It's a Deal - No Questions Asked - In the Dragons' Den

By Contentcalm, PRNE
Sunday, September 5, 2010

LONDON, September 6, 2010 - There's a first time for everything and London-based inventor Solvej
gets everything she asks for - without Peter Jones asking a single
question - when she appears on Dragons' Den this evening (BBC2 9pm).

Peter Jones commented: "It's not something I've ever done before - making
an offer without asking any questions. Solvej is extremely impressive and
passionate about what she's doing and has a clear vision of what she wants to
achieve. I think the TrayKit(R) will be a huge success - a really simple idea
that meets a need for every parent on the move. After watching the pitch and
hearing her respond to the other Dragons, it was clear to me that this was a
person and a product that I wanted to invest in."

Solvej pitched her idea for the TrayKit to BBC's Dragons' Den looking for
GBP80,000 to help launch the TrayKit worldwide. After a gruelling hour in the
Den answering questions from Deborah, Theo, Duncan and James, Peter Jones
made a surprise offer for the full amount, no questions asked. Four full
offers followed and Solvej spent another hour grilling the Dragons.

The final deal was a joint offer between Peter and Deborah Meaden who
added: "When anyone makes a pitch on The Den the first question I ask myself
is "who would buy this?" but when Solvej made her pitch for the TrayKit I saw
the potential immediately. Who would want to buy a TrayKit? Anyone with
children between 2 and 11."

"It was a great outcome," said Solvej. "The Den experience was fantastic,
yet daunting at times, but nothing comes close to the terrifying decision I
made to leave a successful career in advertising law to launch the products I
had invented as a parent trying to make parenting easier."

TrayKit is the unique all-in-one kids' carry-on backpack and play-tray.
It straps to a tray-table in a car/train/plane, attaches to the seat in front
in a car, or sits on a lap to provide an extendable play surface with raised
sides - no more toys on the floor!

TrayKit(R) - Making travelling with kids more fun for them and more
relaxing for parents - RRP GBP24.99
Stockists:, BA's,, good
independent retailers.

Press contacts and images: Sarah Treder +44(0)1428-608032 / sarah at

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