TABLE OF CONTENTS

PART I: WHAT IS A FAD?

Chapter 1: Common Characteristics of Fads

Pre-Emergent Characteristics
Simplicity
Uniqueness
Post-Emergent Characteristics
High Level of Participation
High Awareness
Fast Build and Fast Fall
Short Life Span
Consumer-Driven

Chapter 2: Sources of Fads

Entertainment, Comic, Licensing, Toy and
Publishing Fads
Novelty Fads
Dance, Music and Advertising Fads
Fashion and Celebrity Fads
Game Fads
Sports Fads
Other Sources of Fads

Chapter 3: Types of Fads

The Four Major Types of Fads
One-Item Fads, Proprietary
One-Item Fads, Multiple Marketers
Thematic Fads
Property-Based Fads
Fads-within-Franchises
Fads-within-Fads

Chapter 4: Geography and Demographics

International Fads
Geographic Spread
Fads for Preschoolers
Fads for Kids 4-11
Fads for Teenagers
Fads for College Students
Fads for Adults
Gender and Race

Chapter 5: How To Tell a Fad from a Trend

Longevity
Existence of Underlying Reasons
Lasting Impact
Benefits and Personalization
Who Is Participating
Relationship To Other Trends
Cause for Confusion

Chapter 6: Fads, Franchises and Brands

Life Span
Identity/Symbolism
Media Presence
Multi-Product Presence
Source/Proprietorship
Integration
Need/Desire Fulfillment
Repeatability and Diversity of Expression
Gray Areas
Management Issues

Chapter 7: How Fads Have Changed

Over Time
Source
Cyclical Changes
Time Spans
Price and Total Sales
The Spread of Fads

PART II: THE LIFE CYCLE OF A FAD

Chapter 8: Fad Life Cycles

Life Cycle Similaritie
The Four Major Life Cycle Patterns
True Fads
Cyclical Fads
Generational Fads
Fads-To-Franchises

Chapter 9: Phases of a Fad's Life Cycle

Differences Between Life Cycles for Fads and Traditional Products
Phases of a Fad's Life Cycle
Development
Introduction
Early Growth
Word of Mouth
Product Shortages
Price Increases
Heavy and Positive Media Coverage
Competition
Awareness Spreads
Late Growth
Market Saturation Approaches
Line Extensions
Media Coverage Turns More Negative
Maturity and Decline

Chapter 10: How Do Fads Spread?

Diffusion Theory
Innovators
Early Adopters
Early Majority
Late Majority
Laggards
Relevance of Diffusion Theory To Fads
Cascade Theory
Fashion Theory
Chaos Theory In Entertainment
Word of Mouth

Chapter 11: Why Do Fads Catch On?

Why Fads Take Off
Status
Identity
Escapism
Signs of the Times
Scarcity Equals Value
Labeling and Awareness
Why Fads Decline
Saturation
Controversy
Replacement
Signs of the Times
Reasons Beyond the Marketer's Control
The Role of Gatekeepers

PART III: MANAGING FADS

Chapter 12: How Do You Know You

Have a Fad?
Characteristics of the Fad
Grassroots Demand
Market Research
Analyzing the Fad

Chapter 13: Managing the Fad

Jump-Starting Demand
Publicity
Advertising
Promotional Activity
Demonstrations
Targeted Sales
Selling to Gatekeepers
Monitoring the Life Cycle
Inventory Control
Competition
Timing
Financial Considerations
Types of Companies That Succeed

Chapter 14: Turning a Fad Into a Franchise

Inherent Characteristics
Steps to Ensure Longevity
Taking a Break
Narrowing to the Core
Continuing Franchises
The Role of Collectibility
Franchise or Brand?
Changes In Marketing Strategies
Maintaining Awareness
Keeping the Franchise Fresh
Can A Brand Strategy Work During a Fad's Peak?

