Cool Wazoo is the first convertible changing pad, quickly and easily transforming into a shopping cart cover, highchair cover or swing insert for baby. The family-focused company wants to make moms' lives simpler, memorable and less stressful. Good work.

We were there in the nascent stages. Brainstorming about identity, names, textiles, brand, positioning. goals, objectives, product story and private labeling.

Cool Wazoo made its debut on Shark Tank and is now licensed to Kids II, becoming a diaper bag staple for moms everywhere.