Gerty Shark Tank Update — Shark Tank Season 17
Todd Schram’s hilarious yet heartfelt invention, “Gerty: Pet’s Best Friend,” turned heads in Shark Tank Season 17 Episode 2 with its quirky inflatable companion for dogs.
When Todd Schram, the creator of Gerty: Pet’s Best Friend, walked into the Shark Tank, he brought with him something the Sharks had truly never seen before — an inflatable human-shaped companion for dogs designed to reduce separation anxiety.
Todd began his pitch by introducing the emotional challenge behind his invention: the separation anxiety dogs suffer when their owners leave the house. Moreover, Gerty comforts the pets.
However, the question that looms is whether the Sharks will see potential in a doll built for pets?
About Gerty
| Category | Details |
|---|---|
| Business Name | Gerty |
| Founder | Todd Schram |
| Industry | Pet Care |
| Product | Inflatable emotional support doll for dogs |
| Investment Asked | $50,000 for 20% equity |
| Deal Status | Deal secured with Kevin O’Leary |
| Deal Outcome | $50,000 for 30% equity |
Coming from a hospitality background, Todd developed Gerty after he saw his own dog struggling with separation anxiety. The Gerty doll is designed with air chambers for U-shaped arms, a customizable face, and stability, and it also uses face stickers.
Owners can dress Gerty in their own clothes to transfer their scent, helping pets feel calm and connected even when they’re alone.
Todd then showed an inflatable doll, sitting on a chair, wearing a cap and clothes, smiling like a real person. The Sharks immediately burst into laughter, unsure whether to take it as a gag or a genuine business.
However, he quickly clarified that Gerty was no joke. The doll, he explained, was scientifically inspired by a dog’s reliance on scent and proximity. Pet owners can dress Gerty in their own worn clothes so that it carries their scent, creating a feeling of calm for the animal.
Gerty Shark Tank Pitch
Schram stormed the Tank, asking for $50,000 for 20% equity in his brand. He demonstrated Gerty, explaining how his product works and how it reduces separation stress in the pets. The “soft, seated, human shape, and similar facet” approach was central to his pitch.
The panel’s reactions were mixed: some were amused, others skeptical. Robert Herjavec, for one, called the concept “the rubber blow-up doll business” with hesitation.
Todd explained that each Gerty doll’s cost of production is around $7.50, and the selling cost is $39.99 on the official website and Amazon. Despite the modest numbers, he pointed to a massive U.S. pet care market, valued at over $143 billion annually, with an increasing segment for pet wellness and anxiety products.
He had sold about 200 units to date, generating around $7000 in revenue.
Todd admitted that the product was brand-new, and this type of business needs social proof. He launched just nine months before, and much of the early sales came from feedback on Amazon, organic media buzz, and word of mouth.
Though Kevin clarified that it is a creepy product scaring humans, Michael Strahan shared the same judgment.
What Makes Gerty Unique?
There are various things about Gerty, Pet’s Best Friend that make it unique:
- Emotional Design: The product, Gerty, is not about noise or movement—it’s about presence and companionship.
- Scent Association: By recommending users dress Gerty in their own clothes, the brand taps into familiarity to strengthen the illusion of being a companion around.
- Simplicity & Portability: No electronics, no power, no calibration. Just a simple inflatable companion. Lightweight, foldable, easy to ship.
- Customization Potential: The custom-face version allows pet owners to upload their own or loved ones’ faces, adding personalization.
Did Gerty Get A Deal On Shark Tank?
Todd shared that early buyers reported the feedback of reduced barking, less destructive chewing, and calm behavior when Gerty was left with their pets. Some even sent photos and videos of their dogs cuddling with Gerty.
This validation caught Kevin’s attention. Kevin also mentioned that Todd has proved that dogs don’t care about humans. With Gerty’s presence, humans just have to feed the dogs and do nothing.
Robert Herjavec couldn’t stop laughing and clearly mentioned that he doesn’t want to be in this business, but commended Todd’s creativity. The guest Shark, Michael Strahan, also refused to participate in the deal negotiations as he did not think this business was for him.
Barbara Corcoran and Lori Greiner did not invest for the same reason as the other Sharks. However, Kevin O’Leary, on the other hand, saw something other Sharks didn’t — novelty and viral potential. Known for investing in emotionally-driven consumer products (like Tipsy Elves and Wicked Good Cupcakes), decided to take the bet.
Thus, Kevin offered $50,000 for 30% equity in the brand. With no competing bids on the table, Todd accepted Kevin’s offer, securing Gerty’s first external investment.
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Where Can You Buy It?
Gerty products are currently available for purchase on the company’s official website and on Amazon. For more information, you can also check their Instagram page.
Quick Summary
- Todd Schram, the creator of Gerty: Pet’s Best Friend, walked into the Shark Tank Season 17 Episode 2.
- Todd showed a doll wearing a T-shirt and a cap, smiling like a real person.
- Kevin offered Todd $50,000 in exchange for 30% equity. When he asked for the same amount but for 20%, he hesitated, but the deal closed with Kevin’s offer.
