Unbuckle Me update
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Unbuckle Me Car Seat Device Update | Shark Tank Season 11

Mother-daughter duo Barb Heilman and Becca Davison pitched their car seat buckle device during Shark Tank Season 11. Unbuckle Me makes a device to help unbuckle seat belts, making this oftentimes difficult task easier for parents, and grandparents, alike. Will a shark help them grow their company? Find out in our Unbuckle Me update.

If you’re short on time, here’s a quick overview of what happened to Unbuckle Me after Shark Tank!

Barb Hellman and Becca Davison appeared on Shark Tank Season 11 and made a deal with Lori Greiner and Mark Cuban for $100,000 for 20% equity. In terms of an Unbuckle Me update, the company is still in business and has over $3 million in lifetime sales. The company has also expanded its product line, to include a Totebook, which is an activity book for kids to use in the car.

Shark: Result:
Mark Cuban & Lori Greiner Accepted deal for $100,000 for 20% equity
Kevin O’Leary & Anne Wojcicki $100,000 for 10% equity, plus a $0.50 royalty until they recouped $250,000
Daymond John $100,000 for 15% equity

Shark Tank Unbuckle Me Update

Unbuckle Me update

  • Entrepreneurs: Barb Heilman and Becca Davison
  • Business: Device that makes car seat buckles easier to unbuckle
  • Ask: $100,000 for 10% equity
  • Result: $100,000 for 20% equity
  • Shark: Lori Greiner and Mark Cuban

Founders of Unbuckle Me, Barb Hellman and Becca Davison, pitch their car seat device during Shark Tank Season 11. The patented product is a small tool that releases the car seat button easily, so those with bad hands don’t have to struggle to undo the buckle.

Easy Tool for Grandarents
UnbuckleMe Car Seat Buckle Release Tool

The car seat clip opener that eliminates thumb pain and broken nails from unbuckling a child or toddler car seat for parents, grandparents, and all caregivers.

We earn a commission if you make a purchase, at no additional cost to you.

In fact, they claim that it also reduces the force required to unbuckle a car seat by about 50%. Similarly, kids in school car lines may even be able to unbuckle themselves, which makes the process move faster.

Becca explained that when she had her first child, her mom offered to help with childcare. However, this quickly became a problem when Barb’s arthritic thumb made it nearly impossible to unbuckle her granddaughter’s seatbelt.

Actually, this is a common problem, because seatbelt buckles require nine pounds of pressure to release open.

To use the Unbuckle Me, you just slip it around the seatbelt buckle, place the pin over the red button, and pinch the device closed. Just like that, the seatbelt easily, and quickly opens, all without hurting your hands.

The sharks are seemingly impressed with the innovative product and are ready to get down to business regarding the numbers.

In terms of sales, in the year of filming, Unbuckle Me has about $400,000 in year-to-date sales. Additionally, about half of their sales come from grandparents.

Further, each unit retails for $14.99. They are manufactured in the U.S. and cost $1.80 to make.

Kevin O’Leary is the first to make an offer. He says they need great social media and then offers $100,000 with a $1/unit royalty (in perpetuity) for 7% equity.

Next, guest shark Anne Wojcicki also offers up her social media presence and ultimately offers to go in on a deal with Kevin. They eventually agreed to split the royalty 50/50.

However, Barb and Becca are unhappy with a royalty deal, especially one that works in perpetuity.

Because of this, Kevin reduces his offer to a $0.50 royalty until they recoup $100,000. When the entrepreneurs refused, Kevin and Anne changed their offer again: this time, it was $100,000 for 10% equity, plus a $0.50 royalty until they recouped $250,000.

This is when Mark Cuban and Lori Greiner step in with a deal of $100,000 for 20% equity, split between them.

Finally, Daymond John offers $100,000 for 15% with no royalty. Barb and Becca counter Mark and Lori for 15% equity, but they refuse.

In the end, Barb and Becca accept Lori and Mark’s deal anyway. How does it work out for them following Shark Tank? Find out in the rest of our Unbuckle Me update.

Unfortunately, our Unbuckle Me update research revealed that the deal with Mark and Lori didn’t pan out. However, despite this, the company is doing really well and has grown to over $3 million in lifetime sales.

In a blog on the Unbuckle Me website, Barb and Becca said, “We are better off today continuing to own 100% of our business, and getting to make all the decisions without any outside input.”

Products can now be found in WalMart, Target, buybuyBABY, and more. They have also launched a new product called the Totebook, a car activity book for kids.

It looks like there is a bright future ahead for our next Unbuckle Me update!

Curious about the other products from Season 11 Episode 21? Find them here:

Before you go, take a look at our other company updates for Season 11. You can find them on our Season 11 products page.

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Kimberly is a writer for Shark Tank Recap. She has written episode summaries and updates across multiple seasons of Shark Tank, with a focus on complete and accurate information since 2021. She believes that getting the business aspects of each deal correct is extremely important for viewers and fans. Her favorite Shark Tank products are The Wobbles and Rocketbook!