They Rock!

When discussing boomer collectibles we must not forget the pet rock. I remember how they suddenly appeared with much fan fare in offices and gift stores around town and then just as quickly faded from the scene. The creator of the pet rock was advertising executive Gary Dahl. The idea occurred to him one night at a bar with friends when the discussion turned to pets. Dahl stimulated the debate by introducing the subject of pet care and how much trouble some of it could be. He then introduced the idea of a care free pet rock and all its advantages. Dahl’s buddies joined in the debate, which started the creative juices flowing.

Inspired by his late night discussions, Dahl went ahead and created a Pet Rock Training Manual. This manual was a how to guide as far as training and caring for your rock. It was funny and helped fuel the fad. Next Dahl created the pet. Being in advertising Dahl knew how important presentation was, so he purchased Rosarita Beach Stones--which were gray, nicely-shaped stones--for one cent each. To further the appeal of his gift a pet carrying container was created. This case had a handle and air holes on the side and top. The pet was packed inside with fine curly shavings to indicate habitat or nest.

The time came to test the market for his new pet. Dahl chose the San Francisco gift show to introduce his pet. The show was a way for Dahl to circumvent the highly completive toy market. His pet was a hit Nieman-Marcus ordered 500. Inspired Dahl started sending out news releases with photos of himself surrounded by his pets.. Newsweek did a story on him and coupled with two appearances on the “Tonight Show” all done in time for the 1975 Christmas shopping season the craze began. Because of the craze fueled demand of 10,000 rocks being shipped a day, Dahl quit his job and formed Rock Bottom Productions. Soon 75% of all the nations newspapers were doing bits on the pet rock. They all helped promote the gag by offering insights such as testing the rocks for obedience prior to distribution.
The rocks sold for $3.95 a piece. Profits were a dollar a rock. Having sold a million in just a few months Dahl became a millionaire. As with any successful product the copycats entered the market. Soon competitors appeared offering a variety of rocks and such things as obedience services and burial at sea for the beloved pets. By Feb of 1976 the fad was over Dahl and was gone from the limelight. He lives on as inspiration for entrepreneurs around the world and is often mentioned in marketing and advertising courses. Instructors emphasize how marketing can create demand for some of the most ordinary products.

Collecting

What is the original pet rock in mint condition worth? To obtain this information I went to eBay to check on availability and price. I found about a half dozen original 1975 pet rocks. An original complete set which includes carrier, manual and bedding was selling for around $50.00. A set in good condition [the box was showing some wear] was going for $21.50. A competitor’s stud rock complete set from 1975 in mint condition made by The Rock Group[ Ballwin MO] was going for $9.99. So there is appreciation in the pet rock and it is worth collecting. It just goes to show that some of the craziest ideas can make you wealthy.setter.

—Frank

Thanks to these sites for information:

• Wikepedia
• eBay
  

PET ROCKS, by Jane and Michael Stern. Harper Perennial Press 1992.