Product Update

Is Contentand Calm Still in Business? (2026 Update)

Is Contentand Calm from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Contentand Calm today.

Dragons' Den IndexUpdated 17 April 20266 min read

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Content and Calm pitched a simple, well-observed problem: kids' toys sliding onto the floor of a car, train or plane the moment you turn a corner or hit a bump. The fix was the TrayKit, a kid's backpack that doubles as a play tray. Years after the pitch, the brand is still around, and you can still buy the product.

The Short Answer

Content and Calm is still in business. The TrayKit is still sold direct through the brand's own website, and the product line has grown rather than shrunk, with a Traveller Collection of coordinated travel accessories added on top of the original backpack-tray design.

For a Series 8 pitch, that is a good outcome. Plenty of businesses from that era have quietly disappeared. This one is still shipping.

The Pitch

Founder Solvej Biddle came into Series 8, Episode 9 with a product born out of her own travel experience as a mum of two. Anyone who has driven anywhere with young children and a bag of small toys will recognise the problem immediately, everything ends up on the floor, out of reach, at the worst possible moment.

The TrayKit solves it by combining a carry-on backpack with a play tray that straps to a train or plane seat-back table, hangs from the seat in front in a car, or sits flat on a lap. The founders asked the Dragons for £80,000 in exchange for 23 percent of the business.

The founders' pitch leaned heavily on a real parenting problem rather than a novelty, which tends to be the kind of product that ages well, parents keep having the same problem year after year, regardless of what else changes in the market.

The Deal

The pitch landed a deal in the Den, though the public record does not spell out which Dragon backed it or on exactly what terms, so we are not going to guess at a figure we cannot confirm. What is clear is that the business kept going after the cameras stopped, which is the part that actually matters.

It is also worth noting that the public record of Dragons' Den deals does not always specify every detail, and in this case we could confirm that a deal was struck without being able to confirm the exact investor or final terms, so we have left that detail out rather than guess.

Why It Held On

Travel accessories for children are a crowded, low-margin category, and plenty of similar products from that era never made it past a first production run. Content and Calm's advantage looks like a genuinely well-designed, multi-use product, a backpack, a tray and a play surface in one item, rather than a single-trick gadget, plus a founder who kept expanding the range instead of resting on one hit product.

The TrayKit still comes in the original colour options, Blue Camo, Pink Polka, Blue Strike and Croc, and Pink Star and Whale, and the brand has since layered on matching keyrings and travel accessories under the Traveller Collection name, a sign of a company still actively developing its range rather than coasting on one old product.

It also helps that the core problem the TrayKit solves has not gone away with time, families still travel with young children, trays on planes and trains are still too small for a toddler's toys, and no major retailer has released a dominant rival product that has pushed Content and Calm out of the category.

Where Things Stand Now

Here is the recap. Content and Calm pitched the TrayKit in Series 8, asked for £80,000 for 23 percent, and secured a deal in the Den.

Today the brand is still trading, still selling the TrayKit directly through its own website, and has grown the range with coordinated travel accessories. If you came here to check whether you can still buy one, you can.

Common Questions

Is the TrayKit still available to buy? Yes. It is sold directly through the Content and Calm website, and the brand has expanded the range with a coordinated Traveller Collection of accessories.

Who founded Content and Calm? Solvej Biddle, who developed the product after struggling to keep her own children's toys from sliding around during travel.

What did the founders ask for on Dragons' Den? £80,000 in exchange for 23 percent of the business, pitched in Series 8, Episode 9.

Where to buy Contentand Calm

Still selling as of 17 April 2026. Check today's price and availability.

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See the full Contentand Calm deal breakdown and term sheet →