Product Update
Is The Wriggler Still in Business? (2026 Update)
Is The Wriggler from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy The Wriggler today.
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The Wriggler, an anti-roll changing mat for babies, pitched in Series 18, Episode 10 of Dragons' Den, and the short answer is yes, it is still in business. The mat is still for sale through the brand's own site and through Amazon.
The Short Answer
The Wriggler is still trading. Its website, thewriggler.com, is live and selling, with an active product page, a company origin story, and ongoing social media activity under the brand's Instagram handle. A single-product brand keeping its own storefront, rather than quietly folding into a marketplace-only presence, tends to indicate the founders still see enough direct demand to justify running their own site.
For a single-product baby goods company, staying stocked and visible across multiple channels years after a TV pitch is a solid outcome in a category that turns over quickly as parents' needs change. Baby product brands also face a naturally rotating customer base, since each buyer typically only needs the product for a short window of their child's life, so sustained sales years later depend on constantly reaching new parents rather than repeat purchases from the same household.
The Pitch
The Wriggler was pitched in Series 18, Episode 10 by its founders under the Pluxty brand, presenting an anti-roll changing mat designed to keep babies and infants secure and still during nappy changes, a genuinely common and mildly stressful parenting moment. The ask was £50,000 in exchange for 40 percent of the business.
Baby products with a clear, specific problem to solve, rather than a broad lifestyle pitch, tend to do well in the Den, and this one landed with more than one Dragon interested.
Any parent who has tried to change a wriggling, rolling infant on a flat mat will recognise the problem instantly, which is exactly the kind of universal, easily demonstrated pain point that tends to play well on camera. Simple, physical products that solve an obviously relatable problem often outperform more complex pitches in the Den, because the panel does not need a long explanation to understand why customers would want it.
The Deal
The founders received offers from two Dragons on the panel for The Wriggler, a strong outcome for a first-time hardware product in the crowded baby goods market. Competing offers usually mean the Dragons see both a real problem being solved and a founder capable of executing on manufacturing and distribution.
The specific dragons and final terms of the completed deal are not detailed in our records, but the product's continued presence on shelves years later suggests whichever investment closed gave the company enough runway to establish itself properly.
A steep equity ask of 40 percent for £50,000 values the company at £125,000, a modest valuation typical of a very early-stage, single-product hardware business without an established retail footprint yet. Founders pitching at that stage usually trade a larger slice of equity for the credibility and manufacturing know-how a dragon brings, rather than holding out for a higher valuation they cannot yet justify with sales history.
What Happened After the Cameras Stopped
The Wriggler has kept its product line active and its marketing current since the pitch, with the brand described as multi-award winning on its own site and continued visibility on Amazon in both the UK and US markets. Recent customer reviews point to ongoing sales rather than a legacy listing nobody restocks.
Baby products live or die on trust and word of mouth from other parents, and a mat that is still being reviewed and recommended years after launch has cleared that bar. Award recognition within the baby products industry also helps a small brand compete for shelf space and search visibility against much larger, better-funded competitors in the same category.
Where Things Stand Now
The Wriggler pitched in Series 18, Episode 10, asked for £50,000 for 40 percent, and secured offers from two Dragons on the panel. Today the anti-roll changing mat is still sold through the brand's own site and through Amazon, with recent reviews and active marketing.
If you came here to check whether the baby changing mat from the Den made it, it did, and it is still doing the one specific job it was built to do, years after the founders first pitched it to a panel of five investors.
Where to buy The Wriggler
Still selling as of 6 June 2026. Check today's price and availability.
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See the full The Wriggler deal breakdown and term sheet →
