January 28, 2009

United States warms to the Snuggie

The Hawthorne, N.Y., company that markets the Snuggie said 4 million of the fleece blankets with sleeves have been sold since the product's launch in August.

Allstar Products Group, which conceived of and markets the Snuggie, said the blankets sold quickly after sales began in August. TV ads hit the air waves in October and retailers received their first Snuggies in December, USA Today reported Wednesday.

Every once in a while, a product transcends advertising to become part of pop culture, said Scott Boilen, president and chief executive of Allstar Products Group.

The Snuggie's pop culture fame has been certified by TV hosts Jay Leno and Ellen DeGeneres, who mocked the products on their shows, and a Snuggie was spotted in the crowd at President Barack Obama's inauguration by Fox News.

The blankets have also gained an Internet following, with a YouTube hosting nearly 300 parody videos and Facebook being home to nearly 250 discussion groups dedicated to the Snuggie.