SnoofyBee

What SnoofyBee does

SnoofyBee is a family-owned, direct-to-consumer e-commerce business headquartered in Albany, Oregon, that designs and sells baby care products. Its catalog is anchored by the Playtime Changing Pad, which integrates a redirection barrier feature, alongside the Queen Bee Backpack diaper bag, the Suction-Go-Bowl, and a newer Teether Toys collection. Products are manufactured in China and shipped to customers from Oregon through the company's own Shopify-hosted storefront, with bundle deals and international shipping (including Canada) extending reach beyond domestic single-item sales. The company monetizes through unit sales and bundle pricing on its DTC site, augmented by an affiliate program run on ShareASale and Shopify Collabs. SnoofyBee received national visibility from an appearance on ABC's Shark Tank. The business operates as an Oregon LLC founded and run by Amy and Mike Perry, with no disclosed external funding, employee count, or revenue figure.

Name

SnoofyBee

Legal name

SnoofyBee, LLC

Website

https://snoofybee.com

Company type

Private

Operating status

Operating

Short description

SnoofyBee is a family-owned, Oregon-based DTC e-commerce company that designs and sells baby care products, including its signature Playtime Changing Pad, diaper bag, suction bowl, and teether line, directly to parents through its Shopify storefront and affiliate channels.

Ownership category

akta.pro rank

Product category

Baby and Toddler Care Products

NAICS

Hobby, Toy, and Game Retailers (45912)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets) (CRAAAHAM)

Keywords

• Baby care products
• Changing pads
• Diaper bags
• Infant feeding products
• Parenting essentials

Headquarters

HQ city

Albany

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel

Revenue model

1. Product Sales: Direct e-commerce sales of baby/parenting products including changing pads, diaper bags, and silicone baby products. One-time purchase model with free shipping on US orders over $25. International shipping available with fees.
2. Affiliate/Referral Revenue: Commission revenue from recommending third-party products (children's safety and parenting items) on Amazon through affiliate links. Earns small commissions on customer purchases through these links.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

SnoofyBee is a family-owned e-commerce brand that designs and sells baby and toddler care products directly to parents. Its core offerings include the Playtime Changing Pad (featuring a redirection barrier to keep toddlers engaged during diaper changes), the Queen Bee Backpack (a one-handed access diaper bag), and silicone suction bowls. Products are manufactured in China and shipped from Albany, Oregon via the company's own Shopify-powered website.

Product overview

SnoofyBee is a family-owned baby and toddler product company offering a focused portfolio of practical parenting essentials. The core products include the Playtime Changing Pad (also marketed as the Excursion Changing Pad) and the Queen Bee Backpack diaper bag, along with the Suction-Go-Bowl silicone dish. The changing pads feature a unique redirection barrier design to keep curious toddlers engaged during diaper changes, while the diaper bag prioritizes one-handed accessibility for busy parents. The company also offers Bundle Deals for customers purchasing multiple products. Products are manufactured in China and shipped from Albany, Oregon. SnoofyBee was featured on ABC's Shark Tank.

Differentiator

Problem solved

Functional benefit

Products and services

• Playtime Changing Pad (Excursion Changing Pad) A multi-stage changing station designed for newborns through toddlerhood, featuring a redirection barrier that forms a toy hanging barrier across the child's lower chest to keep them engaged and away from messes during diaper changes. Soft for newborns, long and wide (37 x 27 inches laying flat) for toddlers; folds compactly to 13.5 x 7.5 x 3 inches. Made from 100% polyester with water-resistant polyurethane backing. Priced at $34.99 USD (sale) / $39.99 USD (regular).
• Deluxe Clean Hands Changing Pad A smaller-format changing pad with folded dimensions of 7 x 13 x 3 inches and laying flat at 27 x 26 inches with a 13-inch-wide lower portion. Features the redirection barrier that fits children up to 21 inches wide around the lower chest. Made from 100% polyester with water-resistant polyurethane backing. Designed for parents seeking a more compact clean-hands changing solution.
• Queen Bee Backpack A one-handed access diaper bag designed for parents managing babies and toddlers on the go. Features an insulated front pocket to maintain bottle/food temperature, a floating tech pocket to protect electronics, and smooth zippers engineered for single-hand operation. Targets parents who need to access all bag contents while holding a child.
• Suction-Go-Bowl A dual-compartment silicone suction bowl for toddlers, measuring 7 x 3.25 x 1.85 inches when closed. Suction cups stick to smooth surfaces to prevent tipping or throwing during meals; release tabs allow easy removal. Grey bowl holds 3/4 cup and colored bowl holds 1 cup. Made from high-quality platinum-cured food-grade silicone; safe for dishwasher, hand washing, or boiling.
• Bundle Deals Pre-packaged combinations of SnoofyBee products such as the Playtime Changing Pad Bundle offered at discounted prices for customers purchasing multiple items together.

Quantifiable outcome

• Products warranted until potty trained or age 3.5
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• ShareASale NetworkcoreGTM or Marketing PartnerAffiliate marketing program managed through ShareASale Network. The program enables bloggers, websites, businesses, and social influencers to link to SnoofyBee products and earn commissions on qualifying sales.
• ShopifycoreTechnology or IntegrationE-commerce platform powering the online store at snoofybee.com. Provides the infrastructure for product sales, payment processing, and order management.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Munchkin: Large baby products brand with broad assortment including suction bowls, diaper changing accessories, and baby gear. Overlaps with SnoofyBee on suction bowls and changing pad accessories, but operates at much greater scale and retail breadth.
• Fisher-Price: Mattel-owned giant in baby and toddler toys and gear. Overlaps with SnoofyBee on teether toys and baby gear at a much larger scale, and represents the kind of broad-line incumbent that could copy SnoofyBee's features if they gain traction.

Direct peers

• Summer Infant: Baby products company with a wide range including changing pads, baby monitors, and feeding items. Direct overlap with SnoofyBee on the changing pad category, with much broader retail distribution.
• Lassig: European baby and children's brand with a strong diaper bag and changing accessories line. Comparable product mix to SnoofyBee, particularly on changing pads and bags, though Lassig operates internationally and at broader scale.
• 4moms: Tech-forward baby gear brand selling high-design products direct to parents. Overlaps with SnoofyBee in the parenting essentials category with an emphasis on functional differentiation, similar to SnoofyBee's one-handed access design story.
• Boppy: Iconic baby products brand best known for nursing pillows, but also sells changing pad liners and covers. Comparable to SnoofyBee as a parent-focused brand selling functional baby care essentials.
• Itzy Ritzy: Designer diaper bags, teether toys, and baby accessories sold direct-to-consumer. Direct overlap with SnoofyBee on the Queen Bee diaper bag and teether toy categories, with a similar premium-DTC positioning.
• Skip Hop: Direct-to-consumer and mass-market retailer of diaper bags, changing pads, and baby gear. Overlaps with SnoofyBee on changing pads and diaper bags, but Skip Hop is a much larger, multi-category brand with broader retail distribution.
• Aden + Anais: Premium baby textiles and accessories brand sold direct-to-consumer and through specialty retail. Comparable to SnoofyBee on the parent-focused premium DTC positioning and curated product assortment.
• Ju-Ju-Be: Premium diaper bag and parenting accessories brand with strong DTC presence. Comparable to SnoofyBee on the diaper bag category, though Ju-Ju-Be skews to a higher price point and fashion-forward aesthetic.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/snoofybee

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SnoofyBee