Last night's episode of Dragons' Den saw two Good Toy Guide-endorsed products, Karisma Kidz and PlayAway Case, appear in the hope of getting backed.
Karisma Kidz visited one of the Good Toy Guide's toy clinics at the toy fair last year and became the Good Toy Guide’s ‘One to Watch’.
The interactive doll failed to secure investment from the Dragons, but has since gone on to secure funding and deals with several big names, including O2 and Kurio.
PlayAway case did secure funding through the show, and was first involved in the Good Toy Guide's appearance back at the Ideal Home Show at Christmas in November.
"The support and guidance from the Good Toy Guide was really good, it was structured and positive and allowed us to really look at our product," said Jo Kerley.
“Being endorsed by the Good Toy Guide has added an extra depth to our brand. People recognise it has been tested and that offers consumers a piece of mind."
The Good Toy Guide's Dr Amanda Gummer added: "Start-ups are what keeps the toy industry fresh.
"The are the antidote to poorly thought out label slapping that some of the bigger companies engage in and the passion and dedication of the entrepreneurs is inspirational. It also helps independent retailers see products that the multiples miss out one due to volumes and distribution policies.
"For the Good Toy Guide, it's what gives us one if our USPs - consumers can find toys in the guide that are not in the major toy shops and really understand how those toys help children develop so they are more able to find toys that their children will really engage with.”