Issue link: http://osercommunicationsgroup.uberflip.com/i/798159
Kitchenware News & Housewares Review Show Daily Monday, March 20, 2017 8 4 TELEBRANDS TRANSITIONS TO BULBHEAD An interview with AJ Khubani, Chief Executive Officer and President, Telebrands Corporation. KNSD: Tell us about Telebrands. AK: I founded TeleBrands Corporation almost 35 years ago. We're credited in leading the iconic infomercial industry by being the first to introduce 'As Seen on TV' products on retail store shelves. Today, TeleBrands is transition- ing to BulbHead, a brand that provides Bright Ideas for a Better Life. We contin- ue to grow with well-known lines under the Red Copper, Pocket Hose and Hurricane Spin Mop brands. BulbHead will follow TeleBrands in launching suc- cessful consumer products in the DRTV space with the goal of helping consumers solve everyday problems. KNSD: What are your thoughts on growth and success? AK: Consumers are always looking to improve their lives. BulbHead, as a consumer brand, is focused on this core belief as we create "Bright Ideas for a Better Life." Our goal is to con- tinue to bring fun and helpful products to consumers with the goal of providing easy solutions to everyday problems. We make a point of listening to our consumers. We bring products that offer affordable price-points, mass audi- ence reach and a 'WOW' demonstration to market. Our model hasn't changed – with BulbHead, we continue to allow buyers to save time and money with easy to use products. Our team of professionals is con- stantly searching for the next big product. Retailers count on TeleBrands and our BulbHead team to stock shelves with items that will resonate with shoppers, resulting in rapid sales and fast new- product turnaround. KNSD: BulbHead has had a successful year. How do you continue to find win- ners? AK: The TeleBrands team commands decades of direct response experience, which is now being married with BulbHead's digital services and deep technological capabilities. This powerful combination enables rapid product dis- covery of 'bright ideas' through the use of proprietary algorithms and systems we've built to validate product demand. As a result, we always continue to aggressively grow and increase our brand offerings. For example, this year Pocket Hose introduced Pocket Hose Dura-Rib Bullet and Pocket Hose Top Brass Bullet. Our new Hercules Hose is sure to be a top seller. The Red Copper line continued to expand with Red Copper Square Dance, Red Copper 10-inch Fry Pan, Red Copper 5 Piece Set and Red Copper Mug. Hurricane Spin Scrubber and Hurricane Spin Broom are the newest in the Hurricane Spin Mop line. The Atomic Beam line, starting with the Atomic Beam Flashlight, is extending to the Atomic Beam Lantern and the Atomic Beam Headlight. We're constantly on the look- out for new products in the housewares, beauty and pet categories. We also meet inventors at trade shows and through colleagues. We've built a network of entrepreneurs through these meetings as well as our Inventor Days events. Those with consumer prod- ucts can apply at bigideas@telebrands.com. We often find incredible products through at-home inventors. KNSD: What products are you most excited about at this year's show? AK: While 2016 saw unprecedented growth for the company, we're looking forward to our new Climb Cart in 2017. A folding cart that climbs stairs with ease, Climb Cart is lightweight and holds up to 100 pounds. Perfect for use inside and outside, on curbs, ramps and inclines, Climb Cart folds to store easi- ly. BulbHead is also rolling out Hurricane Spin Broom, Atomic Beam Headlight, Atomic Beam Lantern and Atomic Beam Flashlight, as well as Air Dragon and Easy Einstein Water Balloons that fill and seal dozens of water balloons. Visit booth #L11331. For more informa- tion on BulbHead and TeleBrands, visit www.bulbhead.com, on Facebook at www.facebook.com/bulbheadideas or on Twitter @BulbHeadIdeas. NEATFREAK REFRESHES BRAND FOR 2017 An interview with John Collins, President of Global Marketing and Sales for Neatfreak group. KNSD: Tell our readers what is new from neatfreak in 2017. JC: We have great product news in both laundry and closet, and in addi- tion, neatfreak is launching a brand refresh in 2017! In an ever-changing retail environment, and after eight years of neatfreak reaching over 26 countries and 35,000 retail doors, we feel the time is right to update our appearance on shelf with refreshed packaging. KNSD: Why does the neatfreak brand need a refresh? JC: Packaging plays a big role in driving customer perception and loyalty. The neatfreak brand today is fundamentally robust and already has a strong recogni- tion with customers and consumers alike. We are not drastically changing our approach, but rather building on the equi- ty and loyalty established with you, our partner. We are recognized as neatfreak with our iconic orange, distinctive word- mark and exclamation icon, all of which will remain. In essence, the brand's DNA remains intact. Just like everything, styles change. A refresh allows the neatfreak brand to remain current while retaining its core market position and values. Our packag- ing will be more relevant to consumers with a clearer information hierarchy, energized layout and a softer, more invit- ing "feel" by evoking emotion on pack. Also, as the consumer's experience at retail is ever changing, our partners have told us how better to talk to the consumer on pack! We listened. KNSD: How do you feel retailers and consumers will react to this change? JC: There are many options for the con- sumer today when researching or purchas- ing a specific product. The touch points are endless, particularly with the options of smartphones, online shopping, blogs and reviews. The constant that still requires thought is the skin of the product – the packag- ing. That is when the consumer is ready to buy, hence the importance of the right messaging on pack for a seamless consumer experience. We believe these are positive changes that will make the neatfreak brand more visible and relatable to consumers in store and online, and will continue to be the brand that brings har- mony to everyday life. For more information, visit booth #N7740 clean & contain, contact John Collins, President Global Marketing and Sales, at 905.624.6262, ext. 262 or go to www.neatfreak.com. BUTCHER BLOCK CONDITIONER FROM HOWARD PRODUCTS When used after every wash, Howard Butcher Block Conditioner helps keep butcher blocks and cutting boards both functional and beautiful. This specialized wood care product meets U.S. Food and Drug Administration regulations for direct and indirect contact with food. The penetrating quality of food-grade mineral oil, along with the water-resistant traits of beeswax and carnauba wax, rejuve- nates wood and helps to prevent it from drying and cracking. The natural waxes also help repair knife marks and protect the wood by keeping the mineral oil in and the mois- ture out. Wooden cutting boards, butcher blocks and countertops are making quite a comeback. Help preserve and protect these special wooden surfaces. Vegetable oil is for cooking, not treating a cutting surface; it will smell rancid after time. Howard Butcher Block Conditioner is a blend of natural waxes and food-grade mineral oil, and will never go rancid. It is ideal for everyone from the gour- met chef who owns expensive butcher blocks to health-con- scious parents with bamboo cut- ting boards. For more information, call 800.266.9545 or visit www.howardproducts.com.