Nicknamed Bobo as a child, James had a soft toy that went everywhere with him. He used this toy as a pillow and it had a blanket inside that his grandmother had made. It wouldn’t leave his side, whether at nursery, in the car or in front of the TV.
He then grew up and wanted to create a range of fun and functional toys that were softer, cuter and more practical than anything else out there… BoBo Buddies was born.
At the beginning of 2014, BoBo Buddies appeared on Dragons' Den - the episode was great, with a lot of love for the BoBo's pouring in. Sales on the night went through the roof, with over 1000 units ordered in the space of 2 hours!
Although receiving offers of investment from Peter and Deborah, James decided to turn the dragons down in order to keep all of his equity in the business- a decision he now counts as the best one yet.
The flagship product is a backpack that also combines a soft toy, pillow, and blanket. Its toddler version of the product comes with reins for parents.
They then went on to launch their adorable comforters, BoBo Blankies. Fitting in with 'soft, fun and functional' ethos, customers loved that they could be attached snuggly around the child's wrist.
The brand is now distributed and sold in over 10 countries including South Africa, Switzerland and Greece.