As Seen On TV Blog | News | New | Products | Infomercial

It has been a while since the SeenOnTV Express blog looked at some of the famous faces of infomercial products.  Ron Popeil may have been the biggest name in infomercials for the previous generation, but more recently, Billy Mays was the name most people associated with As Seen On TV marketing.  However, Mays’s death in 2009 left DRTV marketing looking for a new spokesman, and Mays’s friend and colleague Anthony Sullivan quickly became a household name by selling As Seen On TV household products.

Born in 1969 in Devon, England, Anthony “Sully” Sullivan perfected his pitch on the streets of London, modeling his techniques after the street vendors of that famed city.  When he came to the United States in the 1990′s, he became a product demonstrator and pitchman for the product that would come to be known as the Smart Mop.  When Home Shopping Network (HSN) executives spied Sully, they quickly hired him and launched the Smart Mop into a top-selling As Seen On TV cleaning product.

Before long, Sully was so successful that HSN promoted him to prime time.  After he fulfilled his one-year contract as network show host, Sully realized that he was destined for greater things.  He left HSN to launch his own business, Sullivan Productions.  Sullivan Productions is the creator of commercials for some of the hottest selling infomercial products:

• Swivel Sweeper
• Kaboom
• OxiClean
• Aluma Wallet
• Jupiter Jack
• Heeltastic
• One Second Needle
• H20 Mop
• and more

In 2009, Sully co-starred in the Discovery Channel series Pitchmen, for which he was an Executive Producer, along with fellow infomercial star Billy Mays.  After Mays’s death, Sully continued the series alone in 2010 and 2011.  The series is now available on DVD.

Though Mays’s death left a void, Sully was quickly able to fill his friend’s shoes, becoming the new face of OxiClean, and in fact, the most recognizable face of infomercial products today.  Sully is the main spokesman for A.J. Khubani’s Telebrands, leader in direct response television marketing and creator of the “As Seen On TV” logo.

According to his website, Sully has “launched over twenty products, sold hundreds of millions of millions of dollars worth of merchandise and has been recognized a record breaking three times for making the best commercial of the year by the Electronic Retailing Association.”   He has appeared on The Late Show with Conan O’Brien, and he has been featured on NBC’s 20-20, ABC’s Nightline , CBS, USA Network , BBC, Fox News, Rachel Ray, and Access Hollywood.

In an industry that has recently been rocked by scandal (Vince Offer’s legal troubles and Don Lapre’s federal fraud charges and suicide, for example), Anthony “Sully” Sullivan offers a sense of trust and security.  Along with his reputation and charm, Sully’s personable quips have the audience loving him.  It seems like he’ll continue as one of the industry’s leading pitchmen for years to come.

After all, as Sully says, “Life’s a pitch, and then you buy.”

It is hard to believe that it has been nine years since the invention of a product that revolutionized children’s comfort and precipitated a spate of dual-purpose As Seen On TV products for kids.  What was the groundbreaking product launched in 2003?

Pillow Pets sold like crazy, becoming one of the most popular Christmas gifts in 2003.  As a stuffed animal/pillow combination, Pillow Pets appealed to kids’ love of cuddly things and it appealed to their parents’ desire to comfort their children without adding more clutter.  By serving as both a soft plush animal and a pillow, travel became easier, naptime became easier, TV time became easier.  A child playing with his favorite stuffed animal could take snuggling a step further by just falling asleep on it.

Since then, several other As Seen On TV products for children have followed the dual-purpose model of Pillow Pets:

• Happy Nappers -- Unzips and reverses from a play pillow shaped like an animal’s home to a plush animal that resides within it.  For example, a castle reveals a dragon, a doghouse reveals a puppy, and an igloo reveals a penguin.
• Blankid Buddy -- Blankid Buddies take the two-in-one animal/pillow idea to the next level.  Each Blankid Buddy is a backpack, blanket, pillow, and stuffed animal--a four-in-one cuddle companion that is ideal for travel.
• Pawggles -- Pawggles differentiate themselves by breaking away from the pillow idea.  Rather, Pawggles (from “paws” plus “giggles”) are stuffed animals that convert to funny house slippers.

