What an Invention! X Action

The inventor competition What an Invention! is produced in collaboration with Action, the well-known non-food discounter in Europe. On the show, we see passionate amateur inventors who believe that every practical challenge we encounter in our daily lives, has a smart solution waiting to be discovered. Which contestant has the most brilliant, must-have invention?

In the studio, the inventors present their products to both a professional and a public jury. The professional jury consists of an inventor/designer, Action’s head of purchasing, and a rotating familiar face. The inventors of the six best-rated inventions compete in the grand finale for the ultimate grand prize: the product will actually go into production and be sold across Europe.

Jasper Schilder, head of purchasing at Action and jury member on the show: “As a retailer, we are looking for an idea that is relevant for Europe, that can make the most people in Europe happy, and that can be realized sustainably.” The winner of the 2023 season is Wim van Vliet, an electrician and DIY enthusiast. He is the inventor of the Brush Vacuum. His invention has been included in Action’s product range, extending the lifespan of paintbrushes and solving the biggest problem painters face: brushes hardening. The Brush Vacuum is now available in over 2300 Action stores across 11 European countries.