That company’s founder has branched out into watches and other types of jewelry and has formed partnerships with brands like Angry Birds and Barbie for themed bracelets.Oh my kids ADORE Rainbow Loom Bands. Rainbow Loom has drawn comparisons to Silly Bandz, the springy rubber bands that were ubiquitous on children’s wrists several years ago. “I’m also expanding into designing accessories.” “I am working on new tools to make more exciting rubber bands and more bracelet patterns,” he said. The official Rainbow Loom videos have garnered a total of 4.6 million views.īut like any new product in a competitive market, the Rainbow Loom faces challenges, including the tendency of children’s toys to fade in popularity.
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One YouTube user named Ashley has uploaded four such videos the most popular, in which she explains how to make what she calls “a starburst bracelet,” has attracted around 450,000 views since Aug. And beyond selling bracelets instead of lemonade, children have been busily posting how-to videos online. Summer camps, many of which prohibit electronics, are another place where the Rainbow Loom thrived. “It’s exciting to see how creative he can be.” “He loves doing technical stuff with his fingers,” Ms. Jennifer Grisafi of Montclair said that her local swimming club was a hotbed of Rainbow Loom activity all summer and that her 7-year-old son now prefers making bracelets to playing video games. The most popular state for sales is New Jersey, according to Mr. The kit is listed as one of the top toys of the summer of 2013 on the chain’s Web site. “It’s a substantial portion of our business right now,” Mr. Specialty toy and craft stores were just the place for loom demonstrations and classes.įor Gary and Molly Fitzpatrick, who own two Learning Express Toys stores in Ohio and one in Michigan, the Rainbow Loom has been a boon for their franchises. The key to selling the kits, it turned out, was educating buyers about how to use them. Soon, other Learning Express Toys stores were clamoring for Rainbow Looms. The owner of a Learning Express Toys store, a chain of 130 franchises, placed an order for 24 looms, and, two days later, she called to reorder. Ng and his daughters posted instructional videos on YouTube, and he bought Google ads to help spread the word. Part of the problem was that people didn’t know what to make of the newfangled toy. They had limited success selling Rainbow Loom online, and their early attempts at placing it in major toy stores fell flat.
Ng assembled kits after arriving home from the office at night his wife, Tyng Fen Chan, worked on them during the day. From it, 24 bracelets can be woven into patterns similar to those traditionally used in lanyards and friendship bracelets, but more complex and colorful.Ī shipment of 2,000 pounds of rubber bands arrived at the family’s home in the summer of 2011. The kit consists of two plastic template boards, a hook, 24 plastic clips and 600 multicolored mini rubber bands. Julia is among hundreds of thousands of youngsters - and parents - in the United States who are using Rainbow Loom. Sales were impressive that night - “we made like $68,” she said. “We had a lot, at least 100,” Julia estimated of their inventory, which they priced at $1 to $2 apiece.
Julia and a friend had made the jewelry out of tiny rubber bands, using a crafts kit called Rainbow Loom. Among the children was Julia Colen, a 12-year-old vacationer from New Jersey, who in addition to hawking cupcakes and drinks was presiding over a stand overflowing with brightly colored bracelets.
LAST weekend in Fair Harbor, N.Y., on Fire Island, a few dozen children gathered on the boardwalk for the local tradition of selling lemonade, baked goods and painted seashells to passers-by at sunset.
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