Best Dragons Den Kids and Family Products
Kids and Family is one of the tougher categories in our records, with only 37 deals out of 82 pitches, a 45.1% deal rate. That puts it below the halfway mark, though the category has still produced some of the show's most enduring products.
This list covers the pitches that landed deals, the ones that famously did not, and what happened to a few of them afterward.
Magic Whiteboard
Neil and Laura Westwood asked for £100,000 for 15% of their reusable whiteboard sheets in season 6, and ended up giving away 40%, split evenly between Theo Paphitis and Deborah Meaden.
Doubling the equity from what was originally proposed made this one of the more expensive deals, in equity terms, that the category has produced.
Nana's Manners
Catherine and Chris Baldrey-Chourio's children's cutlery brand asked for £50,000 for 20% in season 15 and agreed a deal of £50,000 for 30% with Touker Suleyman.
It is still selling today through a specialist children's retailer, one of the few Kids and Family pitches on this list we can independently verify is trading.
Trunki
Rob Law's ride on suitcase pitch in season 3 asked for £100,000 for 10%, saw its demo strap broken on air by Theo Paphitis, and ended with Law rejecting a counter offer of £100,000 for 50% as too much equity.
It is the category's best known no deal story, with Trunki going on to sell more than four million suitcases worldwide before Law sold the brand for more than £12 million.
Yogabugs
Fenella Lindsell and Lara Goodbody were offered £250,000 for 30% of their children's yoga brand in season 3 by Peter Jones, Richard Farleigh and Theo Paphitis, but turned it down.
Three Dragons agreeing to back a pitch and still not closing the deal shows how often the negotiation itself is the real obstacle, not investor appetite.
Shampooheads
Geoff and Collette Bell's children's haircare brand secured a deal in season 10, but our records show the company has since closed.
It is one of several Kids and Family pitches on this list where a successful pitch did not translate into a lasting business.
Karuma Innovations
Ashley Sayed's Karuma Innovations asked for £150,000 in season 10, one of the larger six figure asks in the category, and secured a deal, though our records show the company has since closed.
It is a reminder that even a big, successful ask on air does not always translate into staying power years later.
The Present Club
Georgette Hewitt's The Present Club secured a deal in season 9, but our records show the company has since closed.
Along with Shampooheads and Karuma Innovations, it makes up a cluster of Kids and Family deals from the category that did not last.