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.”

A couple of weeks ago, the SeenOnTV Express blog discussed As Seen On TV kids products created to provide comfort and fun for children.  This week, we feature a special offer on an exciting children’s magazine series.  I’m pretty excited about SeenOnTV Express being able to offer Zoobooks magazines and its sister publications, Zoobies and Zootles.  Zoobooks (and Zoobies and Zootles) are children’s magazines that are all about animals.  They feature vibrant photographs and detailed, colorful illustrations that help a child to learn all about his or her favorite animals and to discover animals he or she never knew existed.  By appealing to a child’s natural love of animals, Zoobooks engages early readers and helps encourage a love of reading.

“Now, wait just a minute,” you may be saying to yourself.  ”Why is this blogger, who is so obsessed with Forever Lazy and the Instyler, getting all excited about a science magazine for kids?”

Well, let me tell you:

1. I’m an ex-librarian, so I totally dig reading.  Old librarians never die, you know . . . we just check out.
2. I’m the mom of a pre-schooler.  This may explain why I’m so enamored by the thought of an adult onesie and an easy way to fix my hair without resorting to a ponytail.  Again.

These two facets of my life have shown me how important reading is, and how critical it is to foster reading while children are still young.  In fact, my child is too young to read, but when he finds a book about something that appeals to him–animals, for example–he will sit and look at the pictures and talk about what he’s “reading” for quite a while.  In fact, books often hold his attention longer than movies or television, which just thrills my  little heart to no end.

Here is what I love about Zoobooks:

1. A magazine subscription allows a child to continually receive new reading material.  By the time your child loses his or her infatuation with one issue a new issue arrives.  Mail!  New animals!  New pictures!  New stories!  New games! What’s not to love?
2. Zoobooks are geared specifically toward young children and each publication is uniquely tailored for an appropriate age group.  Zoobies is for babies and toddlers aged 0-3; Zootles is for pre-readers and emerging readers aged 3-6; and Zoobooks is for school children aged 6-12.  These magazines are designed to reach children where they are, with text, illustrations, photography, and information appropriate for a child’s specific level of development.  Appealing to a child’s interests encourages a natural learning, without rules and rote memorization.  Children are naturally inquisitive, and Zoobooks satisfies that search for knowledge.
3. Reading with your child builds communication and involvement.  By questioning your child and commenting about what you are reading together, you build critical thinking skills:  ”Why do you think that kangaroo has a pouch?”  ”I wonder why that tarsier’s eyes are so big.”  ”How do you think it would feel to sleep upside down like a bat?”  By reading with your child, you will be actively engaged in his or her learning, thoughts, and ideas.  This type of communication can help strengthen your relationship with your child for when you have to ask more serious questions:  ”What will you do when someone offers you . . .”

As Seen On TV educational materials can be a valuable resource for your child, and I’m pleased that SeenOnTV Express can add Zoobooks, Zootles, and Zoobies magazines to our product catalog.  Other educational products we offer include Brainetics and Hooked on Phonics.

As I was researching topics for this week’s SeenOnTV Blog post, I came across an infomercial for the Double Burner, a piece of As Seen On TV exercise equipment circa 1992.  I don’t actually recall this specific infomercial--perhaps that is because in 1992 I was graduating from high school and starting college, and I may or may have been preoccupied with more important things, like prepping for the SAT or meeting cute college boys.  Though the Double Burner itself does not ring a bell with me, it definitely reflects two of the hottest fitness trends of the eighties and nineties:  the stair stepper and the cross country ski machine.

I love the Double Burner infomercial, I must say.  Rather than smoothly gliding through their workouts, the fitness models look like they are sludging through mud, leaving me to think the Double Burner could use a double dose of WD-40.  But even as they trudge through this difficult workout, they manage to stay sexy; Little Miss Purple-Sports-Bra-and-Pink-Slouch-Socks even manages to drop an over-the-shoulder come-hither glance.

By combining stepping action with cross-country ski arms, the Double Burner users certainly seem to be working harder than their Easy Glider using counterparts.  After all, the Easy Glider was a cross-country ski machine alone.  While Easy Glider users and Double Burner users shared similar fitness attire (spandex, anyone?), those poor Easy Gliders just didn’t have the sex appeal of the Double Burners:

httpv://www.youtube.com/watch?feature=endscreen&v=VOo0WwCuujE&NR=1

“Hey.  For the money, Easy Glider really is the best.”  Is that really a selling point?  Saying it is the best you can get for $19.95?  Still, for the budget conscious, the Easy Glider may have trumped the $177 Double Burner.  Besides, just look how pleased Little Miss Lavender Lycra is when she slides her Easy Glider under the bed.  Also?  I’m pretty sure we owned this back in the day.

