Master illusionist Criss Angel partners with Ideavillage to bring

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Master illusionist Criss Angel partners with Ideavillage to bring Powered By Docstoc
					Master illusionist Criss Angel partners with
Ideavillage to bring his MINDFREAK Magic Kit into
the direct-response spotlight.
BY VITISIA PAYNICH


Dangling from hooks over the hot              mind-blowing demonstrations.                 music albums and more. Now he can
desert sand...walking through a                  Angel’s earlier commercial success        add entrepreneur to that list with the
minefield…buried alive beneath sev-           came in the late ’90s performing in          creation of his MINDFREAK Magic Kit
eral tons of wet, heavy snow. Do these        World of Illusion at Madison Square          and a marketing and distribution deal
sound like horrific encounters?               Garden in New York City. His artistry        that not only pairs Angel with DRTV,
Perhaps to the average person, but to         and myriad of talents earned him the         but puts him in 40,000 retail stores
magician extraordinaire Criss Angel           off-Broadway show, “Mindfreak,”              nationwide.
it’s just another day at the office.          which ran until January 2003 with              About two-and-a-half years ago,
   Each week, legions of loyal fans tune      nearly 600 live performances to his          what began as an informal discussion
in to the hit A&E series, “Criss Angel        credit. His rising popularity garnered       between leading direct response mar-
MINDFREAK,” to find out what                  television appearances and primetime         keting company Ideavillage and the
death-defying feat he’ll attempt or           specials like “The Science of Magic” and     artist’s agent evolved into a viable part-
what miraculous illusion he’ll reveal         “Supernatural” on the Sci-Fi Channel.        nership. Initially, talks revolved around
next. The series marks its sixth season          Today, Angel’s hit cable show on A&E      the idea of an infomercial on Angel’s
this year, with millions of viewers hun-      has solidified his star status and built a   magic kit, but soon grew to include
gry for more thrilling illusions and          marketable brand that’s led to books,        national retail distribution. It was at

 34       electronicRETAILER | October 2010

				
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posted:11/16/2011
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