USA Today brings us some fantastic cold-hard-truth news today that we’ve been waiting for a very short while to hear: the Silly Bandz fad is “donzo”, as the donners of these rubber-bands-for-your-wrist might gramatically incorrectly say.
While some might argue that the iPad or the Republican Tea Party was the biggest fad of 2010, USA Today informs us that it was in fact, Silly Bandz. But like the iPad Mini and the Whig Party, the fashion trend’s days are basically over.
Here’s the scholarly news magazinewspaper with more:
Don’t tell Santa, but the national infatuation with Silly Bandz and other shaped, silicone bands that were America’s hottest fad in 2010, seems to have snapped. (get it?? gr8 pun, guys!)With Christmas days away, many retailers say they have cut way back on the number of bands they carry and some have stopped selling them altogether.
“Kids move on to the next fad,” says Jim Silver, editor of TimetoPlayMag.com, a website that reviews toys for consumers. “The bands were hot because you couldn’t get them. Now, the market has become saturated. “
No one knows how big that market is for the bands that sell for up to $4.95 for a 24-pack. But Silly Bandz sales, alone, hit the $200 million a year mark at their peak. Advertising Age named it one of America’s “Hottest Brands.” But retailers report sales have seriously softened. Many brands have become:
•Yesterday’s news. 7-Eleven has seen a 97% drop in bands sales since the peak in early May, spokeswoman Margaret Chabris says. Only 25% of 7-Elevens now sell them vs. 72% in May.
•Stocking stuffers. At a Learning Express store in Wilmington, N.C., owner Shelley Hobson has begun a “5 packs for $5” Christmas stocking-stuffer promo of the bands that once sold for $5 a pack.
•Twofers. After selling 4,000 packs of bands in May, Doodlehopper 4 Kids stores in Northern Virginia sold 250 last month — even though the chain was selling them 2-for-1. “I don’t want to see another Silly Bandz,” owner Terry Young says.
•Discontinued. After selling 5,000 packs in the second quarter, Auntie Penny, a store in Chappaqua, N.Y., expects to sell 100 in the fourth quarter, co-owner Eve Spence says. “Things have changed dramatically.”
•Minor sales items. Disney Consumer Products, which sold $25 million worth over the past year expects to sell “a few million” dollars worth over the next year, Vice President Stephen Teglas says.
•Fodder for other stuff. Bands “peaked” last summer at Toys R Us, spokesman Bob Friedland says. The chain is now pushing Rad Bandz, thicker silicone bands made by Silly Bandz with words on them like “Drama Queen.”
“Rad Bandz” you say? That sounds original and marketable. Oh wait, the LiveStrong meme is totally “donzo” too. So, uh, no that’s not gonna work either.