The Double Burner, however, was on to something with its 2-in-1 approach to infomercial exercise equipment.  Through the process of As Seen On TV product evolution, greater things have come to pass.  My favorite example is the Bowflex Treadclimber, which combines treadmill, stair stepper, and elliptical trainer into one effective machine.  While the Treadclimber fitness models feature smokin’ hot bodies, like those oiled up Double Burners, they don’t seem like they are actively trying to seduce you.  The Bowflex Treadclimber is legit--giving you an effective calorie burning workout without having to resort to the sex-sells approach of the early nineties.  Slouch socks optional.

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.

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 . . .

One of the most common New Year’s Resolutions is to lose weight.  Combining post-holiday weight gain with the motivation to make a fresh start at the beginning of the year makes As Seen On TV exercise equipment a fantastic gift idea.   However, the best idea is to buy these items for yourself.  Buying any type of weight loss or exercise product for someone else is a risky endeavor–particularly if that someone else is your wife.  Here at SeenOnTV Express, we recommend only buying exercise equipment for your wife under the following circumstances:

1. She asked specifically for it.
2. When she opens it, you say things like, “I only got it because you wanted it.  I think you look amazing.  I’m still not sure why you want it.  I mean, you are GORGEOUS!!”
3. You also include a very sparkly, blingy gift that comes in a tiny box.
4. You never, ever, EVER ask her if she is using it or why she isn’t.
5. Add a little more effusive praise of her beauty here.

Last week, we talked about how to achieve a slimmer silhouette–or at least make your pants fit comfortably–after packing on holiday pounds.  This week, we’ll segue from disguise to transformation by looking at infomercial toning products that make stimulating the muscles effortless.  Electronic Muscle Stimulation, or EMS, is an FDA-cleared method of toning muscles that has long been used for physical therapy in medical settings.  Now, EMS is becoming a leader in muscle toning for fitness at home.  To use an EMS ab toning belt or other electronic muscle stimulator, you simply put on the device, turn on the device, and let the electronic current go to work  contracting and stimulating your muscles.

Among the top selling As Seen On TV ab belts and electronic muscle stimulators:

• The Flex Belt Ab Belt for toning the abdominal muscles
• The Flex Mini for tightening the hips, thighs, and buttocks
• The Sport Elec Ab Belt for tightening the abs

Using gentle electric impulses, these EMS toning devices stimulate the muscles to contract and release, much as they would during dozens, even hundreds, of exercises such as crunches and sit ups for the abs or squats and lunged for the butt, hips, and thighs.  In the case of the Flex Mini, the device can even be worn discretely under clothes for anytime toning without a workout.

Remember, As Seen On TV exercise equipment is a gift best bought for oneself–get started using yours now to prevent holiday pounds and to kick off your New Year’s Resolution right.  If buying exercise equipment for a loved one, do so only if it is requested and only if you are prepared to spend the next five years telling her that you did NOT call her fat!

As Seen On TV products have always been marketed on the premise that they make life easier.  Chores are done more quickly, more efficiently, more easily, and with less mess than ever before when you use the latest, greatest infomercial products.  It’s a premise that works well, as the As Seen On TV industry continues to grow and reach record profits despite a persistently deflated economy.

In recent years, infomercials have gone beyond the idea of making chores easier and have started touting As Seen On TV products that even make leisure more . . . well, leisurely.  These products make relaxation an art.

I’m not sure if it started with the Total Pillow, which conforms to just about any possible shape one might want for proper and perfect cradling of the head while lounging, or if that icon of relaxation and warmth, the Snuggie, was the instigator.  I do know that I am all about any product that make relaxing and staying warm even easier and cozier than it was before, and that any As Seen On TV product that glorifies laziness is totally making my Christmas wish list.

Enter “Forever Lazy.”

No, that’s not just a description of your SeenOnTV Express blogger.  It’s the actual name of  As Seen On TV loungewear that makes comfort, warmth, and coziness priorities and takes laziness from the list of Seven Deadly Sins and makes it practically a virtue.  If you thought Pajama Jeans were designed for ultimate comfort, wait until you get a load of Forever Lazy.

Forever Lazy is footless, one piece fleece loungewear.  It looks, in short, awesome.  If you have ever seen a baby in pajamas, and saw that baby sleeping like . . . well, like a baby, and thought to yourself, “Why don’t they make pajamas like that for adults,” THEY DO.  Forever Lazy is like the perfect onesie for grown-ups.  You can swaddle yourself head-to-toe in cozy, warm fleece and still have complete range of motion to get up and grab another cup of coffee or hot chocolate before curling back up with your book or Netflix or whatever.  It even has flaps like the old “union suits” for quickly taking care of your, um, business.

I’m not kidding.  This is on my Christmas wishlist.  If Santa sees fit to bring it to me, I promise you this . . . I will not take it off from December 26 until sometime in April.  Bring on Snowpocalypse 2012.

On a side note, I think it is important to instill children with the virtues we hold dear.  As Seen On TV coziness extends its benefit to children as well:  Pillow Pets, Happy Nappers, and BlanKid are all combination cuddly stuffed animal/blanket/pillow sets that help your kids stay comfortable and comforted.  And while you are snuggling in front of the TV for family movie night, you and your honey can snuggle up under your Couples Snuggie while your kids are warm and toasty in their Snuggie for Kids.  Even your pets can get in on the action inaction with Snuggie for Dogs or the PetZZZ Pad pet bed warmer.

