First there were ginsu knives with promises of blades that could cut through tin cans then slice perfectly cut tomatoes.

Then there was the flowbee – showcasing an unlikely advance in at-home haircuts through the use of a vacuum-based shear.

And now? Now there’s the “Snuggie,” a throw with kimono-like arms that allow you to reach for your remote, flip through a magazine, or raise your glass without your blanket falling off or constricting you in a tangle.

But as absurd as the commercials make this product look, these dowdy, fleece-blanket-cum-robes have reached nearly $40 million in sales, according to Advertising Age.  Forty million dollars.

What’s genius about this product is really…nothing. Except for the timing of its big marketing push.  The Midwest and East Coast have been battered by a sub-zero winter. The economy has chilled — as have many of our homes in an attempt this winter to save money on heating. And then there’s the emotional pull: As jobs are lost, and family budgets tighten, we all look for a little source of comfort. Apparently, the Snuggie has become America’s most popular security blanket.

But as with every fad, imitators are sure to follow. So next time you pass a group of monks ambling down the road, or think you catch a glimpse of the grim reaper lurking down Wall Street, don’t be surprised if they’re sporting woollier, warmer robes in brighter, fashion colors.

And the next time you make fun of a painfully cheesy commercial, just remember the creators behind the implausible product just might be laughing their multi-million dollar way down to the bank.  – Sarah Karl, Lifestyle Editor-at-Large

Photo credits:  istockphoto.com, flowbee.com, getsnuggie.com

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