FAIRFIELD, N.J.  Industry giant TeleBrands announced a partnership with longtime HSN host Joy Mangano following the recent International Home + Housewares Show in Chicago. The partnership will allow TeleBrands to take proven home-shopping hits into mass-market channels, with Mangano serving as a spokesperson in DRTV campaigns.

With more than 20 years as a host and brand ambassador at HSN and QVC, Mangano is considered by many to be the queen of home shopping. The partnership with TeleBrands is “a marriage made in sales heaven,” she says. “What we are is almost this test forum and focus group. We know what’s a hit, and [TeleBrands CEO] A.J. [Khubani] can bring it to retail. It’s a monumental combination.”

“I’ve admired Joy Mangano and her ability to pick products for HSN for years.”

—A.J. [Khubani], TeleBrands CEO

The partnership has already produced two major successes: Who Knew?, a quick-reference book featuring “10,001 Easy Solutions to Everyday Problems,” and Fresh Sticks air fresheners. Who Knew? was a surprise, because a book isn’t the typical home-shopping or As Seen On TV product. Based on Mangano’s endorsement, however, TeleBrands gave it shelf space at Walmart, Rite-Aid, Walgreens, and other mass retailers, and now has a huge hit.

“I’ve admired Joy Mangano and her ability to pick products for HSN for years,” says A.J. Khubani, TeleBrands CEO. “She has a terrific eye, and we can take her products into direct response marketing, and more importantly, into mass retail. The combined expertise of our companies is very powerful. She’s very enthusiastic about everything she sells, and her enthusiasm is contagious. She’s a marketing genius, and we’re happy to be doing business with her.”

“A.J. is brilliant at what he does,” Mangano adds. “He has become a trusted name to brick-and-mortar retailers because he delivers for them. This relationship is going to change the DRTV space.”