Client Case Study:

Hanukkah Tree Topper

The Situation:

Morri Chowaiki formed a partnership with Daymond John for his product Hanukkah Tree Topper on the fifth season of business reality show Shark Tank. Not only was Morri looking for an investment, but he was also seeking a strategic partner to grow his company with a direct focus on both physical and digital retail.

The Shark Group Approach:

Realizing the growth potential, Daymond saw an opportunity in product licensing where Hanukkah Tree Topper licenses their trademark and patent to a company that oversees manufacturing and product distribution. Digitally, through the help of Shopify, The Shark Group team was able to help improve its e-commerce initiatives. Through The Shark Group team’s knowledge of digital marketing and search engine optimization, they prepared Morri and Hanukkah Tree Topper to take advantage of 7-8 million unique viewers upon its Shark Tank episode airing. Taking this hybrid approach allowed Hanukkah Tree Topper to optimize both its physical and digital points of sale.

The Results:

  • With the help of Daymond and The Shark Group, Hanukkah Tree Topper has successfully licensed its trademark and patent to the Kurt S. Adler Company, the largest licensing and importing wholesaler of holiday goods in the United States.
  • Hanukkah Tree Topper is now sold at some of the world’s largest retailers such as Bed, Bath & Beyond and Toys R Us.
  • 2014 retail sales are projected to grow 150% from last year.
  • The Hanukkah Tree Topper has become among the most recognizable brands within the holiday décor category.