The Wriggler

Deal

Anti-roll changing mat for babies and infants

Season 18 · Ep 10 OtherAired 3 June 2021

Best known from its Dragons’ Den appearance, The Wriggler is a anti-roll changing mat for babies and infants in Season 18, and walked out with a deal.

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From the show

The Dragons’ Den pitch

£50K
Asked for: 40%
Offered equity: £125K
Sought valuation: —
Deal amount: —
Deal equity: —
Deal valuation

James and Aileen McCauley walked into the Den in Season 18, Episode 10 in the episode that aired 3 June 2021. The Wriggler, the anti-roll changing mat for babies and infants, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

On the carpet, the number was £50,000 for a 40% stake, which valued the company at £125K.

A deal was struck.

The Wriggler was one of 70 businesses to pitch in Season 18, where 35 deals got done. In the Other category overall, roughly 11% of pitches have landed a dragon across the show's history.

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Frequently asked questions

Where can I buy The Wriggler?

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

Did The Wriggler get a deal on Dragons’ Den?

Yes. The Wriggler closed a deal.

What season of Dragons’ Den was The Wriggler on?

The Wriggler appeared in Season 18, Episode 10, which aired 3 June 2021.

How much was The Wriggler asking for on Dragons’ Den?

The founders asked for £50,000 for 40% of the company, a £125K valuation.

Dragons' Den Index may earn a commission on purchases made through links on this page. Deal figures reflect what aired; terms sometimes change after the show.