Is YU Ubag Still in Business? (2026 Update)
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Look for YU Ubag on AmazonFull story →Kellie Forbes and Gill Hayward, two mothers who met working at a London ad agency, pitched a children's backpack doubling as a portable activity centre, complete with a foldout desk, into series 10, episode 3.
The company is still going, just wearing a different name today.
Two Dragons who covered different ground
Forbes and Hayward wanted £60,000 for 30% of the company, and Deborah Meaden and Peter Jones jointly funded the full amount. Meaden's instinct for a well-run consumer brand paired with Jones's retail and distribution muscle gave the founders a genuinely complementary pair of backers.
That capital fed a real growth spurt: by the founders' own telling, one Christmas saw a bag sell roughly every 12 minutes, and the range spread into several overseas markets not long after.
From YUUbag to a broader name
The business has since rebranded as YUUworld, widening the catalogue well past the original backpack into travel and everyday activity bags, and pursuing newer additions like a GPS-equipped model.
A crowdfunding round run through AngelsDen after the original pitch suggests the founders kept reinvesting rather than winding things down, and later case-study coverage of the brand's product development points to a company still actively building.
The bottom line on the name change
If you remember this one specifically as YUUbag, know that the core idea, an ergonomic pack with pockets, a desk and bundled activities for children roughly seven to twelve, is still the backbone of what the company sells today.
It simply operates under a bigger banner now, one that covers more of childhood than the single product that first walked into the Den.