As Seen On TV products have gained valuable shelf space at drug chains, becoming a formidable department instead of just an item-driven business.
Its evolution is thanks to industry leaders Telebrands, Ontel, IdeaVillage (each individually owned by one of three Khubani brothers) and Allstar Products Group. Together they account for a significant portion of sales for the category whose customers are early adopters and seek new, innovative and value-driven products.
“We’ve seen varying levels of commitment from drug chains,” said Angelo Bianco, sales manager at Telebrands. “Some dabbled with 4 ft. of space and expanded it to 20 ft. when they recognized the potential, while others choose to approach it more cautiously.”
Drug chains continue to have a barrage of new products to consider each selling season. Hot for IdeaVillage for holiday 2011, said COO and EVP Ronald Boger, will be Wuggle Pets, an at-home stuffing machine with skins to create plush animals. A second round of support also is planned for the Criss Angel Platinum Magic Kit, the highest sell-through of all products last year.
TeleBrands is excited about Slice-O- Matic and My Zone, wireless headphones with a built-in FM tuner.
Allstar Marketing Products is focusing on existing strong seller Snuggie, as well as newcomers EZ Moves, Eggies, Perfect Meatloaf and Swivel Store. “The items are heavily advertised so the impulse nature ... will drive sales,” said Anne Flynn, VP marketing for Allstar Products Group.
The article above is part of the DSN Category Review Series. For the complete As Seen On TV Buy-In Report, including extensive charts, data and more analysis, click here.