Switch Witch Children’s Book and Doll
NO DEAL
EPISODE SUMMARY
🕓 Air Date: October 23, 2015
Asking For:
$55,000 for 25%
Investor:
No Deal
Deal:
No Deal
PRODUCT SUMMARY
Switch Witch is a children's book and doll designed to help parents manage the excess candy their kids collect during Halloween by encouraging them to exchange it for a special gift.
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Background Story
Switch Witch founders, Rob Bouley and Laura Riley, from Salem, Massachusetts, presented their product on Shark Tank. The idea originated in 2013 when Bouley’s kids returned from trick-or-treating with too much candy. The concept involved a children’s book and plush doll named Switch Witch.
Kids would leave some of their Halloween candy for the Switch Witch, who would then replace it with a special gift. The founders believed it would solve the problem of excessive Halloween candy for parents while being fun for kids. Despite initial success in sales, the Sharks expressed concerns about the product’s viability and popularity.
The Product
Switch Witch consists of a children’s book and a plush doll. The book tells a story where kids exchange some of their Halloween candy with the Switch Witch for a special gift. The product is designed to make the process of reducing excess candy enjoyable for children.
The founders initially priced it at $29.95, competing with similar holiday-themed products like Elf on the Shelf and Mensch on a Bench. However, the Sharks raised concerns about the product’s price and lack of viral popularity.
How It Went
The company’s position before Shark Tank
Switch Witch faced challenges in its first season, with initial manufacturing issues and a somewhat steep price point of $29.95 for the plush doll and accompanying book. Sales amounted to 815 units, generating $15,700 in revenue, with 52% of sales online (Amazon and the company’s website) and 24% through grassroots efforts, including craft fairs. Despite positive media coverage, the product struggled to gain widespread recognition.
The founders acknowledged manufacturing challenges and the seasonal nature of the product. They cited a boost in sales after a feature on Yahoo! on October 30th but encountered logistical issues as Halloween was the following day. While the sharks questioned the product’s uniqueness and viability, the founders believed in its potential to become a family tradition and a part of the Halloween experience.
The Negotiations:
The negotiation did not result in a deal, with all sharks declining to invest in Switch Witch. Concerns were raised about the product’s seasonality, lack of virality, and the competitiveness of the market. The founders defended the concept, highlighting positive media coverage and the potential for the product to become a Halloween tradition.
However, the sharks remained unconvinced, expressing skepticism about the product’s appeal and sales performance. Despite the rejection, the founders left the tank determined to make Switch Witch a success, comparing it to other holiday-themed products like Mensch on a Bench and Elf on the Shelf.
