Product Update
Is Bobo Buddies Still in Business? (2026 Update)
Is Bobo Buddies from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Bobo Buddies today.
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Bobo Buddies is one of the better known Dragons' Den walk-away stories. Founder James Roupell had two Dragons ready to invest on the spot, said no thank you anyway, and built a genuinely large children's products business on his own terms.
The Short Answer
Yes, Bobo Buddies is still in business. The brand's own website is live and selling direct, and its 4-in-1 backpack, blanket, pillow and cuddly toy combo continues to show up through a wide range of UK retailers, from supermarkets to specialist baby shops.
The Pitch
Roupell pitched in series 11, episode 12, in the Home & Lifestyle category, with a genuinely clever product: a soft animal-shaped backpack that unfolds into a travel blanket and pillow, aimed at parents trying to keep young children comfortable on long journeys.
He asked for £50,000 in exchange for 40 percent of the business, valuing the company at roughly £125,000. By most accounts it was one of the more enthusiastically received pitches of its series, with more than one Dragon keen to get involved.
The Deal, and the Walk-Away
Two Dragons, reported to be Peter Jones and Deborah Meaden, offered to invest, and Roupell said yes on camera. After filming, though, he walked away from the money entirely, choosing to keep full control of the business rather than bring in outside investors.
That is a genuinely bold call for a first-time consumer products founder to make, turning down interest from two Dragons who both wanted in. It only looks like the right decision in hindsight because of what came next.
What Happened After Filming
Without a Dragon on the cap table, Roupell grew Bobo Buddies into what has been described as a multi-million pound business, built on a product that travels well by word of mouth and gift-buying alike. The brand has since diversified its retail presence, moving through third-party retailers including supermarkets, gift shops and marketplaces rather than depending solely on its own storefront.
That shift toward wholesale and marketplace listings, alongside its own direct site, is a sensible way for a physical product brand to keep overheads manageable while staying available to the widest possible range of buyers.
Where Things Stand Now
To summarise: Bobo Buddies asked for £50,000 for 40 percent in series 11, was offered the deal on air by two Dragons, and the founder declined it after filming.
The business is still trading today, still selling its signature backpack and blanket combo, and still doing it without a Dragon's name on the shareholder register. Few pitches make that particular version of independence look as good as this one does.
Why the Product Travels So Well
A soft, huggable animal design that doubles as practical travel kit is exactly the kind of product that spreads through gifting and word of mouth without much paid marketing behind it. Parents buying for their own children tend to also buy the same thing as a present for someone else's, which is a genuinely powerful, low-cost growth channel for a children's product brand.
That gifting angle likely explains why Bobo Buddies has been able to lean on third-party retailers rather than needing to run its own storefront at full scale. A product people actively seek out as a present does not need the same level of direct marketing spend that a less distinctive item would.
Common Questions
Did Bobo Buddies get investment on Dragons' Den? Two Dragons, reported to be Peter Jones and Deborah Meaden, offered the full £50,000 ask for 40 percent, but founder James Roupell declined it after filming.
Is Bobo Buddies still trading today? Yes, the brand's own website is active and its products continue to appear through a range of UK retailers.
What does Bobo Buddies actually sell? A 4-in-1 children's travel companion that works as a soft toy, backpack, blanket and pillow.
Where can you buy Bobo Buddies now? Through the brand's own website and through a range of UK retailers, including supermarkets, gift shops and baby and nursery specialists.
Where to buy Bobo Buddies
Still selling as of 1 May 2026. Check today's price and availability.
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See the full Bobo Buddies deal breakdown and term sheet →
