Gary Dahl, an advertising executive, created Pet Rock in 1975. They were smooth stones from Mexico’s Rosarito Beach and were marketed like live pets, in custom cardboard boxes, complete with straw and breathing holes. During the Christmas season of 1975, sales spiked during the fad’s six-month run. Dahl sold over 1 million Pet Rocks for $4 each and became a millionaire despite being discounted due to lower sales in February 1976.
Gary Dahl had the idea in a bar while listening to friends complaining about their pets; this gave him the idea for the perfect “pet”: a rock. Rocks don’t need to be fed, walked, bathed, groomed, or die. They don’t become sick or disobedient when they grow up. Dahl joked with his friends that they would make perfect pets. However, Dahl took his “pet” concept seriously and drafted an instruction manual for it. The rock was referred to as an actual pet through puns and gags throughout the manual.
Dahl stated in his booklet:
Your PET ROCK will be a devoted friend and companion for many years to come. Rocks enjoy a rather long-life span, so the two of you will never have to part –– at least not on your PET ROCK’s account. Once you have transcended the awkward training stage, your rock will mature into a faithful, obedient, loving pet with but one purpose in life –– to be at your side when you want it to and to go lie down when you don’t.
Dahl’s most significant expense was die-cutting and manufacturing of the boxes. Rocks cost only one cent apiece, and straws were nearly free. Dahl tacked the pet rock booklet onto a printing job for a client for the initial run of brochures. In the end, he had only to cut and trim a batch, which was almost free of charge to him. A 32-page official training manual titled The Care and Training of Your Pet Rock was included, with instructions on adequately raising and caring for one’s new Pet Rock (notably lacking instructions for feeding, bathing, and so on). As part of the instruction manual, there were gags, puns, jokes, and commands that could be taught to the new pet. The trainer usually had to help the dog roll over because “sit,” “stay,” and “stay” were all effortless.
Pet Rocks became available again on September 3, 2012. Rosebud Entertainment holds the trademark rights to Pet Rock in the United States.
Anybody else annoyed how the article keeps saying it came with “a straw,” like a countable drinking straw, instead of just “straw,” as in the uncountable bedding material?
Only me?
Fair enough.
You can definitely count bedding straw, within reason. But I agree with your main point
You can count strands of straw, sure, but straw as in the bedding material is an uncountable noun.
Friend of the family.
Dude had some conviction about his idea. Hardest part was finding anyone to give him $$ to help fund it. Insane how much they took off.
The creator made $15 million in 6 months. Unreal.
I still find mine oddly comforting. Maybe because I just like having something cold, heavy, and hand-sized to hold onto.
Though mine’s a “stray”, I found him myself instead of buying one. Maybe that makes him all the more special to me.
You’re better off with a loving rescue Rock than paying for an overbred Rock with a host of health issues from unscrupulous breeders.
Who really rescued who?
A real life Thicky Holden if I’ve ever seen one – the booklet was pretty funny, though!
Short lived?
I was still getting pet rocks in the early 80s. Maybe the trend just took longer to get to rural areas.
Pet rocks are still around today. In an official capacity even.