The newest As Seen On TV kids’ offering in the animal/bedtime genre is CuddleUppets.  A CuddleUppet is most similar to a Blankid Buddy in that both are animal/blanket combinations.  However, each CuddleUppets animal is a puppet rather than a regular stuffed animal.  In addition, CuddleUppets feature a large blanket measuring 28″ by 39″, big enough to wrap around your child.  A CuddleUppet can be used as a puppet alone, and it can be used while your child is swaddled in the blanket.   Even as your child sleeps, the CuddleUppet puppet head can be used much as any “lovey.”

CuddleUppets come in six styles and colors:

• Poodle (pink)
• Monkey (purple)
• Puppy (yellow)
• Crocodile (green)
• Elephant (blue)
• Bear (brown)

CuddleUppets features special quantity pricing; the more you buy, the more you save.  Because CuddleUppets are puppets and not mere stuffed animals, having the full menagerie can make for some fun puppet shows for your kids.

For your first SeenOnTV Express blog post of 2012, we’re going to bring back Way Back Wednesday, looking back at the As Seen On TV products that have shaped the infomercial products of today.  Since the new year brings with it resolutions to lose weight and get fit, this week’s Way Back Wednesday post is going to focus on one of the leading As Seen On TV fitness gurus.  No, we’re not talking about Jane Fonda or Richard Simmons here.  We’re talking about none other than direct response marketing’s hirsute hero Tony Little.

Tony Little is perhaps best known for marketing the Gazelle in his fitness infomercials.  The Gazelle is not a treadmill, cross coutry ski machine, or elliptical trainer; rather, it is a “glider.”  To get a low-impact aerobic workout, Gazelle users glide their legs back and forth as seen in this iconic infomercial for Tony Little’s Gazelle:

However, Tony Little does so much more than the Gazelle.  In fact, he has more than 130 products ranging from exercise equipment such as the Gazelle, the Ab Lounger, and the X-Band Exerciser to Cheeks Footwear fit body shoes.  From pillows to bison meat, Tony Little sells just about anything designed to help his followers live a healthier life.

Tony Little has become such an infomercial legend that he has been featured on ABC News’ Nightline and Forbes Video.  The Forbes feature demonstrates how Tony Little has overcome adversity in order to build an infomercial fitness empire totaling more than $3 billion in product sales:

Nightline‘s in-depth feature looked at Tony Little from all angles, from his famous hair to this “best of Tony Little” montage:

Tony Little’s As Seen On TV exercise equipment makes his workouts look completely achievable.  Whereas the current trend in infomercial fitness is videos and equipment that look hard-core, Tony Little portrays his products as low-impact yet effective.  He encourages viewers through his trademark, “You can do it!”

What you can’t do, however, is get this picture out of your head:

You’re welcome.

We’ve talked recently on the SeenOnTV Express blog about ways to look slimmer with no effort (Kymaro Body Shaper for women and Slim T for men) and ways to improve muscle tone with little effort (Flex Belt and Flex Mini).  Though there are many As Seen On TV exercise videos and equipment that are low-impact and moderate intensity, perhaps the hottest selling infomercial exercise videos are the extreme workout routines from Beachbody.

Among the best selling Beachbody videos are Insanity with Shaun T. and Tony Horton’s P90X.  Recently, Shaun T. released a new version of his popular Insanity workout entitled The Asylum, a thirty-day sports training workout.  Now, Tony Horton and Beachbody are expanding their offerings for die-hard P90X fans with the release of P90X2.

P90X2 is more than just a new set of workouts to replace P90X; it is designed to build on the successful transformation of those who have completed P90X by increasing agility and athleticism.  P90X was created to transform bodies into the best shape of their lives, replacing fat with muscle through a technique of Muscle Confusion.  P90X2 continues with Muscle Confusion but also incorporates Post-Activation Potentiation (P.A.P.), a groundbreaking exercise technique based on two additional years of research and development by the fitness experts and sports scientists at Beachbody.

