How StandInBaby Grew After Shark Tank Without a Deal

In 2018, Sandra and Brendon Moffatt stood in front of the Sharks on Shark Tank Australia, holding what looked like a sleeping newborn. But it wasn’t their baby. It was StandInBaby, the world’s first training mannequin designed to move and feel like a real infant.

Their pitch was simple yet powerful: protect newborns from unsafe photography training. Many photographers were using real babies during practice sessions, risking injury through poor handling.

The Moffatts’ invention stunned the Sharks. Andrew Banks and Dr. Glen Richards offered $200,000 for 20% equity, valuing the business at $1 million.

But off-camera, the deal never closed.

RELATED: HOW SHARKS VALUATE A BUSINESS ON SHARK TANK

StandInBaby Net Worth: Growth Without Sharks

Even without the Shark Tank deal, StandInBaby’s net worth is estimated at $4.4 to $4.6 million in June 2025. The company brings in around $1.1 to $1.15 million in annual revenue, thanks to global demand for its innovative product.

What began as a solution for photographers quickly found broader audiences. Midwives, lactation consultants, hospitals, nursing schools, and even first aid instructors now rely on StandInBaby to teach safe newborn handling.

Each mannequin sells for $749 to $841, and despite the premium price, sales have remained steady across more than 97 countries, potentially reaching 103 by now.

The Moffatts didn’t just build a product. They created a global safety movement.

RELATED: 9 REJECTED SHARK TANK PITCHES THAT MADE MILLIONS

The Founders’ Story: From a Scare to a Startup

Sandra Moffatt was a newborn photographer. One day during a session, she witnessed a horrifying moment. An assistant, unaware of safe handling, nearly dropped a baby while trying to pose it. That moment never left her.

Together with her husband Brendon, the couple decided to create something the industry desperately needed: a safe, lifelike baby model to train with. They weren’t engineers or CEOs. But they had $220,000 in personal savings, a clear vision, and a powerful “why.”

They worked with designers and used real newborn x-rays to map joint movements. The result was a baby mannequin that mimicked the flexibility, fragility, and form of an actual infant.

No more risky real-baby practice. No more guesswork.

What Makes StandInBaby Different?

StandInBaby isn’t just a stuffed doll. It’s a high-fidelity simulation tool made with:

• Medical-grade silicone skin for realistic texture
• Stainless steel joints that move like real baby limbs
• X-ray-mapped articulation that prevents overextension or improper force
• A relaxed, sleep-like posture that feels natural in training scenarios

From photographers to pediatric teams, the feedback was clear. This felt real enough to learn safely.

Shark Tank Exposure Paid Off Even Without the Check

While the $200,000 deal didn’t go through, Shark Tank gave StandInBaby something just as valuable: exposure.

Shortly after airing, the company announced over $500,000 in pre-orders. A well-run Kickstarter campaign followed. Orders came in from medical universities, birth centers, and photo studios around the world.

Instead of waiting for funding, the Moffatts used this momentum to fuel direct growth on their own terms. They didn’t lose equity. They didn’t lose control. But they gained customers, credibility, and confidence.

Expansion Beyond Photography: Into Medicine and Education

What started as a niche product for newborn photographers is now being used in:

• Midwifery schools
• First aid courses
• Lactation training clinics
• Neonatal safety programs
• Physical therapy sessions

Some healthcare teams now use StandInBaby to teach safe swaddling, feeding positions, and handling techniques for premature or high-risk infants.

The next step is securing medical device certifications that would allow the product to be formally adopted by hospitals and accredited institutions.

It’s a slow process, but one that could dramatically increase StandInBaby’s market and future valuation.

Community-Driven Growth and Trusted Voices
StandInBaby’s success isn’t just about product design. It’s about people. The company now has:

• A global ambassador program
• Over 15,410 Facebook followers
• Presence in more than 97 countries

Real users—from photographers in the U.S. to educators in Europe—share videos, stories, and tutorials featuring the mannequin. This organic content has built massive trust, especially in parenting, education, and healthcare spaces.

Key Takeaways for Entrepreneurs

If you’re a Shark Tank fan or a founder building your dream, here’s what StandInBaby’s journey teaches: You don’t need a closed deal to win. Visibility can launch your business.
Solving a real problem matters. Customers recognize authentic solutions.
Bootstrap if you must. The Moffatts used savings, not investors, to get started and kept ful.

Stay focused on the mission. Safety drove their innovation, not sales alone.

Final Thoughts: A Quiet Success with a Loud Impact

Today, StandInBaby’s $4.4 to $4.6 million net worth tells only part of the story. Its real value lies in safer newborn handling, better training, and more confidence for people entrusted with life’s most fragile moments.

From a scary photo session to global distribution, the Moffatts proved that a powerful purpose can outlast any Shark Tank rejection. And in the end, maybe that’s the most valuable lesson of all.