Guru of gadgets

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FAIRFIELD, N.J. (AP) — He's the man behind such clever "as seen on TV" gadgets as the Ped Egg, the Stick Up Bulb and the Doggy Steps.

But wait, there's more!

A.J. Khubani is not only the founder and chief executive of Telebrands, one of the nation's top direct-response TV marketing companies. He's also a college lecturer, helping to inspire a new generation of inventors at Princeton University.

"A.J. has basically brought an extraordinary amount of real-world insight and talent into the course," said Daniel M. Nosenchuck, a Princeton associate engineering professor who oversees the "entrepreneurial engineering" course.

Mr. Khubani, part of a family telemarketing dynasty, developed the course curriculum and assembled experts on industrial design, patent law, branding and direct marketing for guest lectures. He does the opening lecture and comes in periodically to guide students on group design projects.

Students produce mock infomercials, complete with familiar TV ad phrases including "Call now and we'll double your order, just pay separate shipping and handling!" and boasting that "the secret" of the invention is in a revolutionary design.

Sophomore Matthew de Jonge, a mechanical engineering major, said he loved the practical and business knowledge he gained in the class. He and two other students developed the "clean air pillow," a pillow case pouch that traps allergens and dust particles to ease sleep. TeleBrands is evaluating their prototype to see if it can be made inexpensively.

Mr. Khubani, 48, said he has rejected many an idea that sounded good, but wasn't original, couldn't be made or shipped economically, or had other drawbacks.

"We look for products that have mass appeal," said Mr. Khubani. "It's got to solve a common problem."

Some examples have been big sellers, including Doggy Steps, fold-out stairs to help small pets climb onto furniture, and the Stick Up Bulb, a battery-operated light bulb that can be stuck inside any dark, out-of-the-way place; both were Mr. Khubani's ideas. His newest product, launching soon, is Get A Grip, a handle with suction cups to help unsteady people stand or get out of the shower.