P.A.P. essentially combines heavy strength training with plyometric exercise to engage more muscles during and after a workout.  This explosive combination increases stamina, agility, core strength, and overall athleticism.  P90X2 is not designed as a replacement for the original P90X; it is not simply more of the same.  Rather, P90X2 takes fitness to the next level.

In this video, Tony Horton explains the difference between the original P90X and the all new P90X2:

Because the P90X2 workouts are completely new and different from the previous series, new equipment may be necessary.  When you order the P90X2 workout kit, you have your choice of three packages, depending on what equipment needs you may have:

• P90X2 Base Kit:  12 workout DVDs, 1 How to Bring It Again DVD, P90X2 Workout Guide, P90X2 Nutrition Guide, P90X Workout Calendar
• P90X2 Deluxe Kit:  everything included in the Base Kit plus a foam roller, two 8-pound medicine balls, a premium stability ball, and two additional extreme workouts:  V-Sculpt and Chest + Shoulders + Tris
• P90X2 Ultimate Kit:  everything included in the Deluxe Kit plus Tony Horton’s PowerStands

The twelve P90X2 workouts use strength training, plyometrics, yoga, and core strength exercises and routines based on Muscle Confusion, but they incorporate P.A.P. to take your workout beyond the original transformation of P90X and into increased athletic ability, stamina, strength, and agility.  P90X2 workouts include:

• X2 Core
• Plyocide
• X2 Recovery + Mobility
• X2 Total Body
• X2 Yoga
• X2 Balance + Power
• Chest + Back + Balance
• X2 Shoulders + Arms
• Base + Back
• P.A.P. Upper
• P.A.P Lower
• X2 Ab Ripper

Staff members at SeenOnTV Express who have used the original P90X saw phenomenal results with the original program and look to build on their efforts with the all new P90X2.

Look out now.  SeenOnTV Express is going to be too hot to handle and too fast to catch . . .

With both AccuWeather and the 2012 Farmer’s Almanac predicting another cold, brutal, stormy winter, it is best to get prepared while things are still relatively pleasant outside.  Having a longstanding reputation for being The Biggest Cold Weather Wimp Ever, I am personally quite excited by all of the As Seen On TV products designed to keep me snug and cozy all winter long–without wrecking my utility bills.  Whether you are looking warm yourself, your house, or even . . .yes . . . your dog, SeenOnTV Express has the top selling infomercial products to make for a cozy winter despite the bleak forecast.

As Seen On TV Blankets and More

Wrap up in comfort to keep yourself, your kids, and your pets snug as a bug.

• Snuggie:  choose from the original Snuggie, Designer Snuggie, Snuggie Varsity, or even Custom Snuggie
• Snuggie for Kids:  especially designed in a smaller size for children
• Snuggie for Dogs:  fits much more easily than tight pet sweaters and still allows freedom of movement
• Forever Lazy:  more than a blanket with sleeves, Forever Lazy is like a blanket with sleeve and legs–one piece for warm comfort no matter what you’re doing  . . . or not doing.

As Seen On TV Heaters

The exquisite look of Amish craftmanship paired with safe, radiant heat make As Seen On TV Heaters a popular way to cut utility costs while staying cozy even on the coldest of days.

• Heat Surge Hand Crafted Amish Electric Fireplace:  puts out 4606 BTUs of heat through a realistic, flickering flame, giving the ambience of a real fireplace
• iHeater:  uses infrared heat to safely heat up to 1,000 square feet while remaining cool to the touch, saving you up to 50% on your utility bills.

Other As Seen On TV Products for Winter:

• Twin Draft Guard:  blocks drafts around windows and doors, keeping warm air in and cold air out, cutting energy costs by up to 30%
• Pet ZZZ Pad:  if a Snuggie for Dogs isn’t enough, try this unique warming pad designed for your pet’s bed

Even though there are so many products available to help keep your temperature up and your heating costs down, I’m still hoping that the predictions of another Snowpocalypse prove false.  In the meantime, bundle up.  Baby, it’s cold outside.

