one thousand Desk Apprentices were sold in the 15 minutes after Apprentice 3 aired.

one thousand Desk Apprentices were sold in the 15 minutes after Apprentice 3 aired.
Press kits that arrive here at the reality blurred suites and towers often include videos or sometimes little tchotchkes, such as the rubber cigarettes pack that came with information about PAX’s Cold Turkey. But what arrived Friday here (and on journalists’ desks elsewhere) topped them all: a press kit in a box the size of a cube refrigerator. Inside was the standard folder with releases, focusing on last week’s episode of The Apprentice 3, and also a Desk Apprentice. This is Magna’s creation from Thursday’s episode, which Staples says represents “the first time a retailer has manufactured a product created by ‘The Apprentice’ candidates and made it available to consumers immediately after a new episode airs.” That’s sort of an easy record to break, though, since most things they’ve created over three seasons have sucked. But the Desk Apprentice does not suck, and I am not just saying this because a free one is sitting right next to me. I should have known that, immediately after I criticized the show’s candidates for creating crap, we’d have two weeks of great products: Kendra’s kick-ass Pontiac brochure, and now the Desk Apprentice.

Magna’s product has also captured the public’s attention. The Indianapolis Star notes “that 15 minutes after ‘The Apprentice’ episode ended, more than 1,000 of the items–$35 a piece–were sold through the chain’s Web site.” The Desk Apprentice is produced in Indiana by Deflect-O Corp, which is the company’s actual name. According to a memo the paper obtained, Defelect-O “is now considered the vendor of choice for injection-molded projects and other Staples brand initiatives.”
+ update: Staples sold out of Desk Apprentices.

about the writer

Andy Dehnart is a journalist who has covered reality television for more than 15 years and created reality blurred in 2000. A member of the Television Critics Association, his writing and criticism about television, culture, and media has appeared on NPR and in Playboy, Buzzfeed, and many other publications. Andy, 36, also directs the journalism program at Stetson University in Florida, where he teaches creative nonfiction and journalism. He has an M.F.A. in nonfiction writing and literature from Bennington College. More about reality blurred and Andy.