Today’s viral marketing makes it easier for a product to take off and gain popularity seemingly overnight. Of course, some of these products end up being a flash in the pan, but others stand the test of time and become well-loved classics. To get there, it usually means having a combination of a high-quality, innovative product, smart marketing, and excellent customer service. The following companies are innovators with possibly the next “must-haves”: HICKIES, Buddha Board, EarZings and 4moms.