Rob Law founded the British company that created the Trunki children's ride-on suitcase after appearing on Dragon's Den.
Law designed Trunki as a child-friendly ride-on suitcase and presented the product on the programme. The pitch became notable because the Dragons did not invest, yet the product went on to achieve substantial commercial success.
Trunki was developed by Magmatic, the company founded by Law. Its distinctive shape allowed children to sit on and pull the case, addressing the practical problem of keeping young travellers engaged while moving through airports and other transport settings.
The story is often used as an example of why a televised rejection does not necessarily predict a product's future. A Dragon's decision reflects the information, valuation and risks visible during a pitch; it is not a definitive verdict on whether customers will eventually buy the product.