It’s December 1975. You’re steering your boat-sized Buick down 13th Avenue toward West Acres (WAAAAAAY out west). You’re singing along to the No. 1 song, “Fly, Robin, Fly,” when a familiar Christmas worry creeps in.
I don’t know for a fact that my mother actually lived out this exact scene 50 years ago. But it sounds like her. (Except she’d be listening to the Carpenters or Neil Diamond — not Silver Convention.)
But I hope Joan Briggs didn’t think too long and hard about what we kids wanted that Christmas of ’75. We, like millions of Americans, had caught the fever of that year’s hottest gifts: the Pet Rock and mood rings. Both are celebrating their 50th birthdays this year.
As we mark the golden anniversary, let’s look back at why those gifts were such hits.
First up: the Pet Rock. And did you know a North Dakota native invented it?
We’ve probably all had that fleeting thought (particularly as we’re paying bills): If only I had that million-dollar idea!
Think Spanx. Snuggies. Post-it notes.
A North Dakota native named Gary Ross Dahl had one of those lightning-bolt ideas — the viral (before they called it that) Pet Rock. It would make him a millionaire in less than a year.
Gary Ross Dahl was born in Bottineau, North Dakota, on Dec. 18, 1936, to Richard “Arnold” Dahl and Lavone Ferm Dahl. Arnold was a projectionist at the Pasture Theatre. In the early 1940s, the family moved to Spokane, Washington, where Arnold got a job with a lumber company and Lavone worked as a waitress and welcomed a second child, a daughter.
According to Curt Eriksmoen, in his “Did You Know That” column from April 26, 2015, after his parents’ divorce, Gary said he became “an obnoxious brat, somewhere between a juvenile delinquent and just a bad kid.”
He obviously did — finding his way to Washington State University and eventually California, where he worked as an artist designing signs in San Diego. That later led to a job as an account executive for an advertising agency.
When he wasn’t writing ad copy, he and his wife, Marguerite, took care of enough animals to fill a petting zoo: two German shepherds, two cats, two goats, two chickens and a guinea pig.
This is where fate steps in.
Dahl was at a bar with some buddies one night, commiserating about high-maintenance pets. He quipped that the perfect pet would be … a rock. No feeding. No grooming. No mess. No allergies. Just pure, geological companionship.
Sure, it was a joke. But the light bulb went on — and Dahl was on his way to making millions.
He got to work packaging his new “pet,” placing a smooth stone atop a bed of packing material inside a cardboard box complete with air holes — for “breathing.” Each rock came with “The Care and Training of Your Pet Rock,” a wonderfully deadpan manual that taught owners how to command their rock to “sit,” “stay” and “roll over” (best taught on a hillside).
The Pet Rock debuted in August 1975 and immediately became a cultural phenomenon. A few months later, Dahl’s wife was telling reporters they’d already sold 60,000 of them. By Christmas, more than a million had been “adopted” nationwide.
Ten years before they brought us the hugely popular Santa Bear, the folks at Dayton’s Department Store were all in on the Pet Rock. Gift buyer Ed Hovis called it the “smash stocking stuffer for 1975.”
Here in Fargo-Moorhead, shoppers flooded into the West Acres Dayton’s, picking up their new “pets” for just $4.
Absolute seasonal silliness, to be sure. Still, in 1975, the Pet Rock seemed to delight people as much as dog and cat videos do today.
In The Forum, one columnist wrote that while the shopping crowd looked grim and foot-weary, “every person at the Pet Rock display was smiling from ear to ear.”
The Duluth News Tribune’s letters section erupted into figurative rock-throwing, with one writer peppering his letter with gems like: “The real rocks are in the purchaser’s skull,” “I bet in this country, with the right promotion and a box and ribbon, human waste could be sold,” and “People who put this item out, those who buy it and those who advertise it are all sick.”
Another letter fought back that it was just for fun and “a form of social commentary, something of which we have far too little.”
By early 1976, the craze faded, despite Ross offering shoppers red, white and blue bicentennial rocks.
He tried to make lightning strike twice that Christmas of ’76 by offering the equally silly “Original Sand Breeding Kit,” which allowed “buyers to grow their own desert wasteland.”
It didn’t hit. But it didn’t really matter. That single year — 1975 — made Dahl a millionaire.
He remained active in the world of advertising, later co-authoring “Advertising for Dummies,” which surely would include a chapter on how the power of one odd idea, packaged with just the right amount of tongue-in-cheek charm, can set you up for life.
Dahl always insisted, “I packaged a sense of humor for a very bored public.” And it’s hard to argue that a sense of humor might be one of the best Christmas gifts of all.
Gary Ross Dahl died March 23, 2015, at age 78. In one final, fitting twist, his obituary appeared in many newspapers on April 1 — April Fools’ Day.
And yes, if you’re wondering, the Pet Rock never really went extinct. You can still buy one on Amazon today for $29.95 — proving that inflation affects even imaginary pets.
For a man who once sold the world a rock in a box, maybe Dahl’s greatest legacy is simpler than all the numbers: for one strange, silly season in 1975, he reminded us that laughter itself is sometimes the perfect Christmas gift.
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