A baby essentials brand, established in May 2023, operates on prominent platforms like Amazon, Walmart, and its own website. The primary product is a 10-piece silicone baby-led weaning feeding set, complemented by a range of other baby items such as spoon sets, pacifier cases, teethers, head protector backpacks, car seat covers, and sippy cups. In the past year, the brand generated sales of $633,938, dividing across Amazon ($468.5K), Walmart ($161.7K), and Shopify ($3.7K). With over 41,000 units sold, the net result, after costs including $153K in advertising expenditure (comprising 24% of sales), is approximately a $11K loss. However, the profit before advertising stands at approximately $142K. The brand is currently close to break-even, citing aggressive advertising strategies to maintain ranking and high Walmart fulfillment fees for lower-priced items. Sales have decreased from the December 2025 peak, and potential exists for profitability if advertising is managed more tightly and focus is shifted towards best-selling products. On Amazon, the top-selling items include the silicone feeding set, spoon and fork set, head protector backpack, waterproof car seat cover, and silicone pacifier holder case. On Walmart, sales are led by similar items. The brand offers a US trademark, Amazon Brand Registry, website domain, brand assets, supplier introductions, and post-sale support in the sale. However, it is an asset sale without the transfer of seller accounts, and inventory is sold separately at cost upon closing.