Protect iPod with pretty wrappers

Published: Sunday, Dec. 24 2006 12:00 a.m. MST

Ifrogz cases get high marks from reviewers and customers.

Ravell Call, Deseret Morning News

LOGAN — That iPod you're going to get as a Christmas gift has been in a box under the tree for days, if not weeks. And once you open it, a Logan company hopes you quickly put a different type of wrapper on it.

A start-up subsidiary of Reminderband Inc. called ifrogz offers a variety of protective cases for iPods. While they have plastic and aluminum cases, their hallmark three-component product is made of silicone. The various mixes of colors for each component add up to 300,000 variations to personalize that iPod, and a new tool allows people to put custom images on a decal for the device's click-wheel.

"We've scratched our heads about that, because Apple puts out two colors of iPods," said Clay Broadbent, senior vice president. "So we thought, 'Hey, nobody's playlist is the same, so why should your player look the same?"'

A basic ifrogz set, costing $29, consists of a transparent plastic cover for the iPod face and a decal for the click-wheel (those are called "screenz"). The silicone case, called "wrapz," stretches to cover the majority of the iPod, with openings for the click-wheel and screen. A silicone strip called "bandz" is placed along the top, bottom and sides, with only a hole for the earphones, although it can be pulled back to plug stuff into the iPod ports.

"A lot of soldiers in Iraq like it because it keeps out the sand," Broadbent said. "If you're going to drop $300 or $350 on something like that, you want to protect it as much as you can. That was part of the whole idea."

Ifrogz offers about 40 colors of wrapz and bandz and more than 200 stock designs for the click-wheel decal.

"Nanos now come in a few colors, and there are a few other case companies that have different colors, but none even come close to 40," Broadbent said.

The whole ifrogz concept spun from the highly successful Reminderband product line. Broadbent and Scott Huskinson, president and CEO, got into the customized silicone wristband field in late 2004. While several other companies were doing the same thing — Lance Armstrong's "Livestrong" bands helped the market take off — Reminderband found a niche by offering small production runs and small start-up fees for customers. With customers able to order as few as 20 bands sporting custom phrases, the response "exploded" after the company's Web site went active in November 2004, Broadbent said.

In 2005, the company sold about 9 million of the wristbands.

"But the thought, right from Day One, was that we knew that silicone wristbands weren't going to be a hot product forever. We didn't know if it would be three weeks, three months, three years — we didn't know — but we knew it wouldn't be the end-all. So the structure we put together as an online company was a framework so we could put other products into that pipeline," Broadbent said.

The company used its expertise in the silicone business and worked to capitalize on the hot-selling iPod trend.

"We saw some cases that were silicone cases but not with a lot of pizazz," he said. "Usually there's black, there's clear and there's white. We thought, let's infuse some fun into it. And then that developed into, well, let's let customers design their own.

"We knew we came in late to the case game. IPods came out in 2001, and we thought, here we are, just getting into the game. But we got very positive feedback on the initial prototypes and the concept, so we thought we'd give it a try. The iPod accessory market is huge, so we looked at it and said that if we can capture a small percentage of that market, we could probably do OK."

Sales of ifrogz products are "not as crazy" as sales were for Reminderband when it began, but ifrogz is selling "hundreds of cases per day" through its Web site that started in March of this year, he said.

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