Wham-o Magic Window - Products and Marketing

Products and Marketing

In 1957, Wham-O, still a fledgling company, took the idea of Australian bamboo "exercise hoops" and manufactured them with Marlex. The new Hula Hoop was born (the name "hula hoop" has been used since the 18th century). Knerr and Melin had created the biggest fad to date. Twenty-five million were sold in less than four months, and in two years sales reached more than 100 million units. By the end of 1959, after US$45 million in profits, the fad slowly was dying out.

Shortly after, they got lucky again with the Frisbee. In 1955 Fred Morrison began marketing a plastic flying disc which he called the "Pluto Platter". He sold the design to Wham-O in 1957 and the design was modified, the product renamed Frisbee and sales took off in 1959.

In the early 1960s, Wham-O created the Super Ball. It was made of a relatively hard elastomer Polybutadiene alloy dubbed Zectron, exhibiting a remarkable 0.92 coefficient of restitution when bounced on hard surfaces. The company sold some 20 million of these during the 1960s, and the NFL named the Super Bowl games after it.

The Frisbee and Hula Hoop created fads. Other products tried to take advantage of existing national trends. In the 1960s, Wham-O came out with a US$119 do-it-yourself bomb shelter cover. In 1962, they sold a limbo dance kit to take advantage of that fad, and in 1975 when the movie Jaws was released, they sold plastic shark teeth.

Many products, of course, were not successful. One such product came as a result of Melin's safari to Africa in the early 1960s. While camping, he discovered a species of fish that laid eggs in the mud during Africa's dry season. When the rains came, the eggs hatched and fish emerged overnight. Melin turned this into the Instant Fish product, an aquarium kit that consisted of some of the fish eggs and some mud in which to hatch them. Its debut at a New York toy fair made it wildly popular, but the fish could not produce eggs fast enough, so the idea was dropped.