January 02, 2014

My Lil' Rainbow

Description: A rainbow projector
Main Pitch: "Give them a rainbow every day, rain or shine"
Main Offer: $19.95 for one
Bonus: None
Marketer: Allstar
Producer: Hutton-Miller
Website: www.MyLilRainbow.com
Prediction: On the fence

After the huge success of Pillow Pets, Ontel went on to prove several times that its mega-hit wasn't an outlier. (Indeed, there were more plush toys on store shelves last quarter than anything else!) One of those subsequent successes was Dream Lites, which raised a new question in my mind: Are projection toys also a viable DRTV category?

Telebrands already made one attempt to answer that question with its Starry Nite Clock, which doesn't appear to have gone anywhere. This project represents another attempt. The item is certainly magical enough, but I worry the rainbow will appeal only to girls, resulting in the 'segment of a segment' problem.

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