Word: cowboying
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...boss of Hopalong Cassidy Enterprises, which gets an average 5% royalty on all sales of Hopalong cowboy goods, Boyd is the latest rider in a rich new stampede. While other retail sales have slumped, cowboy clothes and gadgets have gone galloping ahead. In the first 45 days they were on the market, $1,000,000 in Hopalong Cassidy items were sold...
Retailers have also plugged cowboy stuff to the hilt. As one said: "Cowboy things used to be considered just toys. But we've been smart enough to take them out of the toy class and make many of the items necessities for many kids. Now they wear blue jeans and Levi's to school, even in New York." Brooklyn's Abraham & Straus has set up a special cowboy section; Philadelphia's Lit Brothers has a "Western Trading Post." And retailers have egged on manufacturers to add new "cowboy" items. The latest item on the list...
Typical of the mushrooming new industry is Tennessee's Boot-ster Manufacturing Co. It puts out a plastic spatlike gadget that fits over a boy's shoe, thus "makes any shoe a cowboy boot." J. Z. Miller, part owner of two small department stores, got the idea for his Boot-ster when he overheard parents complaining of the high cost ($5 and up), high heels and narrow toes of boys' cowboy boots...
...teamed up with Lloyd Easterling, an office supplies dealer, and they began making Boot-sters as a sideline. Soon it became their main line. From $75,000 in the first nine months, sales streaked to $250,000 last year. Now Boot-ster has added plastic cowboy cuffs, lariats and spurs, expects to gross $1,000,000 this year...
Lounging in Luxury. Like real cowboys, who take to such luxuries as $125 hand-embroidered gabardine shirts, moppets can also indulge in embroidered shirts for $15, embossed holsters at $15, fringed and decorated leather chaps at $12, and even cowboy pajamas for $2.98. To have a well-dressed cowboy in the home, parents can plunk out as much as $83.40 for a single outfit. For another $42.50, they can buy a gabardine shirt, trousers and felt hat for a cowgirl. Even at those prices, retailers have found little buyers' resistance...