Barbie's Got a Brand New Bag

On October 17, 1995, Mattel Inc., makers of the enormously popular Barbie Doll and many other childhood treasures, created a sports division and removed the word "TOYS" from outside its corporate headquarters in El Segundo, California. While some may compare this to Dr. Suess' Grinch removing the toys from Whoville, the sport's insiders see this as a new commitment to the sport of footbag from a major who's who.

The recent acquisition of the Hacky Sack® product line by Mattel, Inc., the world's largest toy manufacturer, could mean unprecedented growth for the sport of footbag. "There can be no question," says Dan Roddick, Mattel's Director of Sports Promotion, "that there is tremendous potential for development of footbag. A major corporation now has a vested interest in this developing sport."

In the spring of 1994, Mattel acquired Kransco, a San Francisco based toy maker that in 1983 purchased Wham-O, who handled the Hacky Sack® line at that time. Since 1994, Roddick says Mattel has been in a transition period, exploring the ins and outs of the sports business. Mattel will continue to support WFA activities, including the World Footbag Championships as well as regional and local tournaments. Roddick, formerly with Kransco, says he will continue to look to the WFA for guidance in promoting footbag, anticipating that Mattel will increase its participation with WFA in direct contact through school physical education programs; become more involved with the International Footbag Advisory Board (IFAB); and increase exposure for footbag events already in place. Roddick also hosts weekly kicking sessions for Mattel employees at their El Segundo, California headquarters. World Champion and WFA member Scott Cleere, who lives close to the Mattel offices, often drops in to join the fun.

Recently, Mattel ran a footbag advertisement in People Magazine's commemorative issue for Jerry Garcia of the Grateful Dead. Prior to Garcia's death, Mattel had been planning to release a special licensed version of the Hacky Sack® Magic footbag imprinted with a Grateful Dead logo. The ad, featuring a tie-dyed Magic footbag reminiscent of Dead-wear, was a timely, albeit bittersweet, tribute to one of rock music's greatest artists. "Dead Heads" can expect the distinctively tie-dyed Magic to appear in retail outlets next Spring. Also next Spring, look for a complete revamp of the Magic and the Kicker lines now handled by Mattel. Roddick promises better playability and other significant improvements in both these lines.

Roddick says it is a real challenge to let Mattel's decision makers know of footbag's potential, but with the WFA's continuing guidance, he is optimistic about success. Not only will the kicking sessions for Mattel employees facilitate the process, but plans are on the drawing board to provide training and competitive opportunities for employees in China, where the product line is manufactured.

With Mattel's solid backing and people like Dan Roddick working toward a broader future for the sport, footbag's popularity should really surge in '96!

CONTENTS

On-Line Edition by Steven L. Goldberg, January, 1996.