription (Sticker Book Club), wholesale Distribution and kids Cups (Hardware).
Who are Cupkin's main competitors?
Direct peers on record are Bentgo, Workman Publishing (Paint by Sticker), Melissa & Doug, eeBoo, KiwiCo, Lovevery and Usborne Books. Broad incumbents are Yeti, Crayola and Hydro Flask.
Does Cupkin have an API?
No public API is recorded for Cupkin.
What industry is Cupkin in?
Cupkin's product category is Children's Consumer Products. Its primary akta.pro industry code is CRALAFAD, Dolls, Plush & Action Figures Retail, with a secondary code of CRAEAGAI, Stationery, Gifts & Greeting Value Stores. Its NAICS code is 45912 and its SIC code is 3944.