Season Recap

Dragons’ Den Season 10 Recap: Every Deal Worth Knowing

Season 10 by the numbers: 100 pitches, 21 deals, the biggest checks, and the products that are still selling.

Dragons' Den IndexUpdated 22 November 20256 min read

Season 10 aired across 2012–2012 and brought 100 businesses into the Den. By the time it wrapped, the dragons had made 21 deals and committed £570K on air. It is a clean snapshot of where the show, and the companies pitching it, stood that year.

The season's deal rate landed at 21%. That is up from 20% the season before, so the dragons were in a buying mood. Deal rates have climbed over the life of the show as the format matured and founders showed up better prepared, and Season 10 is one point on that line.

The defining deal of the season was Intern Avenue, which secured £100,000 for 40% from Peter Jones. Every season has a pitch or two the dragons fight over, and the size of that top check is usually a fair proxy for how strong the season's crop of companies was.

By category, Season 10 leaned toward other, kids & education and tech & software, the three areas that sent the most founders into the Den that year. The mix shifts season to season and usually tracks whatever was hot in consumer products at the time, which makes each season a small time capsule of where founders were putting their energy.

The real measure of a season is what survives, and this one produced businesses that are still around. 79 Season 10 products are still actively selling today, several of them on Amazon, and they are highlighted below. Those survivors matter more than the on-air theatrics. They are the companies that were still standing years later.

Below you will find the season's biggest deals ranked by check size, plus the products from Season 10 you can still buy. For the full episode-by-episode breakdown of all 100 pitches, head to the season page. Figures reflect the deals as aired.