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'As Seen On TV' Rings the Till For Retailers

Stocks in this article: WMT TGT CVS WAG

BOSTON ( TheStreet) -- "As Seen On TV" is no longer just a catchphrase for the gizmos pitched on late-night commercials. It has become a thriving retail category.

Products once sold by mail as "cash on delivery" are now point-of-sale. Retailers such as Target (TGT), CVS (CVS) and Walgreens (WAG) are devoting prime real estate to TV-hawked wares, often positioning them by checkout lanes for maximum exposure.

Infomercial products are increasingly making the leap from late-night ads to store shelves.

"It's been a long time in the making," says A.J. Khubani, founder and CEO of TeleBrands, explaining that his company first put a product on Wal-Mart (WMT) shelves nearly 23 years ago. "It really has started to grow at a more rapid pace in recent years."

Founded in 1983, New Jersey-based Telebrands is one of the nation's top direct television marketing companies. A pioneer of the TV "infomercial," its deep roster of products includes AmberVision sunglasses, the PedEgg foot file, Bake Pop, Bark Off, Heel-Tastic, PastaBoat, First Alert Alarm and Doggy Steps.

TeleBrands saw sales increase by 20% from 2010 to last year. Much of that growth was fueled by in-store sales.

According to Khubani, his company's growth during the past few years was in large part "triggered by the recession."

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