New York Interactive Agency Blog Post

Silly Bandz: Genius Idea or Idiotic Craze…

By July 26th, 2010

If you have a young child or know anyone between the ages of 6 and 13 you are probably more than familiar with the hottest, most ridiculous new “toy” called ‘Silly Bandz.’ If you’ve never heard of these colorful animal-shaped silicon bracelets you will have soon.

Though Silly Bandz were initially intended for small children, more and more adults are tapping into their inner childhood (flash back — slap bracelets) and quickly jumping on this crazy bandz-wagon. Recently celebrities such as Sarah Jessica Parker have been spotted wearing the colorful adornments, creating even more buzz. I can only imagine what would have happened if Sex and the City was still on air.

Though it’s little confusing how these rubber band wannabes are getting massive attention, there is no denying their success: With an estimated $100 million a year in sales, Silly Bandz CEO Robert Croak is doing something right. With no media dollars in market, this little venture is fully driven by word-of-mouth, Facebook, YouTube and Twitter, demonstrating once again, the power of viral marketing.

Critics, kids, adults, you name it — everyone is talking/arguing about this growing trend.  Heck, even our very own Marina Shifrin is addicted.  At the end of the day, we are impressed with the brand’s skyrocketing success.

Oh! And what better advertisement for your brand than a fan-made rap video?

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