Nursery Today magazine

Doddl features on new TV show

A children’s cutlery business, Doddl, is one of the first to pitch their product in the first episode of Channel 4’s new series ‘Buy It Now’.

In the brand new daytime show, hosted by Brian Conley, inventors of new products have just 90 seconds to demonstrate their item in the hope of securing a potentially life-changing order with a national retailer.
The seller aims to convince an audience of real shoppers to buy the product, parting with their personal money, indicated by turning on their light. The audience is in effect a market research group for three professional buyers for large, well-known retail organisations who are watching the seller and the customers. If the seller makes a sale to the audience, they get the opportunity to do business with the retailers, if not they are spun off the revolving stage, making way for the next seller.

Sisters Cat Dodd and Rosie Phelps-Goggin took to the stage with fellow business partner Laura Thomas. The star of their pitch was Rosie’s daughter, Gabriella, who demonstrated the innovative cutlery, uniquely designed to suit the grip of a tiny hand. 

Rosie said "We had to condense all of Doddl's research and innovative design into a short pitch, which forced us to focus.
"Little Gabriella’s demonstration on stage really brought to life the product's benefits for busy families.” 

Doddl Cutlery was founded by Cat in September 2013. After mealtime struggles with her three young children, Cat identified that toddlers wanted to eat independently without parents having to feed them and set about designing a solution, the first of its kind. 

Following a three-year journey through research, design, manufacturing and crowdfunding, the first sets of Doddl cutlery went on sale in 2016. Just 18 months on, Doddl is now stocked by major parenting retailers including Boots, Amazon UK, Amazon Europe and Kiddicare, plus outlets in France, Spain, Germany, Italy, Denmark, UAE, Hong Kong, China, Taiwan, Australia and New Zealand. 

The three partners are also mums, running the business, based in Stroud, Gloucestershire, alongside their busy families.
Doddl plans to launch three further product lines in 2018 and extend distribution to North and South America.
The first episode of ‘Buy It Now’, featuring Doddl children’s cutlery, airs at 5.30pm today - 16th April.

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