Nursery Today magazine

TV debut success for baby plate inventor

Easytots' Managing Director successfully secured retail orders from shopping channel giants JML and gift retailers Prezzybox for her weaning plate invention during a nail-biting episode of Channel 4’s hit TV show ‘Buy It Now’, which aired on Thursday, 17 May

Helen Davies, who is a member of the Baby Products Association, won over the studio audience with a lively 90-second pitch before facing panellists from some of Britain’s biggest retail buyers in a final showdown.

The delighted mum of two received impressive trial orders amounting to the value of just under £4,000 for her baby suction plate and placemat – already a long-standing best-seller on Amazon UK.

“We’re actively looking for a good-fit partner for UK retail sales, so I couldn’t be more thrilled!” said Helen, who has been sworn to secrecy for the past four months as to what transpired during her national TV debut.

“I’ve had to bite my tongue when really, I wanted to shout it from the rooftops; to finally be able to talk about it is a massive relief! I am so grateful to the show for giving me a ‘shop window’ to promote my product to a national audience. I’d also like to say a special thank-you to the studio audience members who lit their lights for me and, of course, to our new buyers: JML and Prezzybox! I’m hoping that my products sell well on their platforms and that we can develop our retail partnership further.

‘Filming the show is an experience I’ll never forget, but watching it on TV with my partner Lloyd and our daughters Elora and Kiera – whose habit of throwing her meals on the floor inspired the EasyMat Mini in the first place – was even more special.”

Helen’s invention is the world’s first compact and foldable suction plate, and tops spots one to six in Amazon UK’s baby placemats category. Having spotted a gap in the market for a portable plate that promoted independent feeding, Helen designed the EasyMat Mini – a product which fits most highchair sizes, as well as boasting unique features that include a sealed lid, a compact design and a carry case.
Last year, the EasyMat Mini won a BizzieBaby UK Gold Award, which is determined by outstanding parent reviews.

As part of her mission to take her products global, Helen is continuing talks with distributors across multiple territories. She is already selling in six European countries and will be returning to Cologne Kind and the Jugend Baby Fair for the second consecutive year this September. Following her recent trip to Hong Kong, the ‘mumtrepreneur’ has signed distributor agreements for Hong Kong and South Korea.

To find out more about the EasyMat Mini, visit

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