Midterm Project: Silly Putty

Silly Putty has been around for 50 years now, and in the past half-century, it's become an American toy classic. From its origins in a scientist's laboratory in 1943 and its introduction to the world in 1950, to its addition to the Smithsonian Institution, the fun and colorful history of Silly Putty is one of my favorites!
Silly Putty, one of the most popular toys of the 20th century, was invented accidentally. One of the most important resources needed for World War II war production was rubber. It was essential for tires and boots. It was also important for gas masks, life rafts, and even bombers. Beginning early in the war, the Japanese attacked many of the rubber-producing countries in Asia, drastically affecting the supply route. To conserve rubber, civilians in the United States were asked to donate old rubber tires, rubber raincoats, rubber boots, and anything else that consisted at least in part of rubber. Rations were placed even on gasoline to hinder people from driving their cars. “Propaganda posters instructed people in the importance of carpooling and showed them how to care for their household rubber products so they would last the duration of the war. “ www.history1900s.com

Even with this home front effort, the rubber shortage threatened war production. The government decided to ask U.S. companies to invent a synthetic rubber that had similar properties but that could be made with non-restricted ingredients. In 1943, engineer James Wright was attempting to discover a synthetic rubber while working in General Electric's laboratory in New Haven, Conn. when he discovered something unusual. In a test tube, Wright had combined boric acid and silicone oil, producing an interesting gob of goo. www.historyof1900s.com

Wright conducted a multitude of tests on the substance and discovered it could bounce when dropped, stretch farther than regular rubber, didn't collect mold, and had a very high melting temperature. Unfortunately, though it was a fascinating substance, it didn't contain the properties needed to replace rubber. Still, Wright assumed there had to be some practical use for the interesting putty. “Unable to come up with an idea himself, Wright sent samples of the putty to scientists around the world. However, none of them found a use for the substance either. “ www.ideafinders.com

Though perhaps not practical, the substance continued to be entertaining. The "nutty putty" began to be passed around to family and friends and even taken to parties to be dropped, stretched, and molded to the delight of many. In 1949, the ball of goo found its way to Ruth Fallgatter, an owner of a toy store who regularly produced a catalog of toys. Advertising consultant Peter Hodgson convinced Fallgatter to place globs of the goo in plastic cases and add it to her catalog. Selling for $2 each, the "bouncing putty" outsold everything else in the catalog except for a set of 50-cent Crayola crayons. After a year of strong sales, Fallgatter decided to drop the bouncing putty from her catalog. www.aboutinventors.com


Already $12,000 in debt, Hodgson borrowed another $147 and bought a large quantity of the putty in 1950. He then had Yale students separate the putty into one-ounce balls and place them inside red plastic eggs. Since "bouncing putty" didn't describe all of the putty's unusual and entertaining attributes, Hodgson thought hard about what to call the substance. After much contemplation and numerous options suggested, he decided to name the goo "Silly Putty" and to sell each egg for $1.
Silly Putty, marked as "The Real Solid Liquid," It was first marketed to adults but became more popular with children. However, by 1955 the market shifted and the toy became a huge success with children.
This company was able to market the product well throughout the years to keep it appealing to every generation of kids!