As the SeenOnTV Express blogger, I’m constantly being made aware of the newest, hottest As Seen On TV products.  While some of the products don’t necessarily appeal to me, I’d be lying if I said I didn’t frequently stumble across a product that I just have to have.  As Seen On TV beauty products, kitchen products, exercise equipment, fitness videos, and comfort items all make my list.  With the holidays just around the corner, I thought it would be a perfect time to share some of my favorite products–the ones I hope show up under my Christmas tree.  After all, Santa knows I’ve been very good this year.  Well–at least he knows I tried.

As Seen On TV Christmas List

• Forever Lazy – I’m not gonna lie.  This looks super cozy and comfortable.  For someone who works from home, this would be the perfect gift.  I may never wear actual clothes again.  At least until spring.
• Instyler – If I’m not mistaken, this made my list last year, but I didn’t find it in my stocking.  I think if I’m going to be spending my days in a giant, adult sized onesie, at least my hair should look good.
• Flex Seal – I know–household products shouldn’t really be on a Christmas list.  Next thing you know I’ll be asking for a blender.  But I really, really want to make a boat out of a screen door.
• Ninja Kitchen Blender – Yep.  I told you I’d be asking for a blender next.  I have a blender already.  It even has a food processing bowl.  But it is not this cool.  Not. At. All.
• Flex Mini – Seriously.  I can tone my butt without ever doing a single squat?  Sign me up.
• Any of the Beachbody videos - I don’t really like to work out, but I do really like to eat.  If I’m going to work out, I want it to be worth my time and energy.  I want it to feel like a workout, and I want results.  Beachbody workouts like P90x, Insantity, TurboFire, and Chalean Extreme are effective workouts for people who aren’t afraid to work hard to get results fast.

If I’ve been good enough this year, expect to see me in January, recovering from my Insanity workout by mixing up a healthy detox smoothie in my Ninja Kitchen Blender while wearing Forever Lazy and getting a workout boost from my Flex Mini.  And, gurrrl, my hair will look goooood.

A couple of weeks ago, the Seen On TV Express blog discussed how As Seen On TV blankets and lounge wear elevate relaxation and comfort to an art form.  Featured in the blog post was Forever Lazy, the one-piece fleece suit designed to keep you warm and comfortable from head to toe all winter long.

When I wrote that post, despite poking a little fun at the Forever Lazy, I decided that I really would like one.  I mean, I’ve always been a little jealous of my toddler in his warm, fuzzy, footie pajamas and wished I had a pair for myself.  Unfortunately, adult footie pajamas are hard to find and expensive.  The feet in footie pajamas can’t possibly comfortably fit a range of foot sizes, flopping around on teeny tiny feet, and causing the more Sasquatchian among us to curl their toes or bust out the ends like a hobo.

Another problem with footed pajamas is for those people who really don’t like to wear socks or whose feet get hot when covered.  Personally, I wear socks pretty much at all times, and I hate for my feet to be cold, but footie pajamas just don’t have the coverage I want.  Forever Lazy does not have built in feet, but it does come with free matching footies/slipper socks.  Wear Forever Lazy with socks as thick or thin as you want–or with no socks at all.  You can even put on your shoes to run out to the mailbox or pick up the newspaper to start your day of leisure.

Recently, I was in a major retail store and I saw women’s footie pajamas.  For the same price as the hard-to-find adult footie pajamas, you can get two pair of Forever Lazy with its Buy One Get One Free offer.

