July 08, 2013

BrushPets

Description: A toothbrush for kids
Main Pitch: "Talking toothbrushes ... come in many of your favorite Pillow Pet characters"
Main Offer: $14.95 for one
Bonus: 2nd one (just pay P&H)
Marketer: Pillow Pets
Producer: Dynamic TV Marketing
Website: www.BrushPets.com
Prediction: On the fence

This is a cute idea, but it only makes sense as a retail brand extension (if retail-only extensions make sense) or bonus item. As a stand-alone DRTV item, it has very long odds because the toothbrush category is cluttered with character toothbrushes of every variety.

Even if we were to assume Pillow Pets is a real brand with sufficient fans (a huge assumption), there are much more powerful brands out there competing for kids' attention.

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