NBC's Today Show Host Kathie Lee uses THROX Sock to Dab a Teary Eye

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THROX--the socks that come in threes--a huge hit on America's Today Show now hits the UK.

You might say Susan Boyle was never kissed, but on The Today Show she was THROX'd.

And so were millions of viewers.

While viewing a clip of Miss Boyle's heartrending performance on Britain's Got Talent, NBC Today Show host Kathie Lee Gifford became so emotional she used a THROX sock to wipe away a tear of joy.

Instantly, that image of Kathie Lee dabbing a tear with her third THROX became famous throughout the world.

And so has THROX.

THROX founder, novelist Edwin Heaven, claims his invention has solved the age-old mystery of The Missing Sock by packaging socks in threes (so when one loses one, one stills has a pair).

Says Heaven: "If cars come with a spare, why not a spare sock?"

The front of a THROX package explains it best. Directly below an image of a woman with three legs (wearing all three THROX) it reads: THROX is three socks for the price of two. Three socks for when you lose one. Three socks last longer than two.

"Shoppers throughout the world need added-value now more than ever," says Heaven, "and THROX's unique selling proposition--a FREE bonus sock--is a fast solution for a slow economy."

It's also a very smart solution. One could call that THROX third sock a godsend--considering that every washer/dryer has either a sock monster or some kind of Bermuda Triangle.

Readers' Digest Magazine calls THROX "Best Innovation!" Brandweek Magazine calls it "Best Solution!" USA Today calls it "The Cure for the Missing Sock!" And when Edwin Heaven appeared with his invention on CNBC's The Big Idea with Donny Deutsch, THROX was called "a big '70 million dollar' idea."

And now, says Today Show host Kathie Lee, with a THROX sock on her hand (like a puppet) while blotting a tear, "THROX comes with an extra sock. And that sure comes in handy!"

Kathie Lee is not the only celebrity raving about THROX. It's on the tips of many a famous tongue and their famous feet. Eva Longoria Parker loves her THROX. So do platinum recording artists WHITE STRIPES and OUTKAST, to name but a few.

And now that THROX is headed to the UK, who knows? Maybe Her Royal Majesty will find THROX every bit as enchanting as the iPods given to her by US President Barack Obama and First Lady Michelle.

View clip of Kathie Lee and THROX: http://www.youtube.com/watch?v=DH6oehBDdGM

About the inventor: Along with inventing THROX, the first socks to come in threes (so when you lose one, you still have a pair), Edwin Heaven writes like hell. Along with being the author of the novel The World's Most Handsome Man, he's written, produced and directed over a hundred films, big and small, including "The Organist" (official entry at 22 international film festivals) and wrote the original script for "Howard the Duck." His work has appeared in Rolling Stone, Oui and Playboy and he's written comedy for Tim Conway, Rich Little, Bob Newhart and Jonathan Winters.

Contact Information:
(415) 290-7633


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