Contentand Calm

Deal

A backpack-tray for use on cars, planes, etc. that prevents children's toys rolling onto the floor

Season 8 · Ep 9 Kids & EducationAired 6 September 2010

Contentand Calm is a a backpack-tray for use on cars, planes, etc. that prevents children's toys rolling onto the floor that got its big break on Dragons’ Den in Season 8, and walked out with a deal.

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From the show

The Dragons’ Den pitch

£80K
Asked for: 23%
Offered equity: £348K
Sought valuation: —
Deal amount: —
Deal equity: —
Deal valuation

Founder Solvej Biddle stepped onto the carpet in Season 8, Episode 9 in the episode that aired 6 September 2010. Contentand Calm, the a backpack-tray for use on cars, planes, etc. that prevents children's toys rolling onto the floor, pitched in the Kids & Education category, one of 82 kids & education businesses to brave the Den across all 22 seasons.

The ask was £80,000 for 23% of the company, an implied valuation of £348K.

A deal was struck.

Season 8 saw 81 pitches, and 17 of them closed a deal on air. In the Kids & Education category overall, roughly 45% of pitches have landed a dragon across the show's history.

Is Contentand Calm still in business?

Read our 2026 update on where the company is now.

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Frequently asked questions

Where can I buy Contentand Calm?

Check current price and availability on Amazon. Note that some Dragons’ Den products are discontinued or sold under a new name.

Did Contentand Calm get a deal on Dragons’ Den?

Yes. Contentand Calm closed a deal.

What season of Dragons’ Den was Contentand Calm on?

Contentand Calm appeared in Season 8, Episode 9, which aired 6 September 2010.

How much was Contentand Calm asking for on Dragons’ Den?

The founders asked for £80,000 for 23% of the company, a £348K valuation.

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