Timing and ingenuity had everything to do with their success. They launched the “Snuggie” (which is basically a blanket with sleeves) during a time when people just curled up inside the house to save money. What better companion could they have than this warm and comforting piece of material? Although a novelty product, it was useful enough to be purchased by a bunch of balled-up consumers.
Snuggie received a warm embrace from the pop culture despite the fact that its concept is not new, nor is it the only product on the market. But with an attractive price – two for $19.95, plus a free book light – and a clever marketing campaign, they surprised dejected companies with whopping sales. Within four months of being launched, almost 4 million Snuggies were sold.
Because of the rapid demand, the company experienced some delay in production and delivery. They were bombarded with complaints from customers who say they were overcharged or waited much longer than the promised four to six weeks for their order to arrive. Despite this, Scott Boilen, president and CEO of the All Star Products Group, was not fazed. He is reassured by the fact that Snuggie got the highest rating ever for any product, even among people who had to wait. Dozens of fan sites also popped up, boosting word-of-mouth marketing efforts that propelled the company to live up to its name, “all-stars.”