Pull on your Snuggie and head to a pub
The Snuggie, a blanket with sleeves, has inspired more than 2,000 fans to sign up for pub crawls in 15 cities including Seattle. The CEO of the company that sells Snuggies mulls the cult following of the blanket with sleeves.
Not only has Scott Boilen's company sold 4 million Snuggies (The Blanket with Sleeves!), but it has also introduced the world to such important innovations as Bendaroos (Amazing Flexible Building Sticks!); Aqua Globes (Never Worry About Leaving Plants Unattended Again!); and Topsy Turvy (Unique Upside-down Tomato Tree!)
Understandable, then, that the chief executive of Allstar Products Group LLC only recently heard about Chicago's Snuggie Pub Crawl.
More than 2,300 people have registered to barhop April 18 in downtown Chicago while wearing the monklike blankets that have sparked a cultlike following.
The two Chicago 20-somethings who introduced the idea on www.snuggiepubcrawl.com earlier this month moved the event to April to allow pub crawlers time to get their hands on — but not in! — the popular coverlets. Sister events are planned in 15 other cities. As of Friday night, 186 people had signed up for a Seattle event at www.snuggiepubcrawl.com/Locations/Seattle.
In an e-mail interview, Boilen talked about the story behind the Snuggie, said he was thrilled with the pub crawl's buzz and regretted that he would not be able to sport his own blue Snuggie on Chicago's streets.
Q: Can you tell us bit about the history of the Snuggie?
A: Snuggie was not, in fact, an entirely original idea. Similar products have been developed and sold. Our quirky problem-solution ... television ad, coupled with value at a great price point, has made all of the difference.
Q: Why do you think people have started such a cult following to the Snuggie?
A: Every once in a while, a product transcends advertising to become part of pop culture. People just love the Snuggie. It is a simple solution to an everyday problem. People want to feel warm and comfortable yet still be able to use their hands. Snuggie answers the call.
Q: What was it like the day they shot the commercial? Were people laughing the whole time?
A: We had fun shooting it, but at the same time we needed to make sure that we displayed the product well and achieved the elements necessary for a successful direct-response television production.
Q: What is your favorite way of using your Snuggie?
A: On the couch, watching TV.
Q: What color Snuggie has been the most popular?
A: Majority of sales have been in blue, as that's what was being offered at retail. Next season there will be a wide array of colors to meet our customers' requests.
Q: Any advice for the people wearing Snuggies on the pub crawls?
A: HAVE FUN!
Seattle Times staff contributed to this feature
Copyright © 2009 The Seattle Times Company
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