Is this the latest kids' product that we're all about to become fascinated with?

This could be the new kids' product we're all about to become fascinated with! 

A children’s cutlery business, Doddl, is one of the first to pitch their product in the first episode of Channel 4’s new series Buy It Now.

In the new daytime show, hosted by Brian Conley, inventors of new products have just 90 seconds to demonstrate their item in the hope of securing a potentially life-changing order with a national retailer.

So, how does it work? The seller aims to convince an audience of real shoppers to buy the product, parting with their personal money.

If the seller makes a sale to the audience, they get the opportunity to do business with the retailers; if not, they are spun off the revolving stage making way for the next seller.

In today's episode, sisters Cat Dodd and Rosie Phelps-Goggin take to the stage with fellow business partner Laura Thomas.

However, the star of their pitch is Rosie’s daughter, Gabriella, who demonstrates the innovative cutlery, uniquely designed to suit the grip of a tiny hand.

The whole thing was adorable!

"Little Gabriella’s demonstration on stage really brought to life the product's benefits for busy families,” Rosie said.

Doddl Cutlery was founded by Cat in September 2013. After mealtime struggles with her three young children, through research, Cat identified that toddlers wanted to eat independently without parents having to feed them and set about designing a solution, the first of its kind.

Following a three-year journey through research, design, manufacturing and crowdfunding, the first sets of Doddl cutlery went on sale in 2016.

Just 18 months on, it is now stocked by major parenting retailers including Boots, Amazon UK, Amazon Europe and Kiddicare, plus outlets in France, Spain, Germany, Italy, Denmark, UAE, Hong Kong, China, Taiwan, Australia and New Zealand.

The first episode of ‘Buy It Now’, featuring Doddl children’s cutlery, airs at 5.30pm this evening, Monday 16th April.