On national TV, Beth Fynbo made a bold move, she said no to a Shark Tank deal from Lori Greiner. Her decision shocked viewers but led to a breakout success. Busy Baby Mat, a clever silicone placemat that keeps baby items from hitting the floor, quickly became a favorite among parents across America.
Now, with millions in sales behind her, Beth is facing her biggest battle yet: keeping her company alive in the middle of a crushing tariff crisis.
Busy Baby Mat Net Worth in 2025 – A Real-Time Estimate
At its peak, Busy Baby Mat was on fire:
- Estimated value: $5 million to $6 million
- Total sales (2019–2024): $15 million
- Top retailers: Amazon, Target, and Walmart
- Biggest challenge in 2025: $160,000+ worth of inventory stuck in China due to 145% tariffs
The business is still standing, but with rising import costs and canceled contracts, that valuation is under serious pressure.
How We Calculated This Value
Estimating the net worth of a private company like Busy Baby Mat requires a realistic assessment based on industry benchmarks and business fundamentals:
- Revenue-based valuation: Consumer product companies typically sell for 0.4x to 0.6x annual revenue if privately held. Given Busy Baby’s cumulative sales of $15 million and annual revenues exceeding $4 million before the tariff crisis, this would indicate a valuation range of $6M–$9M in a healthy market.
- Risk and debt adjustment: Due to over-leveraging, inventory being held in China, and the loss of key retail momentum from Walmart, we’ve applied a conservative discount of 25–40% to that range to reflect real-world vulnerabilities.
- Assets and IP: Busy Baby holds U.S. patents and trademarks, plus a physical warehouse and retail relationships. These assets preserve some of its value despite current disruptions.
Bringing all this together, our conservative estimate for Busy Baby Mat’s current net worth sits between $5 million and $6 million.
RELATED: HOW SHARKS VALUATE A BUSINESS ON SHARK TANK
Beth Fynbo Net Worth – From Army Veteran to Entrepreneur
Beth Fynbo’s estimated net worth in 2025 is between $1 million and $1.5 million. Most of this value comes from her ownership in Busy Baby.
But here’s the tough part: she’s personally on the line.
- She used her home as collateral for loans
- She racked up credit card debt to fund inventory
- Her paycheck? It depends entirely on keeping Busy Baby afloat
Beth is all in. That’s what makes her story so powerful,and so real.
She was even named Minnesota’s Small Business Person of the Year in 2025 by the SBA, proving her credibility beyond the TV stage.
Timeline: Busy Baby’s Journey From Idea to Crisis
| Year | Milestone |
|---|---|
| 2017 | Beth invents Busy Baby Mat after a lunch with friends |
| 2019 | First batch launched; 100 units sold |
| 2020 | First patent issued, then a second |
| 2021 | Shark Tank appearance (Season 12, Episode 16) |
| 2022 | Expanded to 6+ SKUs; entered Walmart and Target |
| 2024 | $15M in cumulative sales |
| 2025 | Tariff crisis hits; GoFundMe launched |
A Restaurant Lunch That Changed Everything
The idea came from a common parenting problem. Beth was out to lunch with her baby and noticed how often kids throw their toys on the floor.
So, she made a fix: a silicone mat with tethers to hold everything in place.
She glued the first prototype in her kitchen. Gave one to her friend. Within weeks, her friend said, “This thing saved my dinner.”
That’s when Beth realized,it wasn’t just a mom hack. It was a business.
Her brother, Eric Fynbo, also a U.S. Army veteran, left a stable job to help her run operations. Together, they built the company from the ground up.
Turning Down Lori Greiner on National TV
Beth’s Shark Tank pitch aired in March 2021. Lori Greiner made an aggressive offer:
“I’m going to offer you $250,000 for 20%.”
Lori’s plan was to license the product through Munchkin, a baby gear giant. Beth countered with 10%, then 15%, but Lori wouldn’t go lower than 18%.
“I know what I’ve done, and I know what’s coming up and what I can do,” Beth told her.
In the end, Beth declined. The other Sharks praised her.
“Beth, you are the real deal,” Robert Herjavec said. “You’re a rock star.”
The episode only aired for 10 minutes, but Beth was in the tank for nearly an hour. The exposure caused a six-week spike in sales in one weekend.
