Popup Play sparked imagination and excitement when it debuted on Shark Tank Season 8 back in 2017.
Founded by engineers Amelia Cosgrove and Bryan Thomas, the startup allowed kids to design custom cardboard playhouses through an app, blending creativity and STEM learning.
The concept was simple yet revolutionary kids could use a tablet to create something uniquely theirs, and Popup Play would manufacture and ship the design.
Despite landing a deal with guest Shark Chris Sacca, the path after the pitch was far from smooth.
Fast forward to 2025, fans are left wondering, what happened to Popup Play? Is it still in business, or did the once-promising company vanish quietly after its initial buzz?
What Happened on Shark Tank?
A promising pitch with a twist that didn’t stick
Founders Bryan and Amelia entered Shark Tank asking for $250,000 in exchange for 6% equity. Their pitch was polished and backed by numbers $330,000 in sales over 11 months, including $300,000 from a B2B automotive partnership.
While most Sharks were intrigued but skeptical about the scalability, it was Chris Sacca who saw potential. He offered $250,000 as a convertible note, capped at a $3 million valuation, rather than a straight equity deal.
“This is a future-facing product that fits right into the maker generation,” Chris Sacca said during the pitch, showing early optimism in Popup Play’s direction.
However, after the cameras stopped rolling, the deal never closed.
Popup Play Pitch on Shark Tank (Quick Info Card).
| Company name | Popup Play |
| Product | Custom playhouse for kids |
| Episode | Season 08 Episode 14 |
| Founders | Amelia Cosgrove and Bryan Thomas |
| Asked for | $2.5 million For 6% Equity |
| Final deal | $250,000 as a convertible note, with a $3 million cap |
| Shark | Chris Sacca |
| Location | Austin, Texas |
What Changed After the Show?
No spotlight after the Tank – a quiet exit
Unlike many Shark Tank alumni, Popup Play didn’t see a huge post-show surge. There was no website crash or viral spike in orders. Instead, the company quietly operated for two more years before ceasing operations in 2019.
“Shark Tank gave us visibility, but sustaining long-term interest from direct consumers proved more difficult than expected,” Bryan Thomas later reflected in an interview.
In an attempt to pivot, the team launched “Popup Tech” in 2017, offering their design and logistics platform to other brands for custom product development. Despite the pivot, momentum dwindled.
Social media activity stopped in 2017, and the company’s official website and app eventually went offline. There were no major retail partnerships, and the business could not expand internationally.
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Why Popup Play Shut Down
A concept ahead of its time or a model that didn’t scale?
Popup Play shut down around 2019. While the product was praised for its innovation, several challenges surfaced:
- High customer acquisition costs
- Reliance on a niche user base (tech-savvy parents and kids)
- Unclear marketing strategy post-Shark Tank
- Low traction in direct-to-consumer sales
Chris Sacca’s deal never finalized, and no other Sharks stepped in afterward. With limited traction and a lack of recurring revenue, the company quietly folded.
Growth, Setbacks, and the Founder’s Role Today
Founders moved on to new ventures after the shutdown
After Popup Play shut its doors, both founders transitioned to new roles in the tech and engineering space:
- Bryan Thomas founded Charge Theory, an EV fleet charging solutions startup, in 2019.
- Amelia Cosgrove joined Span, a smart energy management company, as Lead Engineer.
Their work since Popup Play reflects a shift back to core engineering, but their early venture still reflects the spirit of innovation they carry forward.
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Could Popup Play Make a Comeback?
Not likely, but the technology lives on
As of 2025, there’s no indication of a revival or relaunch. The technology behind Popup Play was solid, but the market fit never locked in. The founder’s shift into new ventures signals they’ve likely moved on.
Still, with the rise of at-home STEM education tools and AI-enhanced toy design platforms, a similar concept could re-emerge perhaps with better market timing and stronger consumer backing.
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TL;DR
Popup Play secured a Shark Tank deal but shut down by 2019 due to low sales traction and a failed investor follow-through.
FAQs
Is Popup Play still in business in 2025?
No, Popup Play shut down operations around 2019. Its website and app are no longer active.
Did Popup Play get a deal on Shark Tank?
Yes, Chris Sacca offered a convertible note of $250,000, but the deal did not finalize after filming.
Why did Popup Play fail?
Challenges included high customer acquisition costs, unclear marketing strategy, and limited consumer traction.
What are the founders of Popup Play doing now?
Bryan Thomas founded Charge Theory, and Amelia Cosgrove works at Span as a Lead Engineer.