November 19, 2015

Jitter Critters

Description: A dog toy
Main Pitch: "Interactive motion and sound dog toy will keep him busy for hours"
Main Offer: $10 for "Rockin' Raccoon"
Bonus: "Frenzy Fox" (just pay a separate fee)
Marketer: Telebrands
Producer: Sullivan Productions
Watch the spot

Was Telebrands' 2010 hit Crazy Critters an outlier? Following my rule of three, the answer is heading toward "outlier." The no-squeak version of Crazy Critters -- 2013's Hushies -- failed.

On the other had, this borrows a few lessons from Wobble Wag Giggle Ball, a rollout this year from Allstar/Lenfest. It could be viewed as a cross between that hit and the aforementioned hit. Does one past hit plus one present hit equal one future hit? I guess we'll find out.

S7 Analysis: Much like toys for kids, toys for pets always fail the needed question and usually pass the different test. That's the case here, although I wonder if the recency of Wig Wag diminishes the perception of difference.

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