When I wrote the blog post on As Seen On TV loungewear, pillows, and blankets, I had no idea how Forever Lazy would take off.  Since that time, I’ve seen dozens of posts about the Forever Lazy infomercial on my personal Facebook page, and I’ve seen several news articles about how Forever Lazy is going to overtake Snuggie as the must-have, kitchy-yet-fabulous, As Seen On TV gift.  I’ve seen that, just like the Snuggie parties of a few years past, Forever Lazy parties are becoming a new trend.  I’ve even heard of bars where all the bartenders wear Forever Lazy as part of the shtick.  Many people believe that Forever Lazy will quickly triumph over the Snuggie in the “Cozy War.”

I, for one, believe it.  As Seen On TV products are constantly growing, evolving, and becoming better than ever.  If the Snuggie was the top-selling infomercial product, with 20 million sales between their release in September 2008 and December 2009, then it stands to reason that two to three years later, a new blockbuster infomercial product would take its place.  Forever Lazy seems to be that product.

I fully expect to see one under my Christmas tree this year–even if I have to buy it for myself.

If things are starting to look a little scruffy, that’s because it is No Shave November, an event in which men refuse to shave their facial hair in an effort to bring awareness of prostate cancer.  The movement has become so big, there is even a global website, Movember, where participants can register, and it is no longer limited to men, as women can participate by ceasing to shave their legs or armpits for the month (Busy moms, here’s your excuse.  It’s not lazy; it’s noble.)

I’m not sure what refusal to shave has to do with prostate cancer awareness any more than posting the color of one’s bra on Facebook has to do with breast cancer awareness, but to each his (or her) own.  Of course, one ill effect of No Shave November means that December 1 will leave a lot of people looking like this:

Or this:

Lucky for you (and Mrs. Keisel) As Seen On TV razors and infomercial hair removal products have the answer.

For the men, Microforce Shaver, Shave Mate, and Microtouch Max, are all good ways to escape the mass of No Shave November beardom.  The Microforce Shaver is a credit card-sized electrical shaver that is designed to give you the closeness of a razor.  Its small size makes it great for travel, so Brian Wilson or Brett Keisel could easily pack it in their luggage for away games.

Of course, some people prefer a blade to an electric razor, and for those men, Shave Mate is a good solution.  Shave Mate is a six-blade razor that has shaving cream built into the handle.  Bearded athletes, take note:  This one is also good for travel.

After the initial bushiness is scraped away, the Microtouch Max All-in-One Personal Trimmer is great for getting a close trim in places razors and regular trimmers can’t reach.  Sideburns, eyebrows, neckline, and other sensitive areas can all be trimmed safely and smoothly with Microtouch Max.

Women can also use these men’s shaving products, but may prefer a more long lasting hair removal treatment.  No!No! Hair and Silkn Sensepil (“Sense Appeal”) use laser hair removal and Home Pulsed Light Technology (HPL) to destroy unwanted hair and keep skin smooth with long term hair removal.

Maybe No Shave November can give way to Depilatory December, and we’ll all be smooth and hairless.  Although, since it will be December, we may need a Snuggie or Forever Lazy to keep us warm once November’s fur is removed.

You’ve seen infomercial legend Matthew Lesko, bedecked in his question mark suit, telling consumers how to get free money from the government for more than a decade.  Now, the Riddler look-alike is the subject of a short documentary film, “The Gospel According to Matthew.”  In it, Lesko describes how he took the information used by big businesses such as Nike, Apple, and others, and brings it to individuals and small business owners, helping them get free governmental resources.

In Lesko’s As Seen On TV ads for his “free money” books, he wears his trademark suit and tells viewers that it is ridiculous to pay for something one can get for free:

This seems to be a theme in Lesko’s life.  In “The Gospel According to Matthew,” he describes that his 1987 best seller Getting Yours was essentially written by the government--not by Lesko at all.  He says, “My first New York Times bestseller was a book where I plagiarized the whole thing. Nothing in the government is copyrighted so I just want to the government printing office, bought the state book for $35 and cut and pasted. I took it to Penguin Viking and changed the titles of all the programs, went on the news shows and it became a New York Times bestseller and I didn’t write a lick.”  Lesko says he provides the government’s own information to consumers who are looking for free resources.

