Description: A light-up toy
Main Pitch: "Adorable night light friends that turn bedtime into funtime"
Main Offer: $14.95 for one
Bonus: Lower price on additionals
Prediction: Likely to succeed
My prediction for this project is based on category history and the fact the execution is flawless at every level. Even the Website is awesome with its interactive "switch" feature. (Check it out for yourself: It's really cool!)
That said, there are valid concerns as well. This is not a plush toy, so it's not as huggable or lovable. Of course, that may also be a good thing since plush has been done to death! The toy is also not very interactive. It glows, and that's it. That didn't hinder Glow Pets, or Pillow Pets for that matter, but those toys were highly huggable/lovable.
What this boils down to is a SciMark-style experiment to discover what drives the success of products like this. Allstar and the H-M team have artfully isolated the 'fear of the dark' problem and presented a great solution. We'll see what happens ...