Is Contentand Calm Still in Business? (2026 Update)
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Look for Contentand Calm on AmazonFull story →Solvej Biddle pitched Content and Calm, the TrayKit, a child's backpack that doubles as a fold-out play surface for cars, trains and planes, wanting £80,000 in return for a 23 percent stake, and reached a deal with Peter Jones and Deborah Meaden.
The company is still trading, and the range has grown rather than shrunk.
A Problem Every Travelling Parent Recognises
Biddle developed the idea after her own trips with two young children, watching toys slide onto the floor of a moving vehicle at exactly the wrong moment. The TrayKit doubles as a carry bag and a play tray that hooks onto a train or plane table, hangs from a car seat, or rests flat on a lap.
A deal was reached in the studio for the amount asked, with Peter Jones and Deborah Meaden both on board.
A Range That Kept Expanding
The core product still comes in its original colour options, and the company has since added coordinated keyrings and travel accessories under a broader collection name, evidence of a business actively developing its lineup rather than resting on one item.
Children's travel gear is a crowded, thin-margin category, and a genuinely multi-purpose product, plus a founder willing to keep expanding it, appears to be what has kept this one ahead of copycats.
Where To Buy It
Orders go straight through the maker's own online shop, and the underlying problem it solves, small children, long journeys, and tables too small for their toys, has not gone anywhere.
This one is a straightforward yes, and the current lineup runs well beyond what was pitched in the studio.