Oh, the weather outside is frightful, but with As Seen On TV blankets and more, inside it’s so delightful.  Let it snow, let it snow, let it snow.

It seems like more and more, our perception of what is healthful and nutritious is changing.  Workouts used to be aerobics driven, and “toning” consisted of high repetitions of low weights.  Now, both men and women are encouraged to build lean muscle through intensive weight training to build muscle and boost metabolism.  As Seen On TV workout videos have changed their focus from Jazzercise type aerobics videos to boot camp style, high intensity workouts like Insanity and P90X.

Nutrition recommendations have changed as well.  We used to fear eating eggs because they are loaded with cholesterol, but now doctors have determined that the cholesterol from foods does little to affect the cholesterol in our bodies.  We used to shun fats at all costs, but now we are encouraged to consume healthy fats that protect our hearts, such as the fats in walnuts, avocados, and Omega-3 fatty acids which promote healthy brain function.

To help incorporate healthy antioxidants from fruits and vegetables and plant-based “good fats,” nutritionists have long recommended drinking smoothies.  However, it is important to be careful when relying on smoothies for healthy eating, because those from restaurants, fast food chains, and specialty smoothie shops are often laden with hidden fat, sugar, and calories.  For the optimum nutrition from smoothies, health experts recommend blending your own smoothies at home.

As Seen On TV juicers and blenders have long been popular for making delicious smoothies easily.  Juicers such as the Jack LaLanne Power Juicer, the Sharper Image Super Juicer, and the Living Well Healthmaster Emulsifier allow you to quickly take the nutritious juice from fruits and veggies while separating pulp, seeds, and other unwanted portions.

Juicers are great for making nutrient-rich juices from whole foods, but many people simply don’t have the counter space or storage space for yet another appliance.  The Ninja Kitchen System is a great new solution.  The Ninja is more than a blender or juicer.  In fact, with its two containers and five attachments, the Ninja does the work of your blender, food processor, juicer, mixer, and more.  The Ninja comes with a 72 ounce blender pitcher and a 40 ounce processing bowl.  Its five attachments include:

• Blending blade
• Food processing blade
• Whisk attachment
• Dough hook
• Dough paddle

With the Ninja, you can make not only smoothies, but also salsas, soups, pizza dough, and even ice cream.  By making these items at home, you can be certain of the ingredients included and know that there are no added preservatives, hidden fats, or extra sugar.  Make foods as low fat, high fiber, and healthy as you want.

Smoothies are also a great way to sneak nutrition to your kids.  While they may not be likely to eat a plate full of vegetables, you can sneak those same veggies into a fruit-filled smoothie.  Boost brain-building DHA by adding Omega-rich flaxseed to a smoothie, or ramp up the fiber content by adding a tablespoon or two of wheat germ.

With the Ninja blender, you can make smoothies, granitas, frozen drinks, juices, and even ice cream–all low fat and full of vitamins and minerals–and you can have them as quickly as the press of a button.

Raise a glass to healthy living!

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:

Roughly four months ago, the SeenOnTVExpress blog wrote of the arrest of Don Lapre, self-proclaimed “King of Infomercials.”  Lapre’s story has taken an unfortunate turn as the infomercial pitchman was found dead in his cell in Federal custody on Sunday, October 2.  His trial was scheduled to begin today, Tuesday, October 4.

A spokesman for the U.S. Marshall’s office confirmed the death of the 47 year old Lapre, saying the inmate died of an apparent suicide while in custody at the Arizona State Prison Complex in Florence, Arizona.  Spokesman Matt Hershey said the cause of death remains under investigation.

At the time of his arrest, Lapre had serious self-inflicted knife wounds to his groin.  Police believed he was trying to commit suicide by severing his femoral artery.

Don Lapre, a high school dropout, was indicted in June on 41 criminal counts related to his infomercial business, “The Greatest Vitamin in the World,” and other infomercial schemes.  He was indicted on charges of conspiracy, mail fraud, wire fraud and promotional money laundering.  Lapre was accused of bilking more than 220,000 people out of nearly $52 million dollars by selling a useless internet business.

On his website, ironically entitled “Enjoy Life,” Lapre wrote:

Never Stop Dreaming….

I tried to create the best product on earth, paid out millions, made very little trying to make it a success, had attorneys review my entire company, paid out millions in refunds, tried to make the commission and products better every single year, and in spite of all that, I have been accused of something I did not do.  I did not have the perfect company but never once did I allow one thing to be done that would violate any law.  Nevertheless, because the majority of people did not make money, in spite of everyone of them being able to make as many $1000 checks as they wanted, I am left to fight a battle that will for sure destroy what energy I have left inside.

Infomercial products are designed to solve problems, not create them.  For Lapre, his apparent attempt to take advantage of those wishing to build a successful internet business cost his alleged victims millions of dollars, and cost himself his life.