Robert Croak founded Brainchild Products, which was the company who in 2006 released a bunch of colorful, shaped rubber-bands called Silly Bandz. Anyone who was born from 1997 to 2007 probably remembers the Silly Bandz craze in elementary school and middle school. Silly Bandz success was no accident but a lot of hard work by the hand of the inventor.
When Robert was 23, he took over his grandparents’ restaurant and got into the business ownership world. He opened two more restaurants during the 1990’s as well as started a concert promotion company and a custom apparel company where he first experimented with selling custom rubber band bracelets. Robert thought that this idea of custom silicone bracelets would be a big hit, but he didn’t get as much traction as he had hoped.
Silly Bandz finally took off at a trade show in China in 2006, where Robert saw similar shaped rubber bands created by a Japanese designer. This trip gave Robert the three changes he needed for Silly Bandz to be what they are today; bigger, thicker, and more detailed. During the peak of the craze, in 2008, more than a million packs of Silly Bandz a week were sold. Phones were ringing off the hook and supply was flying off of the shelf.
Silly Bandz was so successful, they ran a Facebook ad offering work on the spot. A line down the sidewalk was the response, and the warehouse was so full of work that tables outside the building were being used to pack orders. The frenzy started to slow during the summer of 2010, at which point the craze in the Unites States was thought to be over. Robert Croak was content and was happy to have hit it big with his idea, but that is not the end.
Walking around campus, I have noticed a very interesting article on primarily sophomores and freshman’s arms. Its Silly Bandz, making a potential comeback. I asked my friends why, and the reasoning that I have gotten is that they remind them of an earlier time in their life, and they are simple and classic. Who knows how this new emergence will affect the company; maybe there will be another $200 million craze, or just another blip on the map. Either way, Silly Bandz has affected millions of people through its fun, crazy colored and shaped silicone bracelets.