This is the second post in a series where we will explore what we believe to be the 10 chief categories that comprise the As Seen on TV (ASOTV) industry. It is important to note that while most ASOTV products fall into one of these categories, it is not all encompassing.
The ten categories that we will be including in this series are health & beauty, pets, kitchen, storage, tools, exercise & weightless, bath, and children’s toys. Each week we’ll dive into one of these categories and take a look at some of the all-time top products in that category and explain why we believe they make great ASOTV products. In our industry, we typically consider an ASOTV product that sells over 2 MM units a good product. Great products (mega hits) can sell 10 MM units or more. However, actual financials and sales data for ASOTV products are typically unknown, so for the purpose of our blog we will define success by whether or not it made it to retail.
This week, we’ll take a peak into the ‘pets’ category and review some successful products, past and present.
Position: Entertains and stops destructive clawing or scratching.
Why we like it: Any cat owner will tell you that movement under blankets makes cats go crazy. This product took a well-known cat instinct and turned it into a product that provides a great visual demo for DRTV. One of my favorite parts of this product is that the humans don’t actually need to physically participate and can observe or get on with their daily ramblings while the cat plays. It is clear that this product took both the cat and the human into consideration, which is an important factor to consider when it comes to ASOTV pet products. Aside from the demonstration and great solution, it also simple to understand, solves a universal problem, has a small retail footprint and is inexpensive. Now I must ask, is this more entertaining for the cat or the human?
Position: No more cutting nails, cats groom as they play.
Why we like it: So, we’re biased. When inventor Michael Diep came to us with his idea for Emery Cat in season two of Everyday Edisons, we knew we had a winner on our hands. This product takes two common problems cat owners face: trimming cat’s nails and ripping up furniture and creates a simple yet innovative solution for both issues. Again, like the best ASOTV pet products, this product was developed with both the animal and owner in mind while meeting all other criteria that make up a good ASOTV product. Best of all, Emery Cat was created by an Edison Nation inventor. Bravo, Michael!
Position: No more messy floors with the Neater Feeder!
Why we like it: Are you starting to see a trend? Like the others before it, this product takes a common problem faced by pet owners and creates a simple solution with the help of a little bit of innovation. Feeding bowls are a very important part of pet ownership, yet very few improvements have been made to the original bowl concept. Uniqueness is definitely an important factor when it comes to ASOTV products, especially in a crowded category like pets. Beyond uniqueness, innovativeness, and universality, it’s the perfect size for retail and is inexpensive.
So far we’ve earned over $200 million in sales for our inventors.
We can help you get your great ideas on TV and in stores, at no risk to you.