Allstar Products is extending its therapeutic Calming Comfort brand with extensions to its recently introduced line of weighted blankets and the introduction of a knee pillow.
Allstar last fall launched its original series of Calming Comfort Weighted Blankets presented under the Sharper Image label.
The weighted blanket is designed to promote relaxation for a more restful sleep by applying an even amount of pressure on an entire body to promote the production of serotonin and melatonin, simulating deep touch pressure stimulation, according to Allstar.
The line was launched with 10-, 15-, 20- and 25-pound blankets. Consumers are advised to use a blanket that weighs in at about 10% of body weight. Allstar is adding a 6-pound blanket specifically designed for kids.
Precision square stitching creates pockets of
BPA-free, high-density micro beads distributed evenly throughout the blanket. The gray blanket is covered by breathable, plush velveteen designed for year-round use.
The Calming Comfort blankets range in retail price from $99.99 to $169.99, representing a better value relative to competitive weighted blankets of comparable quality, according to Allstar.
Allstar is offering a number of styles of duvet
covers, and a blanket with a cooling cover is set to launch this spring.
Meanwhile, Allstar is releasing the Calming Comfort Knee Pillow, designed to put knees in an optimum position for relaxed, improved sleep. The pillow, set to begin shipping in April with a $29.99 pricepoint, features a cooling gel layer. It is infused with charcoal to absorb moisture and reduce odors.
“We’re putting a lot of energy into the Calming Comfort brand,” said Scott Boilen, Allstar’s CEO. “Relaxation has become so important in today’s world, and our early success with this line demonstrates that people will pay more for a truly superior product.”
Boilen credits the climbing sales of the Calming Comfort weighted blankets to what he calls the c
ompany’s “performance based” direct-to-consumer media blend of DRTV, digital marketing and social media.
“TV was very important to the launch of the Calming Comfort weighted blankets, but so were Instagram, influencers, podcasts,” Boilen. “The whole omnichannel approach has made it a success.”