How Busy Baby Hit $15M in Sales Without a Deal
Beth and Eric scaled Busy Baby with a clear strategy: solve real parent problems, protect their intellectual property, and grow smart.
- Product expansion: From the original placemat, they launched bibs, tethered teething spoons, toy straps, bottle bungees, and toddler products,each designed through direct customer feedback.
- IP protection: Beth secured two key patents and filed multiple trademarks to prevent copycats and increase valuation.
- Retail partnerships: Busy Baby struck distribution deals with Amazon, Walmart, and Target. The Walmart partnership alone included shelf placement in over 1,000 stores.
- Operational scale: They opened a 5,000 sq. ft. warehouse in Zumbrota, Minnesota, which became their fulfillment center, with Beth’s brother Eric overseeing logistics.
- Lean team efficiency: With just 5 core employees, the company maintained low overhead while processing thousands of orders monthly.
By the end of 2024, Busy Baby had surpassed $15 million in cumulative sales, without outside investors and without sacrificing ownership on Shark Tank.
RELATED: REJECTED SHARK TANK PITCHES THAT MADE MILLIONS
The 145% Tariff That Could Sink It All
Then came the storm.
U.S. tariffs on Chinese imports jumped to 145%. Busy Baby’s inventory was stranded overseas. The shipping cost alone shot past $160,000. The Walmart contract was canceled.
With bills piling up, Beth launched a GoFundMe campaign to raise $229,000. She’s already raised over $34,000.
“I might lose my home,” she said. “But I won’t teach my kids how to quit.”
She also joined forces with other small businesses to push for tariff exemptions in Congress.
Stay Strong. I can’t wait to buy a mat from you when I have my own kids ❤️. Small businesses are the heart of America and that heart is broken right now. Broken hearts can heal, and you’ll be part of that. – Lindsay Ramirez donor from GoFundMe
Why Not Make Busy Baby in the USA?
Many asked, “Why not just manufacture in the U.S.?”
Beth says switching would take months and cost more than she can afford right now. Her business model was built on affordable, high-quality production in China. She needs time,and funding,to pivot.
She’s also exploring global distribution in Canada, Australia, and Europe to grow new revenue streams.
What Parents Say: Real Reviews
Parents across the country are raving about how Busy Baby products solve real mealtime struggles. Here are a few highlights from verified customer reviews:
“A game-changer at restaurants!” – Amazon reviewer who uses it during family dining
“My baby actually stayed focused during mealtime.” – Target shopper with twins
“Love the quality and suction power. It sticks like glue and keeps the toys where they belong.” – Verified buyer on BusyBabyMat.com
These aren’t just reviews,they’re proof that the product makes a difference in daily parenting routines.
Can Busy Baby Bounce Back?
Beth isn’t just waiting for change,she’s pushing for it.
- She’s actively researching U.S.-based manufacturing partners to reduce tariff risks.
- She’s working with lawmakers in Washington, D.C., fighting for small business tariff relief.
- She’s preparing a new toddler product line, based on customer feedback and developmental milestones.
- She’s increasing visibility through press interviews, podcasts, and media campaigns.
The business may be bruised, but Beth’s resolve, and her customers’ support, make one thing clear: Busy Baby isn’t down yet.
🔹 TL;DR (Too Long; Didn’t Read)
Busy Baby Mat’s net worth is estimated at $5–6 million in 2025. Despite Shark Tank rejection, the company soared—until tariffs hit hard.
FAQs
What is Busy Baby Mat’s net worth in 2025?
Busy Baby Mat is estimated to be worth between $5 million and $6 million in 2025, based on revenue history, IP assets, and market conditions.
Did Busy Baby get a deal on Shark Tank?
No, Beth Fynbo turned down Lori Greiner’s offer of $250,000 for 20% equity. She wanted to retain control and grow the brand independently.
Who owns Busy Baby now?
Busy Baby is still owned and operated by Beth Fynbo and her brother Eric Fynbo, both U.S. Army veterans.
What caused the 2025 crisis for Busy Baby?
Massive U.S. tariffs on Chinese imports stranded $160,000+ worth of Busy Baby inventory, putting the company under severe financial strain.
Where can I buy Busy Baby products?
You can buy Busy Baby products on BusyBabyMat.com, Amazon, Target, and select Walmart locations.
How can I support Busy Baby?
You can support Busy Baby by purchasing their products or donating to their GoFundMe campaign.