Of course, Lesko is not without his critics.  Because the information in his As Seen On TV finance books is readily available for free from the government, some criticize Lesko for selling the information.  However, he feels that he has consolidated the information, making it easier for individuals to access.  Though the information is available elsewhere, Lesko has done the research for consumers.

Lesko says that the government is “weird,” and points to things people can get for free--aside from cash or grants--from governmental agencies:  retired drug dogs, horses, mules, Smokey the Bear or Woodsy the Owl costumes.  He advises consumers looking for free government resources, “Don’t believe in ‘no’.”  He says that if a consumer is told “no,” they are likely asking for it the wrong way.

Though others may criticize Lesko, calling him a “symbol for self-centered free-riders,” Lesko himself sees what he does as important.  He says, “I don’t take myself seriously, but my work is serious.”  Lesko began his search for free government resources as a consultant for Fortune 500 companies before deciding to take what he learned and bring the information to average citizens.  He says, “I figured the fat cats were going to get it with or without me, so I wanted to educate normal people on the street what benefits are available to them.”

Watch a trailer for “The Gospel According to Matthew” below:

Last week I wrote about As Seen On TV kitchen products, and this week is more of the same--although with a twist.  Last week I talked about getting ready for holiday cooking with the Butterball Indoor Electric Turkey Fryer, but this week, I have a more pressing cooking engagement on my mind.  This weekend I’ll be throwing a birthday party.  A 40th birthday party.  Which means I’ll have to make cake.  Which means I need some As Seen On TV bakeware, pronto.  But I’ll get to that in a minute.

See, because this is a 40th birthday party, we’ve decided to go with an 80′s theme.  It’s like Halloween, only earlier and for old people.  Anyway, I’ve been trying to find ways to make this a truly memorable party, even though the guest of honor may soon begin losing his memory as he gets really, really old.

First, I need a costume.  By costume,  I mean I need to raid my clothing in storage to see if anything still fits.  I considered wearing a fitness getup like one from a 1980′s infomercial exercise video:

Then I remembered that no one wants to see me in a leotard.

I know we’re going to have an 80′s soundtrack playing all night, and so I thought one of the Time Life Music compilations might just fit the bill for our evening of New Wave, One Hit Wonders, and Hair Bands.

I thought maybe I could practice some sweet dance moves with the 1980′s infomercial break dance tutorial by Alfonso Ribeiro, “Pop and Lock:”

Then I remembered the only thing I’m likely to break is a hip.

So I’m settling for making a Pac Man cake.  I figure it can’t be to hard to mess up, right?  I mean, I bake a round cake, cut out a wedge, and frost it yellow.  What could possibly go wrong?

Except I decided that if I have a Pac Man, I need a Ghost.  So . . . okay.  I make a rectangle cake and cut it into the shape of a Pac Man Ghost, then frost it pink or blue.  Okay.  I think I’ve still got it.  No problem.

Except I decided that if I have a Pac Man and a Ghost, then I need some Power Pellets to connect them.  Why do I do this to myself?

Luckily, the Power Pellets should be about the easiest part of this cake.  Maybe even easier than Pac Man, because I can almost guarantee I won’t be able to frost it smoothly and there will be crumbs all in the icing.  Why am I convinced the Power Pellets will be so easy?  Because I’m making CAKE POPS.

Now, traditionally, cake pops or cake balls are simple but time consuming.  They involve baking a cake, crumbling it, mixing in frosting, chilling, rolling a bazillion balls, dipping, more chilling . . . you get the picture.  But even though I keep adding to my party t0-do list, I’m not one for time consuming projects.

Enter Bake Pop and Tasty Top Cake Pops.  These two new As Seen On TV cake pop baking pans will let me make perfectly round Power Pellets without any crumbling or rolling.  I can just pour the cake batter into the bakeware, bake it, and I’ll have the most enviable (and delicious) Power Pellets around.

Now--it’s off to find a crimper and some industrial strength hairspray.  It’ll be, like, totally awesome.