Chapter 15: Tying In with a Fad

Timing
Inventory Management
Selection Factors
Legal Factors
Financial Risks
Types of Companies That Succeed
Benefits of Fads to Tie-In Partners

PART IV: CASE STUDIES

The Brownies (1880-1910s)
Gibson Girls (1880s-1910s)
Teddy Bears/Roosevelt Bears (1906-1910)
Kewpies (1909-1920s)
Buster Brown (1910s)
Mah-Jongg (1922-1924)
Mickey Mouse (1928-1934; 1955)
Shirley Temple (1934-1938)
Charlie McCarthy (early 1940s)
Zoot Suit (1941-1942)
Slinky (1945-1946)
Shmoo (1948-1949)
Howdy Doody (1949-1956)
Silly Putty (1950-1951)
Hopalong Cassidy (1950-1954)
Scrabble (1952-1954)
Davy Crockett (1955)
Zorro (1957-1958)
Hula Hoop (1958)
Barbie (1959; continuing)
The Twist (1960-1963)
Peanuts (1960s; continuing)
Yo-Yos (1961; continuing)
Monsters (1964)
James Bond 007 (1964-1966)
Trolls (1964; 1992)
Super Ball (1965)
Batman (1966; 1989)
The Monkees (1966-1968)
Twiggy (1967)
Nehru Jackets (1968)
Hot Pants (1971)
Smiley Buttons (1971; mid-1970s)
Streaking (1974)
Mood Rings (1975-1976)
Pet Rock (1975-1976)
Muppets (1975-1982; continuing)
Star Wars (1977-1984; continuing)
Garfield (1980s; continuing)
Strawberry Shortcake (1980-1982)
Rubik's Cube (1981-1982)
Smurfs (1981-1984)
Deely Bobbers (1982)
Wacky WallWalkers (1982)
E.T. (1982-1983)
Pac-Man (1982-1983)
Trivial Pursuit (1982-1985)
Menudo (1983)
Michael Jackson's Thriller Period (1983)
He-Man and Masters of the Universe (1983-1985)
Where's the Beef? (1984)
Transforming Toys (1984-1985)
Cabbage Patch Kids (1983-1986)
Teddy Ruxpin (1985)
Baby on Board (1985-1986)
Pound Puppies (1985-1986)
ALF (1986-1987)
Ghostbusters (1987-1988)
Teenage Mutant Ninja Turtles (1988-1991)
New Kids on the Block (1989-1990)
Lambada (1990)
Slap Bracelets (1990)
The Simpsons (1990-1991)
Clackers (1990-1991)
Beverly Hills 90210 (1991-1992)
Super Soaker (1991-1992)
Barney (1992-1994)
Goosebumps (1992-1997)
Milk Caps (1994)
Mighty Morphin Power Rangers (1994-1995)
Macarena (1996)
Beanie Babies (1996-1997)
Tickle-Me Elmo (1996-1997)
Virtual Pets (1997-1998)

LIST OF EXHIBITS

Exhibit 1: Total Life Spans of Fads
Exhibit 2: Typical Sources of Fads
Exhibit 3: Types of Commercial Fads
Exhibit 4: Percentage of Commercial Fads, By Type
Exhibit 5: Prices For One-Item Fads (Proprietary and Multiple Marketers)
Exhibit 6: U.S. Fads, By Region of Origin
Exhibit 7: Characteristics Of Fads, By Target Age Group
Exhibit 8: Fads By Target Age Group
Exhibit 9: Selected Differences Between Fads and Trends
Exhibit 10: Illustrative Examples of Fads Versus Trends
Exhibit 11: Respective Characteristics of Fads, Franchises and Brands
Exhibit 12: Selected Fads By Decade
Exhibit 13: Graphic Representation of the Life Spans of Fads, By Type
Exhibit 14: Fads By Life Cycle Type
Exhibit 15: Charted Life Spans of Selected Fads
Exhibit 16: Graphic Representation of Typical Life Cycles, Fads Versus Traditional New Products
Exhibit 17: Typical Traits of Each Life Cycle Phase, Traditional Products Versus Fads
Exhibit 18: Percentage of Fads That Turn Into Franchises, By Method