Snuggie's Back and In On the Joke | Adweek Snuggie's Back and In On the Joke | Adweek
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Snuggie's Back and In On the Joke

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Attention hipsters planning to give an “ironic” Christmas present this year: Snuggie is in on the joke, too.

The blanket with sleeves, which became a punchline in early 2008, is back with a Christmas campaign breaking next week with Snuggie-clad carollers singing: “We wish you a Snuggie Christmas.”

The work, done in house, was created with tongue firmly in cheek, said Anne Flynn, vp-marketing for Allstar Products Group, maker of the Snuggie. “Our fans are expecting this type of fun,” said Flynn, who predicts a Kwanzaa parody or two to crop up this season on YouTube.

Flynn declined to give spending figures, but said that the campaign will be a bit bigger than last year. According to The Nielsen Co., Allstar spent $28 million on measured media, not including online, in 2009.

In an attempt to expand the franchise, Allstar last year introduced Snuggie products for dogs, which she said have done “very well.” And this year, the company debuted Snuggie in camouflage, skull and crossbones and peace sign patterns.