Description: A case for Nintendo DS games that keeps them from getting lost
Main Pitch: "With its patented locking mechanism, kids have to put the played game away before they can get the next game to play"
Main Offer: $14.95 for 12-game case in purple or blue
Bonus: A 6-game travel case (just pay separate S&H)
Marketer: Innadaze
Website: www.GameChamber.com
Prediction: Unlikely to succeed
This product has two serious weaknesses, depending on which perspective you take.
From the perspective of a kid's item, it won't work because such items need to appeal to kids as well as parents. That means they have to be cool, and being responsible with your games has zero cool factor. This is a "nanny" type product.
From the perspective of an adult's item, it won't work because the target demographic is wrong for DRTV. Parents with children of an age where lost video games are an issue will be in their 30s and 40s (as shown in the commercial). Most DRTV buyers are 50 or older. So this campaign is fishing in the shallow end of the pond.
I also find the narrow focus on Nintendo DS games to be an obvious problem. This campaign is targeting a segment of a segment: Parents with children of a certain age who also have a Nintendo DS. That's slicing the market too thin for a mass-market medium like DRTV.
In summary, this product fails the D7 because it isn't age appropriate, and it fails the S7 because it isn't correctly targeted. But that just means it isn't right for DRTV. What I like about the item is it solves a common problem, and I think it might have potential in another channel of sale.
