After Fads Fade: Silly Bandz Looks Ahead

Silly Bandz (once ubiquitous on the arms of kids and young adults alike) have come and gone in the US, but they're still somewhat popular elsewhere. After the craze peaked last year, Silly Bandz continued to crank out new bands in timely shapes, such as Angry Birds (see above).

The Wall Street Journal asked Robert Croak, Silly Bandz's founder, what happens after this fad fades. "The goal is to become a lifestyle brand of fun, innovative new fashion products that kids can buy for under $20," Croak told the WSJ reporter. He's introduced some inexpensive items like slap-bands (remember those? everything old is new again) and necklaces. Even if these never reach the heights that Silly Bandz reached, Croak may do well if he can keep a small percentage of his customers loyal.

Croak understood that the most optimistic outlook couldn't keep Silly Bandz going strong forever. That's why his marketing plan included development of new products even as his original line was still popular.  Good marketing move!