Made of what the Silly Bandz Web site calls " percent medical-grade silicone," the bands are manufactured quite cheaply in China [source: Silly Bandz ]. In fact, a toy analyst estimates that each Silly Bandz package costs "nickels" to produce, and eyes the profit margin at close to 75 percent [source: Berfield ]. The science behind the bands is predictably simple.
Silicone is a very malleable material. With changes to its molecular structure, the substance can become quite rigid and hard like the rubber in car tires or it can take on the properties of a thin fluid think silicone gel in breast implants. Landing somewhere in between both extremes, the silicone in Silly Bandz is able to have a "backbone" that can bend without breaking and mold toward specific forms [source: Dow Corning ].
And while some might grumble that loads of rubber bands aren't helping the environment, the original use from a Japanese designer who molded rubber into flexible shapes was actually intended to prevent people from throwing away countless rubber bands by keeping them attached to their frog-shaped band [source: Marek ]. So far, we know that Silly Bandz are made of silicone rubber and come in shapes.
That's all fine and good, but what the heck are people actually doing with them besides oohing and aahing as their bracelet comes off to reveal a blobby bear-shape? First of all, let's establish who exactly is wearing these bands. Silly Bandz were first targeted toward elementary school-age children manufacturer-recommended for ages 5 to 12 [source: Amazon ]. While that certainly makes up the bulk of their audience, it's not limited to children.
Celebrities like Sarah Jessica Parker, Zooey Deschanel, Anthony Bourdain and Shakira have all shown up on red carpets or in paparazzi snaps sporting their favorite kid's fad.
Teenagers -- perhaps propelled by a sense of irony -- have begun embracing the trend in , wearing the bracelets to high school [source: Stone ]. Now that we know who's wearing them, the question quickly becomes why. Like a lot of trends -- especially those popular among elementary school kids -- Silly Bandz aren't exactly answering life's larger questions.
In general, the bands are traded for interesting shapes and styles there are many debates about "rarer" Silly Bandz. Many companies, celebrities and any number of endorsements have formed partnerships with Silly Bandz. Some seem to hit the target audience just right Justin Bieber Silly Bandz, in the shape of his trademark baseball cap , while others seem a little bizarre Kardashian Silly Bandz in the shape of a purse.
Internationally, Silly Bandz have also made a big splash. By August , Silly Bandz were getting buzz in Britain as the "next big thing. But Silly Bandz aren't all fun and no games. Embracing the madness, shoot over to the next page to see how teachers are using the accessories for educational tools -- and how Silliness extends to far more than just Bandz.
It may not be entirely accurate that Silly Bandz are going to spark a lot of intellectual curiosity, but it's also true that there are redeemable educational moments to be found in the stretchy shapes. Targeting the elementary set, how about asking children to present a report on their favorite Silly Bandz animal [source: Kreusch ]? Our U. The craze in the United States is over, and that doesn't offend me at all.
That's why we're so vigorous about adding new products to go with the brand. Once you've had a big hit, it seems people are willing to give you more chances, because they think maybe, just maybe, your luck will strike twice.
Top Stories. Top Videos. Kelly Kollar. Sponsored Business Content. What's the key to Croak's trendspotting talent? Luck, he says. Trendspotting, in his view, is more an innate ability than a learned skill. But paying attention plays a big part. He credits a past career in concert promotion for helping him hone a sense for what works.
Croak's road in business hasn't always been a smooth one, and he has made his share of mistakes. In , Croak was convicted of forging a check, which he says he signed as a favor to a business associate. Two years later, he ran into trouble with the taxman.
He says he has learned to avoid taking unnecessary chances as a businessman. These days, Croak is focused squarely on the future. Sustaining his company's profitability is what holds his attention now. To keep the hits coming, he established an incubator within BCP to develop new ideas from other inventors. Two or more from the pipeline are expected to reach market in early There are constantly more different designs coming.
Her company markets them as a fashion accessory rather than as a toy, which is what they were originally. I definitely wouldn't say it's just children, but that's where the craze started - with children in America. UK companies are now hurriedly importing the products. Major toy shops, such as Toys R Us, predict they could be the "hottest toy of the year" and the fashion and jewellery store Claire's Accessories has launched its own range called Rubber Bands.
Celebrities such as Henry Holland have been tweeting about them.
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