The Inspiring Story Behind Dreamland Baby and Its Success on Shark Tank
Tara Williams, the visionary founder of Dreamland Baby, made a notable appearance on Season 11, Episode 24 of Shark Tank. In her quest to improve her newborn son’s sleep, she innovated a weighted blanket sleep sack designed to provide comfort and promote restful nights. Tara asserts that her creation aids in increasing serotonin and melatonin levels, ultimately lowering stress and enhancing relaxation for infants.
Product Uniqueness and Shark Tank Experience
The Dreamland Baby sleep sacks come in two different sizes and are filled with non-toxic, food-grade poly pellet beads. When questioned by the sharks about what sets her product apart, Tara proudly explained that her sleep sack was uniquely equipped with weighted beads, a feature not found in other options on the market. She also shared a touching backstory about her personal struggles; just before her due date, her husband was laid off, and she herself was laid off shortly after starting her maternity leave.
With a newborn who had difficulty sleeping and no source of income, Tara was determined to create a solution. The production cost of the sleep sacks ranges from $12.20 to $13.60, while retail prices reach $79. Although initial skepticism surrounded the product, with Kevin O’Leary and Daniel Lubetzky opting out first, negotiations sparked when Lori Greiner expressed interest, leading her to commence discussions with Tara.
“Listen, one of the most important, but I think wonderful thing about our country is one idea can change your life,”stated Shark Tank investor Lori Greiner.
Ultimately, Lori proposed an investment of $100,000 for a 25% equity stake. After some negotiation, they reached an agreement of $100,000 for 22.5% equity.
From Concept to Reality: Dreamland Baby’s Growth Journey
Tara Williams, a native of Danville, California, earned her finance degree from Bentley University in 2009. She later broadened her education to include SEO and social media marketing at Stanford University in 2019. Tara’s career began as a marketing intern at Smith & Nephew, eventually evolving into a role as an endoscopy sales representative, a national sales trainer at Beacon Endoscopic, and positions at AbbVie and Bioprint AM. It was her personal challenge with her newborn that inspired her to create weighted swaddles in 2019.
With the initial help of her mother-in-law, Tara developed the first prototype of the wearable swaddles, which combine multiple cotton layers with poly pellets for added weight. Initially shared with friends and family, her prototypes generated enough interest to fuel a successful Kickstarter campaign that raised $24,541 in just three days, solidifying the official launch of Dreamland Baby. Following the Kickstarter success, products became available on both her website and Amazon.
Despite the deal on Shark Tank not finalizing, Tara’s venture continues to thrive. After the show, she remained active in selling her swaddles online. However, she later had to reduce her Amazon stock due to the emergence of counterfeit products. Nevertheless, customer satisfaction remained high, with her genuine swaddles earning numerous five-star reviews.
Today, Dreamland Baby products grace the shelves of major retailers like Target, Bloomingdale’s, Baby List, and Nordstrom. As of 2025, the business has generated an impressive annual revenue of $2.5 million, with total sales surpassing $10 million. Tara has expanded her product offerings to include transition swaddles, sleep sacks, pajamas, blankets, and crib sheets, all available through her website, where customers can also find bundle packs. She actively engages with her audience on Instagram, sharing sleep tips for parents and customer testimonials. Currently, Dreamland Baby’s Instagram boasts over 245,000 followers.
As a side note, the latest season of Shark Tank (Season 16) is now airing, marking this season as the final appearance for Mark Cuban on the show.