$1Mfor 10%
Protein Candy
Valued at $10M
The pitch
Stacey Laviolette and Keith Lanctot from Ottawa, ON, pitched My Friend Toothy in Season 20, Episode 10, asking the Dragons for $60K for 20% of the company.
- Asked for$60K for 20%
- Valuation$300Kimplied by the ask
- OutcomeNo deal
Offers in the Den
| Dragon | Offer | Result |
|---|---|---|
| Michele Romanow | No offer, feels concept is missing the gamification utility of comparable products | Out |
| Manjit Minhas | No offer, thinks it is too early stage | Out |
| Wes Hall | No offer, went out mainly because founders wanted to work with Arlene Dickinson | Out |
| Brian Scudamore | No formal offer, encouraged founders and hoped they would work with Arlene Dickinson | Out |
| Arlene Dickinson | No investment offer, but offered to mentor and help the founders instead | Out |
Stacey Laviolette and Keith Lanctot, from Ottawa, asked for $60,000 for 20% of My Friend Toothy, a children's oral care brand built around a mascot character named Toothy. Their Toothy Toolkit includes an educational book teaching brushing and flossing, an accountability sticker chart, and a comfort plush with a pocket for the tooth fairy; the kit costs $8 to make and retails for $49.99. The company launched in 2022 with $45,000 in first-year sales, $46,000 in the second year, and $90,000 in the most recent year, selling through women's shows, parent-child expos, cottage shows and about 100 dental clinics as new-patient gifts.
Michele Romanow, Manjit Minhas, Wes Hall and Brian Scudamore all declined to invest, questioning the product's gamification and utility compared to similar brands and noting the business is still early stage. Arlene Dickinson did not make an investment offer but agreed to mentor and help the founders informally, and no equity deal was made.
Pitch details from CBC’s Dragons’ Den pitch page.
My Friend Toothy today
- StatusIn businessLast checked September 2026
My Friend Toothy is still operating and sells through its website.