When I first heard about the Cool Wazoo, I was struck by how a simple idea could address so many challenges parents face daily. Created by Ginelle Mills, a determined entrepreneur and mother, the Cool Wazoo is a 5-in-1 multi-purpose baby product that serves as a diaper changing pad, high chair cover, shopping cart cover, car shade, and swing seat protector. This product wasn’t just about convenience—it was born out of necessity after Ginelle’s child suffered a burn on a hot swing seat. What followed was an inspiring journey of innovation, setbacks, and perseverance that led Ginelle to the Shark Tank stage and beyond.
The Birth of the Cool Wazoo
Ginelle Mills’ story began with a frightening incident at a playground when her child was burned on a hot metal swing. As a mother, she knew there had to be a better way to protect children from such hazards. Driven by this experience, she designed the Cool Wazoo—a product that could shield babies from heat, germs, and uncomfortable surfaces while being versatile enough to adapt to various parenting needs.
The Cool Wazoo was meticulously designed with parents in mind. It’s lightweight, foldable, and made from durable yet soft materials that are easy to clean. Whether you’re at a restaurant, grocery store, or playground, this product provides a safe and clean surface for your child.
The Shark Tank Pitch
Ginelle Mills appeared on Shark Tank in Season 4, Episode 8, seeking $65,000 for 25% equity in her business. Her pitch was heartfelt and emotional as she shared her struggles with production costs and manufacturing defects. At the time of her appearance, she had already invested $96,000 into the business—most of it coming from her husband—and had only generated $20,000 in sales over the past year.
The Sharks were initially skeptical. Ginelle revealed that her domestic production costs were $30 per unit while the retail price was $64.95. This left her with razor-thin margins of just $2.50 per unit sold. To address this issue, she planned to move production overseas to reduce costs to $11.36 per unit.
Despite these challenges, Ginelle’s passion shone through. When all the Sharks initially declined to invest—citing concerns about profitability and scalability—Ginelle broke down in tears. Her emotional plea moved Lori Greiner to reconsider. Lori offered the requested $65,000 for 25% equity, promising to help streamline production and bring the product to market more effectively.
Detailed Overview of Cool Wazoo’s Shark Tank Journey
| Category | Details |
|---|---|
| Product Name | Cool Wazoo |
| Founders | Ginelle Mills |
| Season & Episode | Season 4, Episode 8 |
| Ask (Investment & Equity) | $65,000 for 25% equity |
| Final Deal | $65,000 for 25% equity (deal with Lori Greiner; did not finalize) |
| Shark(s) Involved | Lori Greiner |
| Memorable Episode Moments | Emotional plea by Ginelle; Lori re-entering after initially opting out |
| Current Net Worth | Estimated at $1 million (2025) |
| Current Business Status | Ceased operations in 2020 |
| Revenue Since Shark Tank | Significant growth post-show; boosted by licensing agreements |
| Social Media Presence | Limited updates; focus shifted to new ventures |
| Key Achievements | Licensing deal with Kids 2 Inc.; featured on The Today Show |
Post-Shark Tank Successes and Challenges
Although Ginelle secured a deal with Lori Greiner on the show, the agreement ultimately fell through during post-show negotiations. However, the exposure from Shark Tank proved invaluable for Cool Wazoo’s growth.
Immediate Impact
Following her appearance on Shark Tank, Ginelle revamped her website and began selling directly through e-commerce platforms like Amazon. The product also gained traction after being featured on The Today Show, which generated $14,000 in sales overnight.
Licensing Agreements
One of the most significant milestones came when Ginelle secured a licensing deal with Kids 2 Inc., which allowed the Cool Wazoo to be sold under the “Comfort & Harmony” brand at major retailers like Babies R Us. This partnership helped scale production and distribution while reducing costs.
Customer Feedback
While many parents praised the Cool Wazoo for its versatility and practicality, some criticized its high price point and occasional usability issues (e.g., difficulty folding). Despite these minor drawbacks, positive reviews outweighed negative ones.
Challenges and Closure
By 2020, Ginelle decided to pivot her focus toward new ventures such as Box Parties—a virtual baby shower service—and other innovative products like Blew Bubble and Ginovate. Unfortunately, Cool Wazoo ceased operations that same year due to market saturation and ongoing production challenges.
Analyzing Cool Wazoo’s Legacy
The Cool Wazoo’s journey is a testament to both the opportunities and obstacles faced by entrepreneurs. Here are some key takeaways:
What Worked
- Emotional Storytelling: Ginelle’s personal story resonated deeply with audiences and investors alike.
- Innovative Design: The product addressed multiple parenting needs in one compact solution.
- Strategic Partnerships: Licensing agreements with established brands expanded market reach.
What Didn’t Work
- High Production Costs: Domestic manufacturing proved unsustainable without significant investment.
- Profit Margins: Thin margins left little room for error or reinvestment.
- Market Competition: The baby product industry is highly competitive, making it difficult for small brands to thrive.
Current Status
As of January 2025, Cool Wazoo is no longer in operation. However, its impact on the baby product market remains noteworthy. At its peak, the company achieved an estimated net worth of $1 million—a significant leap from its initial valuation of $260,000 during its Shark Tank pitch.
Ginelle Mills continues to innovate through new ventures while reflecting on the lessons learned from her experience with Cool Wazoo.
Conclusion: Lessons for Aspiring Entrepreneurs
The story of Cool Wazoo offers valuable insights for anyone looking to bring an idea to life:
- Adaptability is Key: Pivoting production overseas helped reduce costs but came too late to sustain long-term growth.
- Know Your Numbers: Understanding profit margins is crucial when pitching to investors.
- Resilience Pays Off: Despite setbacks, Ginelle leveraged partnerships and media exposure to grow her brand.
While Cool Wazoo may no longer be on store shelves, its legacy as an innovative solution for parents lives on. For aspiring entrepreneurs, it serves as both an inspiration and a cautionary tale about navigating the complexities of business growth.
So if you’re ever faced with an opportunity like Shark Tank, remember: passion can open doors—but preparation will keep them open!