Product Update
Is Unique Ideas UK Still in Business? (2026 Update)
Is Unique Ideas UK from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Unique Ideas UK today.
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Unique Ideas UK pitched an interactive party game, the Cyclone GameCube, a box you climb into and try to grab as many correctly coloured balls as you can before time runs out. It is the kind of pitch that plays brilliantly on television, and years later the business behind it is still running events.
The Short Answer
Unique Ideas UK is still in business. The company continues to design, manufacture and hire out exhibition and event games, with the Cyclone product line, now offered in several versions, still front and centre of what it sells, and its website remains active and updated.
Interactive games built for exhibition stands also tend to travel well internationally, a well-designed physical game does not need translation or localisation the way a lot of marketing content does, which may help explain why a company built around one strong original design has been able to keep developing new versions rather than needing to reinvent itself from scratch.
The Pitch
Founder Bob Davies, from Trysull in South Staffordshire, brought the Cyclone GameCube into Series 9, Episode 4, asking for £50,000 in exchange for 20 percent of the business. The pitch faced a full panel, five Dragons in the room for the demonstration, and the game itself did the selling, contestants physically climbing in to try to beat the clock.
Facing all five Dragons rather than a rotating panel of fewer investors is itself a sign of how strong the demonstration was, weaker pitches tend to get picked apart before they reach every chair in the room.
The Deal That Got Done
Hilary Devey made the offer, and it matched the ask exactly, £50,000 for 20 percent. No renegotiation needed on either side. Devey built her reputation in logistics and events-adjacent business, so backing a company that supplies interactive games to corporate events and exhibitions was a sensible fit for her network.
A hire-based revenue model, where the same physical product earns money repeatedly at different events rather than being sold once, is one of the more resilient business structures to come out of the Den, and it likely explains why this company has had staying power well beyond the show.
Why It Kept Working
Corporate event and exhibition-stand games are a durable, if unglamorous, category. Brands need something physical and memorable to draw a crowd at a trade show or company event, year after year, and a well-built interactive game like the Cyclone can be hired out repeatedly rather than sold once and forgotten, which gives a business like this a much steadier revenue base than a single consumer product launch.
Unique Ideas UK has leaned into that model, expanding the original concept into multiple versions, including a Cyclone for kids and a digital version, rather than resting on the one design that appeared on the show.
The expansion into a kids' version and a digital version of Cyclone also points to a company still actively developing its product line more than a decade on, rather than simply running the original 2011 design into the ground, which is a reasonable proxy for ongoing investment and demand.
Where Things Stand Now
Here is the recap. Unique Ideas UK pitched the Cyclone GameCube in Series 9, asked for £50,000 for 20 percent, and closed exactly that deal with Hilary Devey.
The company is still trading today, still building and hiring out interactive games for exhibitions and corporate events, and the Cyclone name now covers a small range of products rather than a single machine. If you are booking entertainment for an event in 2026, this is a business you can still call.
If you are an event organiser rather than a home shopper reading this out of curiosity, the practical takeaway is straightforward, the company that appeared on Dragons' Den with the Cyclone GameCube back in 2011 is still a bookable supplier for corporate and exhibition entertainment today.
Common Questions
Did Unique Ideas UK get a deal? Yes. Hilary Devey invested the full £50,000 asked for, in exchange for 20 percent of the business, in Series 9, Episode 4.
Is the Cyclone GameCube still available? Yes. Unique Ideas UK still designs, manufactures and hires out the Cyclone range, which now includes several versions of the original game, for exhibitions and corporate events.
Who founded Unique Ideas UK? Bob Davies, from Trysull in South Staffordshire, who built the interactive game the company still hires out today.
Where to buy Unique Ideas UK
Still selling as of 19 April 2026. Check today's price and availability.
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See the full Unique Ideas UK deal breakdown and term sheet →
