Description: Pillow Pets that glow
Main Pitch: "Just squeeze the paw and they light up"
Main Offer: $29.95 for one
Producer: Infomercials Inc.
Prediction: Likely to succeed
It's easy to predict success for this project. First, the basic concept (a pillow that lights up with LEDs) has already been successful. It's called Bright Light Pillow, and it's No. 26 on my True Top Spenders for 2012.
Second, Ontel is well into the sort of brand-extension strategy I discussed in my most recent Response column. In this variation, the big success (Pillow Pets) becomes a so-called "umbrella brand" for the line. Dream Lites (No. 6 on my True Top Spenders for 2012) was first, and now this item. Regardless of its profitability on TV, it is all but guaranteed to get ad support and go to retail, where I'm sure it will do well -- especially in fourth quarter.
Finally, this project comes with another great commercial from the folks at Infomercials Inc. The way they are able to capture childlike wonder in their commercials is unparalleled.
An interesting side note: This is the second IdeaVillage 'idea' Ontel has borrowed to expand its Pillow Pets line. As mentioned, this product follows Bright Light Pillow, an IdeaVillage success. Lesser known is that Dream Lites followed Dreamy Time Turtle, an IdeaVillage near-miss that essentially did the same thing.
Another interesting side note: Just like this isn't the first time a glowing pillow has been done, it also isn't the first time a glowing pet has been done. About this time last year, Telebrands acquired and tested a glowing bear called Glow Buddy that failed to roll out.