A Million-Dollar Business: Plastic Wishbones
CNNMoney.com:
Each Thanksgiving, my household brims with abundance and gratitude. But after dinner my family always squabbles over who gets to break the wishbone. One year I had an idea that would solve the problem for my family and, I was sure, many others on Turkey Day.
I was familiar with plastic manufacturing because I ran a consulting firm that helped Christmas-light makers meet quality standards. So I called eight plastic companies and requested samples of breakable plastic. They wondered why I wanted them, but I didn’t tell. After a year of testing we launched our product in 2004: a plastic wishbone with the feel and satisfying snap of a real turkey bone.
Given my background with seasonal products, I was confident enough of this one to wind down my consulting business and focus on bringing the wishbones to market. We began in a few Seattle-area novelty and grocery stores. By 2006 we had hit almost $1 million in sales, and our four-packs were selling in nearly 1,000 outlets, such as the Party Store chain, in 40 states.
The previous year we had gotten a call requesting a product sample from Sears Roebuck’s ad agency, Young & Rubicam. Next Y&R asked for a quote on millions of wishbones custom-packaged for Sears. We were thrilled, and created a design for it. But then Y&R abruptly went silent. We assumed the deal had fallen through.
Days before Thanksgiving 2005, I spotted a Sears ad insert in our local paper. On its top left corner was a photo of our product! I drove right to Sears and saw that it was using our wishbone and packaging as a marketing tool: Customers got a free wishbone redeemable for $10 off a $100 purchase. My blood boiled as I stood with the product in my hand…
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