Ava the Elephant

Ava the Elephant Shark Tank update: is it still in business?

Ava the Elephant was pitched on the Shark Tank series premiere, which aired August 9, 2009. Tiffany Krumins created it while caring for a child who refused his oral medicine. She hid the dropper inside a friendly elephant that plays a recorded message of encouragement when a dose is given. On the show it was called "Emmy the Elephant," according to Wikipedia's season list and Looper; it was later trademarked as Ava. Krumins had no sales and, by her own account to Entrepreneur, only five clay prototypes. She asked for $50,000 for 15%. Most sharks called it an idea rather than a business. Barbara Corcoran offered the $50,000 but asked for 55%, and Krumins accepted. The deal closed. In a 2012 interview republished by NBC News, Krumins said Corcoran ended up investing more than $200,000 in total, and that the product was on shelves at more than 20 retail chains, starting with CVS, with about $1 million in sales over the prior 18 months. Krumins later stepped back from running the brand. Looper and Shark Tank Blog report she licensed it to Baby Delight (Looper dates this to 2018), and a Better Family press release says the company acquired Ava the Elephant in 2021. Is Ava the Elephant still sold? We found a current retailer listing priced at $9.99 when we checked on October 14, 2026, but could not confirm stock, and the old avatheelephant.com domain now redirects to an unrelated site. We are marking the brand as acquired.