Tap Hooks

Description: Hanging hooks
Main Pitch: "The simplest way to hang anything ... just tap and hook"
Main Offer: $10 for two in white or oak
Bonus: Two more (just pay P&H)
Starring: Steve Harkey
Producer: Dynamic TV Marketing
Website: www.TapHooks.com
Prediction: Unlikely to succeed

The creative hits all the right notes, and it's good to see veteran pitchman Steve Harkey doing his thing, but this type of product has been tried before without success -- several times. For example, IdeaVillage tried a product that looked very similar to this one called Incredible Hooks back in 2008.

What makes this type of item tempting is the success of products in parallel categories. For example, Hampton Direct's Insta Hang, a picture hanging device, is enjoying some success. And years ago the late, great Billy Mays had a good run with Hercules Hook as well.

Weekly Round-Up

UFC star 'Hendo' is pitching Jam Gym

1. Blossom Up. Pitch: "Grow a gorgeous garden with fresh, delicious produce." Comments: Looks like work and like something only hard-core gardening enthusiasts would buy. [ss]
 
2. BluCase. Pitch: "The most amazing Bluetooth headset protective carrying and storage case on earth." Comments: Technology products are tough in general. Technology products that are only for specific devices (e.g. Toku) are even tougher. [ss]
 
3. Doodle Dome. Pitch: "A place to draw with light, anytime day or night." Comments: Pop-up tents. Glow-in-the-dark markers. What's not to like? [ss]
 
4. Drill Buddy. Pitch: "A laser level, drill guide and dust catcher all in one." Comments: IdeaVillage's Laser Straight had a decent run back in 2005. Not sure if it's time for it come back, or if this item is right for the resurrection. [ss]
 
5. Handy Eyes. Pitch: "The ingenious eyeglass case that holds two pairs right in the same place." Comments: Good creative, but I think this is a solution in search of a problem. [ss]
 
6. Huggy Pets. Pitch: "Turn your favorite pillow into a new best friend." Comments: 75th to market with a me-too solution. [ss]
 
7. Jam Gym. Starring: UFC star Dan "Hendo" Henderson. Producer: Bluewater Media. Pitch: "Get ripped, lean and mean at home with max-intensity body weight resistance training." Comments: Hendo is about to fight for the title, so the timing here is perfect. This test is also noteworthy because it's another example of the MMA trend in short-form fitness. It's official: Every legend of MMA now has a DR fitness product. [ss]
 
8. Kleva Catch. Pitch: "The ultimate 'seat gap' trap." Comments: Low on the problem scale. [ss]
 
9. Kool Spoon. Pitch: "Keep your food warm and your mouth unscorched with the next generation of spoons." Comments: Another solution in search of a problem. [ss]
 
10. Little Blue Elephant. Pitch: "Turn any toilet into a self-cleaning toilet." Comments: As I have remarked before, this category is dominated by entrenched brands. The last failed attempt to overcome that challenge was just this past winter (see item #4). [ss]
 
11. MagnaColor. Pitch: "Color and create in real 3D." Comments: This seems pretty involved for your average kid, but the end result (a 3D creation) has good "wow" factor. [ss]
 
12. My Pur Mist. Pitch: "The first handheld steam inhaler providing superior comfort naturally and immediately." Comments: The ultimate price for this ($50) puts it outside of the impulse-purchase range, and the market seems fairly narrow. You have to be a hard-core, chronic sufferer to invest in something like this. Also, they should be careful with those claims. [ss]
 
13. Spec Secure. Pitch: "Keep your eyewear investment safe when it's not on your face." Comments: As seen on ABC's Shark Tank. I admire the guy's enthusiasm and wish him well, but two similar solutions (e.g. iSpex, Spec Tamer) failed. In DR, the third time is never the charm. [ss]
 
14. TheraHeel. Pitch: "Safely peels away rough, dry skin and calluses." Comments: Good category, but this kind of solution has been tried on DRTV before without success. [ss]

Happy Back

Description: A back cushion
Main Pitch: "The custom folded-fit back support that's so unique it's patented"
Main Offer: $19.99 for one
Bonus: 2nd one (just pay P&H)
Producer: Blue Moon Studios
Website: www.OrderHappyBack.com
Prediction: Unlikely to succeed

This one is a long shot given the recent history of the back-relief category. Here's a short list of flops from the last five years:

• Total Posture (2012)
 
• TheraCurve (2011)
 
• Sit Right (2011)
 
• Comfort Curve (2010)
 
• LayBack (2008)

So it has almost been one flop per year. Miyashi, which had a decent run on DRTV, is the only ray of hope. However, this product is much more basic than that one, which vibrated and heated up.

Float It!

Description: A magic trick
Main Pitch: "LED anti-gravity card levitates, spins, hovers and illuminates"
Main Offer: $14.95 for the card, kit and instructional DVD
Bonus: "How to Float Borrowed Objects" kit
Starring: Criss Angel
Website: www.FloatIt.com
Prediction: On the fence

If this works, it will only be because of Criss Angel. On its own, the item would surely fail. That said, this would be a great fourth-quarter item, much like the two previous holiday hits it combines: the Fushigi floating ball and Criss Angel's own Platinum Magic Kit. The latter hit was an entire magic kit, though, and this is just one trick, so the odds of success seem a lot lower.

SciMark Report from July Response

My SciMark Report for July is also now available on the Response Website.

Reviews include: Amazing Arms [ss], Stream Clean [ss] and Zike [ss].