Beth Benike knows a thing or two about problem-solving. As a veteran, mom, and founder of the brand Busy Baby, she has built her company from a homemade invention to a national success. Her silicone placemats with attached tethers keep baby toys (and sanity) off the floor during meals, a solution she dreamed up after a hectic lunch with fellow new moms. "The entire lunch was just picking things up off the ground," Beth recalls. "So I came up with something simple: a placemat with tethers."
Beth turned that simple idea into a real business. After appearing on Shark Tank, her company took off. She brought her brother on board, grew a team, and expanded the product line to include bottle straps, teething toys, and other smart baby solutions. Her journey is a true family affair—one powered by creativity, perseverance, and a whole lot of heart.
But today, Beth’s company faces an unexpected crisis: skyrocketing tariffs that threaten to undo years of hard work. She chatted with ParentCo. about the challenges ahead, and what parents can do.
A Sudden Setback
In early April 2025, the U.S. announced a new wave of tariffs on goods manufactured in China—including Busy Baby products. "We have $158,000 worth of inventory ready to come into the U.S.," Beth explains. "Now, it will cost $230,000 to import it. We just can't afford that."
The impact is immediate and potentially devastating. Beth had just landed major deals with Target and Walmart—a milestone for any small business. But to fulfill those orders, she had to pay upfront for inventory, relying on loans secured against her home. Those stores won’t pay her back for 45 days after each shipment.
"If I run out of what I have in the warehouse now," she says, "I won’t have revenue coming in. That means I can’t pay my employees, I can’t pay myself, and I could lose my house."
Building a Business as a Mom
Beth founded Busy Baby as a brand built by and for families. Her kids have grown up alongside the business, literally. They help pack boxes, tag products, and build robots out of leftover cardboard at the company’s warehouse. "It’s a total family affair," Beth says. And while the products were designed for babies, they often stick around long after: one strap originally created for baby bottles now keeps her son's Gatorade attached to his soccer bag.
"We design everything to keep things within reach and off the ground, whether you’re at home or on the go."
The Bigger Picture
Beth has been vocal about how these new tariffs impact small businesses like hers. She recently appeared on The Daily podcast and has spoken with local representatives in hopes of getting an exemption for SBA-registered small businesses.
"We can't move our manufacturing to the U.S. even if we wanted to," she says. "There just aren’t facilities here that can produce our products."
Some critics have suggested that companies manufacturing overseas brought this upon themselves. Beth’s response? "We started in China because we had to. Our factories are amazing. This isn’t about politics. This is about survival."
A Global Pivot
Amid the uncertainty, Beth is doing what she does best: finding another way. Her inbox is full of encouraging messages, some from strangers, others from fellow entrepreneurs, and even direct competitors offering distributor lists and contract templates.
"We’re figuring out how to go global," she says. "We’ve heard from people in Canada, Australia—we’re looking at international distribution because it might be our only option."
What Parents Can Do
For now, Beth hopes parents will continue to support small brands like hers, especially those feeling the squeeze from policy changes. Buying directly from businesses, spreading the word, and simply showing solidarity can make a difference.
Her advice to other entrepreneurs facing uncertain times? "Focus on your mental health. Go for a walk, swing on a swing set, spend time with your kids. It’s easy to feel overwhelmed, but we have to take care of ourselves, too."
Beth’s story is one of resilience and ingenuity—qualities every parent can relate to. And like so many of us, she’s showing up, figuring it out, and doing her best to hold it all together.
"We’re all in this," she says. "We have to support each other."
