The birth of a would-be fad

Scott McWhinnie, "pez-ident" and CEO of Pez Candy, says Pez dispensers are sold in more than 60 countries and that in the US each year, "more Pez dispensers are sold than there are kids." He attributes his product's success and "continuous growth" to a synergistic effect between the "great-tasting" candy and its collectible, fun dispenser. Still widely available at supermarkets and other stores, a dispenser and three rolls of candy now costs $1.49. The 50th-anniversary commemorative dispenser sells for $19.52.

In April 1975, California advertising executive Gary Dahl was out with friends when the conversation turned to pets. After hearing all they had to say about theirs, he noted that his didn't need looking after, and never gave him trouble. The idea for the Pet Rock was born - and the product was introduced at a San Francisco gift show four months later. Original list price: $3.95

After getting wind of an early marketing campaign by Mr. Dahl, Newsweek picked up on the concept and wrote a half-page story. By late October 1975, about 10,000 pet rocks a day were being sold. By Christmas, nearly a million rocks had rolled off shelves. Although many imitations - such as "The Original Pet Rock" - hit the market, the fad faded relatively quickly. Pet Rocks can now be found on eBay for about $9.95 and at www.incrediblegifts.com for $7.50.

Created by H. Ty Warner, who founded Ty Inc. in 1986. The first two Beanies, Brownie and Pinchers (a bear and a lobster, respectively), were unveiled in 1993. A few months later, the company released the rest of the so-called Original Nine at the New York Toy Fair. Original list price: $5

By 1995, Beanie Babies were available nationwide. In early 1996, when many thought the fad would be winding down, sales grew tenfold and the company had to lease three airliners to rush a shipment from overseas to the US. Ty would make a $250 million in 1996. The following year, the company partnered with McDonald's in a Happy Meal promotion, making miniature Teenie Beanies available. Full-sized Beanies are available at small speciality and gift stores and through various websites. "Retired beanies" sometimes sell for thousands of dollars.

It's hard to trace the history of bobblehead dolls, bobbers, or nodders. One report says that they were invented in China in the 1600s. Michael Lewis, marketing manager of Alexander Global Promotions, says they first surfaced in the US early last century. They grew in poplularity through the 1950s, '60s, and early '70s, but then faded away - until a few years ago. Original list price: $1 to $3

In 1999, Mr. Lewis's company was approached by the San Francisco Giants to create a Willie Mays bobblehead doll. Fans loved it. In the ensuing frenzy, sports teams nationwide ordered the 6- to 7-inch ceramic statuettes of their star players. Limited quantities are given away as promotions while others are sold in souvenir stores and at some larger retailers. Many organizations, from Disney to colleges, now order them. Lewis says that the average price of a bobblehead doll today is between $15 and $20, but some are sold for hundreds of dollars at auctions. This fall, Alexander Global Promotions will launch $4 to $6 miniature bobblehead dolls (4 inches tall) that will be available in stores.

Steven Savides - Staff

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