November 25, 2012

Kitty Carousel

Description: A cat toy
Main Pitch: "Keeps your kitty entertained at play both night and day"
Main Offer: $19.99 for one
Bonus: 2nd one (just pay P&H)
Marketer: Lenfest
Producer: Concepts TV
Prediction: Unlikely to succeed

I'm generally down on pet toys for DRTV. Every one I can think of has failed, including items like this one (see Mouse Chaser). That's because the pet category is not immune to the requirements of the Divine Seven -- with the possible exception of price. The issue here: Not solving a problem.

The best pet items for DRTV are the ones that solve a problem for both the pet and the owner. Emery Cat, for example, satisfied a cat's natural urge to scratch while keeping cat owners from the unenviable task of trimming their cat's claws. Incidentally, that spot was also done by Concepts, the experts in 'cat DR' -- if there is such a thing.

The bottom line is that items like these are really just novelties intended for amusement (in the same way teasing your cat with a laser pointer is amusing). Like in some other categories -- hair gizmos come to mind -- there's a 1 in 50 chance you could hit it just right and find a toy that resonates with a majority of cat owners. But those are pretty long odds for anyone who wants to keep their shirt in this business.

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