HD Vision Visor

Description: A visor accessory
Main Pitch: "Reduce glare and turn your vision into high definition"
Main Offer: $19.99 for one
Bonus: HD Vision Sunglasses (free)
Marketer: IdeaVillage
Producer: NexTV
Website: www.HDVisionVisor.com
Prediction: On the fence

I can pretty much repeat my review of HD Vision Night Vision Wraparounds here. This is IdeaVillage's answer to a product that launched months ago (EZ View HD), and the commercial features the same in-car testimonials technique I found odd last time.

That said, I'm not prepared to draw the same conclusion about what will happen at retail. My gut was obviously wrong about the potential for the item -- the EZ View HD Website is still live -- but I question whether the item has enough response to fuel two campaigns. More to the point, this isn't as obvious of an HD Vision line extension as the night-vision sunglasses. Indeed, it strikes me as somewhat cannibalistic. (I suppose it's best to cannibalize yourself, though.)

One last thing: There is a key difference between this item and its competition. This one has two "lenses," one for day and one for night -- but I'm not sure that's an improvement. I actually think it over-complicates an otherwise straightforward product.

Catch-A-Light

Description: An LED lantern (of sorts)
Main Pitch: "Simulates the same effect as a jar of fireflies ... but the bugs never die"
Main Offer: $14.95 for one
Bonus: 2nd one (just pay P&H)
Marketer: Allstar
Producer: Morgan James
Website: www.CatchALight.com
Prediction: On the fence

Another LED lantern, just what we need -- but wait! This one is more toy/nightlight than lantern, and that might be enough to break the losing streak. After all, one of the most magical childhood memories I have is catching fireflies in a jar ...

Then again, that's my childhood. We didn't have immersive gaming consoles, tablets and mobile devices. In other words, maybe this is yet another analog idea in a digital world (or a digital imitation of an analog idea -- you get my point).

I also wonder if this is like the projection aspect of Dream Lites (see My Lil' Rainbow): A pitch that only works when it's attached to a plush toy. We'll see.

Hog Wash Scrubber

Description: A scrubbing sponge
Main Pitch: "When it's cold it's tough, and when it's hot it's gentle"
Main Offer: $10 for 3
Bonus: 3 more (just pay a separate fee)
Starring: Anthony Sullivan
Marketer: Telebrands
Producer: Sullivan Productions
Website: www.HogWashScrubber.com
Prediction: On the fence

This is some really neat technology that has received a lot of attention since it was introduced on ABC's Shark Tank under the name Scrub Daddy. But will the hype translate into sales? That's always the question in my mind, and my guess in this case is "no."

Dish-cleaning items (e.g. Magic Bristle Gloves/Magic Glove/Scrub Glove, Easy Dish, Microfiber Magic Sponge) generally do not do well on DRTV because there are just so many other options available.

I'm only thinking about the product in terms of DRTV response, though. Sometimes, a lot of hype can translate into retailer interest ... which can result in good retail placement ... which can result in solid sales based on that placement, the novelty of the item and the free awareness created by the hype. If anyone knows how to play that game, it's Telebrands -- so I wouldn't be surprised to see this one in the 'As Seen on TV' set.

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.

SciMark Report from December Response

Vince Offer & Invinceable

My final SciMark Report of 2013 is now available on the Response Website.

The items covered include: Vince Offer's Invinceable [ss], Allstar's Handy Charge [ss] and Lee Reherman's The Kruncher [ss].

Coming Soon

And here's another sneak peek, this time at what I'll be covering in the first issue of 2014:

• Allstar's Fiber Fix, starring Beau Rials & Lori Greiner
• SAS Group's Dutch Glow wood restorer
• Suzanne Somers' 3-Way Poncho

Check out the January issue of Response to see what I have to say about these new projects.