Stanley Made Reusable Cups Huge. Now It Has to Make Them Greener

When Holli, a 33-year-old mother of six, started collecting Stanley cups in 2019, she was part of a small but dedicated fan club. The company would occasionally release new colors, and Holli joined Facebook groups to trade cups with fellow enthusiasts. At one point, her Arizona home contained more than 200 Stanleys, a collection that earned her millions of views on TikTok.

Fast forward four years and Holli’s Stanley interest is starting to ebb. Limited releases, once sporadic enough to be exciting, are increasingly common. The Facebook groups are bursting with members, and the resale market is more and more ...