As much as the current economic recession is negatively affecting consumers' spending on new homes, durable goods and luxury vacations—to name just a few of the commonly cited casualties—so it's buoying sales in other areas. To wit: citing increased "cocooning" at home and a correspondingly heightened focus on couples' sexual relationships, Philips is expanding its offerings in a category it calls relationship care.

A euphemism it may be, but there's no denying the numbers cited by Andrea Ragnetti, CEO of the company's Consumer Lifestyle division, in the keynote speech last week at the IFA show in Berlin. Specifically, 70 percent of consumers surveyed recently by Philips—more than half of them married or living together—said they use or would be open to using sex toys or marital aids. That's probably why the company's existing Dual Massager has done well, and it's certainly part of why the company is now expanding its relationship care line, which was developed with the help of UK relationship expert Paula Hall. The latest offering in the line is called the Sensual Massager, and it's now available online as well as at retailers including Boots, House of Fraser and Amazon UK. Philips' online pricing for the Sensual Massager is GBP 79.99, while a version packaged with candle moodlights is GBP 89.99.

All of which goes to show once again that tough economic times don't mean the opportunities are gone—they've just changed direction. How can *your* brand tap into consumers' stepped-up focus on life, love—and sex—at home...?

Website: www.consumer.philips.com/c/relationship-care/19277/cat/gb/
Contact: www.support.philips.com

Most sports fans have probably dreamt of scoring the winning goal for their national team. Now, thanks to a new UK enterprise, Be A Football Hero, football / soccer fans have the chance to hear a true-to-life commentary of that dream game, with themselves in the starring role.

Designed as a gift experience, this product is reminiscent of the personalised radio shows we featured last year. A key difference, though, is that Be A Football Hero's commentaries can be previewed and ordered within moments. Choosing from a range of options, users select which competition they'd like to play in (World Cup, Champions League, FA Cup or Premiership title game), and then add their name, age, favourite team and the team they want to beat. The automatically generated commentary, featuring professional impressions of top British commentators John Motson, Alan Hansen and Mark Lawrenson, can then be streamed from the site. If they like what they hear, users can order the recording on CD with a personalised greeting card, plus an instant MP3 download, all for GBP 14.99. Commentaries recreate the climax of the game and are approximately two minutes long.

Be A Football Hero was developed by Voice Express, which also sells talking ringtones. In addition to soccer, the company has plans for personalised cricket, snooker, F1, racing and tennis commentaries. Since creating a realistic faux commentary requires knowledge and attention to local details—commentators, teams, lingo—this seems like one to set up for sports fans in your part of the world.

Website: www.beafootballhero.com
Contact: help@beafootballhero.com

Spotted by: Paul Bisceglia

For some knitwear enthusiasts, the best sweaters, socks and hats are those someone knits for you—perhaps even one of Golden Hook's knitting grannies. For others, however, there's just nothing like the gratification of doing it yourself. Enter Wool and the Gang, a Swiss venture that sells all-in-one kits complete with everything that's needed to make a particular knit design.

Fourteen kits comprise Wool and the Gang's do-it-yourself line, each complete with the necessary yarn, a pair of wooden knitting needles, a pattern, a sewing needle and patches. Sweaters, scarves, hats and bags are all among the designs represented, each labelled according to its difficulty level, and a series of video tutorials is even available on the site for those in need of some extra guidance. Peruvian wool and cotton yarn kits are both available in a choice of colours at prices ranging from EUR 55 to EUR 159. Wool and the Gang also sells yarn and ready-made knitwear; its kits are available at Net-a-Porter as well.

While knitting kits aren't new, Wool and the Gang is targeting a specific niche: style-sensitive people who are new to knitting. Its tone and aesthetics clearly play to a crowd that also buys from American Apparel. And there's something satisfying about a kit that includes everything in one convenient package. It's much the same premise that's behind the stylish Safety Box, for example, as well as just about any starter kit under the sun. Pick your style, throw in a little video instruction, and you can tap into a whole new audience.

Website: www.woolandthegang.com
Contact: info@woolandthegang.com

Spotted by: Karitas

Regular Springwise readers may remember the reader-in-residence program London's Andaz Liverpool Street hotel ran last year during the London Book Fair. Picking up on a similar idea, renowned interior designer David Carter recently hosted a series of "Bedtime Stories" events for grownups at his townhouse-turned-boutique-hotel in East London.

Carter opened up the two guest bedrooms in his restored 1717 townhouse—known as 40 WiNKS—this past spring, primarily for the use of photographers, designers, models and others in the creative and fashion industries. In part to mark the launch, he teamed up with audio fiction retailer Spoken Ink to conduct four storytelling nights featuring performances by Spoken Ink actors. The events took place on four Wednesdays in June and July, and each focused on a different theme: "stories to make you smile," for example, or "love and longing." Guests at the candlelit events—which cost GBP 20—were asked to wear pajamas or other nighttime attire; between-performance drinks and appetizers were provided. Concluding each event was a live musical performance.

"It goes right back to when people were sitting around in their caves, talking about buffalo hunts, or coming home and saying they ran into their pterodactyl that day," Carter told the Wall Street Journal.

Indeed, whether it's a buffalo hunt or a unique nocturnal event at a flamboyant boutique hotel, consumers crave experiences they can turn into status stories of their own, impressing their friends and family with what they've seen and done. Provide such fodder in an engaging and memorable way, and you'll be able to write your own happy ending! ;-) (Related: Heathrow Airport installs writer in residence.)

Website: www.40winks.org
Contact: www.40winks.org/reservations.html

Spotted by: WSJ via Judy McRae

A while back, we featured MyCricketCoach, which provides long distance cricket training by web. While there are benefits to picking a niche, a different website allows athletes and coaches of all sports to give and get online coaching.

The online community at Upmygame helps athletes gain advice from professional coaches and other users. At sign-up, participants are asked to specify whether they're an ‘athlete’ or a ‘coach’, although both parties can give and receive advice. Critiquing takes place via short videos uploaded by athletes, containing footage of them practising their chosen sport—anything from football to yoga. Frame-by-frame playback allows for precise commentary in the form of diagrams and text. Bringing an authentic coaching experience to the web, any coach with a mic on their computer can also upload a recording of their advice. Although the site places an emphasis on its ability to help athletes improve, it also acts as a money-making platform for coaches who wish to charge for their insight.

Whereas all of MyCricketCoach’s advice came from one coach, Upmygame acts as a broker for advice, turning it into a P2P marketplace—an Etsy for coaching, if you like. Now that services can be sold online as easily as products, what gaps can you benefit from bridging? (Related: Sell what you say — Hair salon offers Skype consultations.)

Website: www.upmygame.com
Contact: info@upmygame.com