Baby Boomers are a hardy bunch. They rode in cars that weren’t equipped with special toddler seats, walked to and from school without being electronically tethered to their parents, ate lunches filled with allergens and preservatives, played with toys that would be quickly pulled from shelves today, and still persevered to become the largest living generation of the U.S. population. Whether you owned a Johnny Seven One Man Army or just want to know more about the ultra-violent, bestselling toy of 1964, let's take a look back at some of the dangerous toys of yesteryear and the commercials that sold them.
My younger brother had one of these, and I’m here to tell you that as tiny as it was, this gun had some serious firepower—those little plastic bullets hurt like heck! (You think your average seven-year-old boy is going to pay attention to the package disclaimer that warned against aiming the Sixfinger at human targets?) Just in case the possibility of losing an eye to a sharp projectile wasn’t edgy enough, one of the “bullets” came equipped with a cap—the shock-sensitive exploding variety. All this mayhem was available for the bargain price of two dollars.
2. SWING WING
The Transogram Company had been producing mainstream toys such as Tiddlywinks and doctor's kits since 1959. Then one day in 1965 the vice president of product development, whose brother-in-law was apparently an out-of-work chiropractor, came up with the idea for the Swing Wing. Nothing says “fun” like a cerebral hemorrhage, so Swing Wing was eventually pulled from the market, leaving kids searching for a new fun way to get their spinal injuries on.
3. SLIP 'N SLIDE
Wham-O introduced the Slip ‘N Slide in 1961, a time when neighborhood swimming pools were few and far between and water slide theme parks were nonexistent. The idea was to cool off and have fun at the same time by running up to and then belly-flopping down on a water-slicked strip of vinyl. Wham-O sold millions of Slip 'N Slides over the years, and if a kid broke a toe on one of the stakes that secured the mat to the ground or left most of their epidermis on the driveway because they slid too far, well, as Mom always said, “It’s your own fault, don’t come crying to me.” It wasn’t until the more litigious 1990s that words like “spinal cord injury” and “death” started appearing in the lengthy list of warnings included on the Slip ‘N Slide instruction sheet.
4. WATER WIGGLE
It looked innocent enough, but if your neighborhood had good water pressure and some joker turned the hose on full blast, Wham-O’s Water Wiggle turned into a semi-lethal weapon. It danced and bobbed erratically, and could wrap around you like a boa constrictor. And that plastic head was heavy! But bloody noses and chipped teeth were a small price to pay for some summertime fun.
5. JOHNNY SEVEN ONE MAN ARMY
No wonder kids today get into so much trouble—it’s those consarned video games they’re always playing. Nothing but shooting and street fighting and an overall culture of violence. Not like the toys of the 1960s. Back then we had wholesome products like the Johnny Seven One Man Army, which was the biggest-selling toy for boys in 1964. Johnny Seven came equipped with a cap pistol, rocket launcher, and “armor piercing” bullets, along with a few other features necessary for stopping Communism dead in its tracks.
Johnny Seven weighed about four pounds fully assembled, so a kid got a good aerobic workout when he ran around toting one outside in the fresh air and sunshine. Topper Toys used a unique tactic to give Johnny Seven maximum exposure: instead of only stocking it in toy and department stores, they also made it available in grocery stores, a place mom usually dragged her kids to at least once per week.
6. CREEPY CRAWLERS
An exposed hot plate combined with potentially toxic fumes equaled fun in 1964. The Thing Maker was a gadget you plugged in and then waited until it heated up to 300°F. Then you poured “Plasti-Goop” into the creepy insect-shaped metal molds and waited for them to heat-set. Ideally, you were supposed to wait until after you’d unplugged the Thing Maker and it had cooled off before removing your Creepy Crawlers, but who has time for that when you want to put a fake spider in your sister’s bed before she turns in? Burns and blisters were a fact of life in the plastic bug business, and you simply sprayed the injury with some Bactine and hid it from Mom so she wouldn’t take your Thing Maker away. Plasti-Goop was marketed as “non-toxic,” but that was in 1964 before the dangers of little things like melted PVC and lead paint were generally known.
7. WHAM-O AIR BLASTER
Wham-O introduced the Air Blaster gun in 1965 ... then pulled it from shelves not too long afterward. It turned out that some kids weren’t content to just blow out birthday candles long-distance; they were pointing their Air Blaster right against their friends’ ears to “see what happened.” (Permanent damage was the answer.) Those same pranksters also discovered that any object that could fit into the muzzle could also be shot with missile-like force. You know what they say, it’s all fun and games until someone figures out how to use their Air Blaster as a flamethrower.
8. WHAM-O WHEELIE BAR
The lack of protective helmets in this commercial is understandable, since they weren’t readily available at the time. But barefoot kids popping wheelies, riding no-handed, and performing daredevil stunts like standing on the seat? One has to wonder whether Wham-O held stock in some urgent care clinic chain.
9. SUPER ELASTIC BUBBLE PLASTIC
Surprise! We have yet another entry from those folks at Wham-O. This time the fun was contained inside a metal toothpaste-like tube filled with a colorful liquid-y plastic-y substance. You squeezed out a tiny glob of the stuff, rolled it into a tiny ball, and then plopped it onto the end of a plastic straw, which was included. Then you blew into the straw to create a multi-colored sphere that was more durable than a soap bubble, but a bit more fragile than a traditional balloon. The drawback was that one of the main ingredients in Super Elastic Bubble Plastic was ethyl acetate, a solvent used in nail polish remover. Combine that with polyvinyl acetate, the other primary component, and kids were exposed to some serious health risks if they happened to inhale too much while inflating their plastic bubbles.
10. WITCH DOCTOR HEAD SHRINKER KIT
Who knows exactly what chemicals made up the “plastic flesh” that progressively shrunk over the span of 24 hours. Given the time period (the late 1960s) we’re guessing that either the flesh or the paint had some level of toxicity. But what about the other inherent danger involved? Say you, as a kid, taking advantage of the assurance in the commercial that homemade shrunken heads were appropriate for “all occasions”? Would Mom smack the heck out of you after Grandma nearly collapsed when she unwrapped the shrunken head birthday present you’d made for her?
BONUS: GILBERT U-238 ATOMIC ENERGY LAB
I’m sort of sneaking this one in, as I don’t know if it was ever advertised on television, but it’s too good to pass up. In 1951 A.C. Gilbert, the man who invented the Erector Set, introduced a brand new educational toy: the Gilbert U-238 Atomic Energy Lab. Gilbert worked closely with physicists at M.I.T. while developing the kit, and also had the unofficial approval of the U.S. government, which thought that such a toy would help the average American understand the benefits of nuclear energy.
The Lab came equipped with a Geiger-Mueller radiation counter, a Wilson cloud chamber (to see paths of alpha particles), a spinthariscope (to see "live" radioactive disintegration), four samples of Uranium-bearing ores, and an electroscope to measure radioactivity. It also included a comic book featuring Dagwood Bumstead (the man who couldn’t leave his own house without knocking the mailman down) describing how to split an atom. The Atomic Energy Lab’s main drawback, other than possible radiation poisoning, was its price tag: a whopping $49.50, which would be over $300 in today’s dollars.