Rob Law invented the ride-on children's suitcase brand Trunki featured on Dragon's Den.
Law developed the idea while studying product design at university. The case was designed to let young children sit on and ride their luggage while travelling, addressing the practical problem of keeping children occupied in airports and other transport settings. He founded the company Magmatic, which commercialised the product under the Trunki name.
Law pitched Trunki on Dragon's Den in 2006 and did not secure an investment from the panel. The rejection became widely discussed because the product later achieved substantial commercial success and became an internationally recognised travel accessory.
The story is often used to illustrate that a Dragon's Den rejection is not the same as a product failure. The Dragons evaluate a particular valuation, market opportunity and business proposal at a particular time; they do not determine whether a product will ultimately succeed. Trunki is also distinct from ordinary wheeled suitcases because its moulded design is intended to be ridden by children.