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ReportersNotebook — General Merchandise, 6/27/11

BY Barbara White-Sax

SUPPLIER NEWS — Pampers has introduced Prints, a limited-edition diaper line with designs that include floral and polka dot prints for girls, and argyle and toy car prints for boys. The diapers are available through the summer in sizes 1 through 4.

Procter & Gamble’s
Tide brand is bringing its mobile laundry program to Missouri to provide free laundry services to victims of the recent tornadoes in the area. The program includes the Tide Loads of Hope truck outfitted with 32 energy-efficient Frigidaire Affinity washers and dryers. Collectively, Tide has washed more than 44,000 loads of laundry for more than 35,000 families impacted by disasters since the program launched in 2005.
In related news, the company announced the packaging for its Bounce, Downy and Tide brands will sport a retro look for a limited time, giving a nod to P&G’s past packaging for the products. The vintage packages will be available at Target from May 22 to June 10.

The world’s largest consumer-voted program that recognizes innovation in consumer packaged goods is calling on brands to submit their newest products. The Product of the Year USA awards will honor consumer brands that participate in the survey conducted by TNS, a custom research agency. U.S. shoppers will be called upon to vote and select a new generation of winners who will earn the POY endorsement in their product category — and will be given the opportunity to tout the Product of the Year logo on their packaging. The winners will be announced in February 2012. The final deadline to submit entries is Aug. 31.

Cool Gear has introduced a new set of reusable water bottles, cups and food containers that are designed to keep food and drinks chilled for a long period of time. The lineup includes the EZ Freeze Freeze n’ Lock leak-proof, stackable food storage containers; the EZ Freeze Eco 2 Go Gel Chiller reusable, double-wall insulated cup with lid and straw; the redesigned Pure line of on-the-go, 24-oz. water filtration bottles; and the Design-a-Bottle, which allows users to create a customized 20-oz., double-wall hydration bottle complete with personal photos, graphics and text by using the Design-a-Bottle feature on Cool Gear’s website.

Racing fans at the NASCAR Sprint All-Star Race at Charlotte Motor Speedway in North Carolina on May 21 broke a Guinness World Record for most flashlights simultaneously lit, dubbed “Light Up the Night.” Energizer outfitted race attendees with 65,000 Energizer LED headlights. The company also donated $30,000 worth of flashlights and batteries to the Greater Carolinas Chapter of the American Red Cross, as May 22 kicked off the start of Hurricane Preparedness Week.

Off! insect repellant has introduced its latest innovation, Off! Deep Woods Dry ($5.99 for a 4-oz. can), which offers comfortable protection in heavily wooded areas. The brand also introduced Off! Botanicals towelettes and lotions ($4.99 each), which are made with a plant-based repellent that protects against mosquitoes, black flies, gnats and no-see-ums.

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As Seen on TV now seen on drug store shelves

BY Barbara White-Sax

As Seen on TV products are grabbing more space in chain drug stores. “Consumer interest is higher than it has ever been,” said AJ Khubani, CEO and founder of TeleBrands. “More retailers are recognizing the importance of the category. More are getting into the category, and those already in the category are giving it more shelf space.” Some of TeleBrands’ hottest new products this year have been Chef Basket, Aluma Wallet, RoboStir and One Second Needle.

Health and beauty care and fitness products have always been a draw, but pet products and kitchen gadgets are growing segments. “People are willing to spend on their pets, so that’s one segment that’s remained strong,” said Peter Koeppel, president of Koeppel Direct.

“The kitchenware segment of the As Seen on TV category is growing tremendously at retail,” said Dan Sackett, president of First 2 Market Products. Sackett said that products that save consumers money by keeping food fresh longer, such as First 2 Market’s Gripstic, are particularly popular with consumers.

“The toy segment remains particularly strong,” said Ron Boger, chief operating officer of IdeaVillage Products. “It’s the least affected by the economy,” he said. Some of IdeaVillage’s most popular products have been the Ahh Bra, the No. 1 infomercial for the last six months; Wuggle Pets; the Miyashi Pillow; and Criss Angel Mindfreak Platinum Magic Kit.

Koeppel said products retailing for $9.99 and $14.95 have had the strongest sales. “Price points have come down a bit because of the economy,” he said.

High traffic locations are crucial to sales since the category is high-impulse, according to Khubani. Retailers are merchandising ASOTV items in one location, usually in the center general merchandise aisle, and often supplementing with endcaps.

 

 

The article above is part of the DSN Category Review Series. For the complete As Seen on TV Mid-Year Report, including extensive charts, data and more analysis, click here.

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naksh says:
Mar-01-2012 01:58 am

A comprehensively detailed and attention grabbing review that you wrote in this article. I am really convinced the way you look. The way you describe the whole Grants for Veterans thing is simple and understandable

S.MAGGIO says:
Jun-24-2011 11:37 am

Interesting data, especially the price points. Many of the As Seen on TV items are available wholesale to Retailers on the site EZwholesaler.com for more information call 800-504-2209 or email [email protected]

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Getting clothes colorful with Stained by Sharpie

BY Allison Cerra

OAK BROOK, Ill. — Sharpie is encouraging consumers to let their imaginations run wild with a line of fabric markers.

Stained by Sharpie markers feature a new fade-resistant ink that is made for optimal performance on most fabric surfaces. Color selections include black, blue, red, green, pink, orange, yellow and purple.

Stained by Sharpie is available in four-pack, five-pack and eight-pack varieties at suggested retail prices of $9.78, $12.22 and $19.56, respectively.

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