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Think Fast

Cash in on fads

This story appears in the August 1999 issue of Business Start-Ups magazine.

Vic Pella spent six years in the , ran a part-time promotional products with a partner in , then started a pool-cleaning business. But in late 1996, the entrepreneurial bug struck again, and the 30-year-old inventor decided to take advantage of the surefire market opportunity the year 2000 represents.

Pella's Studio City, California, company, Idea Express Inc., makes a line of products for the year 2000, including a hat with an LCD panel on the front that flashes "Happy 2000"; a teddy bear that shouts "Happy Millennium" when you squeeze it; and the "Countdown Candle," which burns down during the last seven days of the millennium, revealing a solid "2000" at its core.

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