Telebrands

Telebrands Corporation is the oldest existing direct response marketing company and the original creator of the "As Seen On TV" logo and category of trade.[1] Telebrands' CEO and founder Ajit J. Khubani started the company in 1983, creating print advertisements for his products in publications such as National Enquirer. Telebrands was first based in Roanoke, Virginia, but in 1998, it was moved to Fairfield, New Jersey. In 1986, Khubani began experimenting with television, producing three short form infomercials, one for an ultrasonic flea collar, one for a home bicycle exercise product and the third for AmberVision sunglasses; all of these products were very successful.[2] The AmberVision infomercial was a success, spurring sales of 15 million pairs of the sunglasses.[3]

Today, Telebrands is the leader in the $20 billion direct consumer marketing industry. Since 1983, Telebrands has sold hundreds of millions of "As Seen on TV" products including AmberVision sunglasses, the PedEgg, Doggy Steps, One-Second Needle, Pasta Boat, Jupiter Jack, Bottle Tops, Aluma Wallet, InstaBulb, Lint Lizard, Pet Rider and Pocket Hose. The PedEgg foot file, launched in 2007, is the top-selling “As Seen on TV” product of all time, with over 45 million units sold as of 2013.[4]

Telebrands' products are marketed using TV, Internet and print advertising and through major retail chains worldwide in over 120 countries.[5] Telebrands tends to have 10 to 12 products on store shelves, the most of any company in the direct-response television space.[4]

Telebrands works with famous infomercial pitchmen including Billy Mays (until his death) and Anthony Sullivan. The company and its CEO, AJ Khubani were featured in many episodes of the Discovery Channel TV series PitchMen. The show followed the adventures of Billy Mays and Anthony "Sully" Sullivan as they searched the world for inventions destined to be the next "As Seen On TV" hit, with Khubani having the final say.[6]

Once a month, the company hosts an "Inventors Day" where entrepreneurs nationwide come to convince Khubani and his team in the hopes that their invention is the next infomercial success. "Inventors Days" are held across the US, with past locations including New Jersey, Los Angeles, Las Vegas and Chicago.[7]

The company continues to have success with recent products such as a line of non-stick cookware called Orgreenic, the Olde Brooklyn Lantern, Who Knew Books and Rabbit TV, a joint venture with William A. Mobley and FreeCast Inc.[8]

References

  1. ↑ Garfield, Bob & Gladstone, Brooke (January 1, 2010). "Pitch Perfect". On The Media. Retrieved January 16, 2010.
  2. ↑ "A.J. Khubani, TeleBrands: My First Million". The Huffington Post. July 26, 2011.
  3. ↑ "Our Story". Telebrands. Retrieved January 26, 2013.
  4. ↑ 4.0 4.1 Gregor, Molly (January 2, 2013). "Still Growing Strong: AJ Khubani". NY Report. Retrieved January 7, 2013.
  5. ↑ "Telebrands Corporation". International Housewares Association. Retrieved January 7, 2013.
  6. ↑ "Season 1". Pitchmen. The Discovery Channel. Retrieved January 7, 2013.
  7. ↑ Kilgannon, Corey (December 15, 2009). "At Home of ‘As Seen on TV,’ a Chance for Inventors". The New York Times. Retrieved January 7, 2013.
  8. ↑ "Rabbit TV", Crunchbase, 10 July 2013. Retrieved on 15 July 2013.

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