Buzz
Iron filings may not appear to be typical play materials. They are hazardous if ingested, can severely injure the eyes, and should never be breathed in. Despite these risks, they form the foundation of one of the most beloved toys worldwide: Wooly Willy.
In the nostalgic year of 1955, far from where Marty McFly was mending his parents' relationship, a legend emerged. Smethport, Pennsylvania, already known for hosting America’s first Christmas-themed store and being the state’s chilliest town, was about to gain another distinction. A cheerful, bald, two-dimensional figure was set to put it on the map.
James Reese Herzog—a three-dimensional man with a full head of hair—was employed at his father’s toy factory, the Smethport Specialty Company, which primarily manufactured spinning tops and magnet kits. "The magnet ends needed grinding to level them, creating a lot of dust. One day, while grinding the magnets, inspiration struck," Herzog recounted in American Profile, describing the birth of Wooly Willy. This iconic toy allows children to use a small wand to design various hairstyles on a bald cartoon face. "I placed a pile of dust on cardboard and experimented with magnets," he added.
Around the same period, the Army adopted innovative plastic techniques to craft three-dimensional maps. This method, called vacuum-forming, involves heating a plastic sheet and molding it around a form. Donald Herzog, James’s brother, learned of this and proposed using it to encase what would become Wooly Willy’s hair. Leonard Mackowski, an artist from Bradford, Pennsylvania, was brought in to design Willy’s face, and the Herzogs suddenly had a groundbreaking product.
Despite its modest 29-cent price, the toy initially struggled to find buyers. James Herzog remembered a retailer calling Wooly Willy the worst toy he had ever encountered. Eventually, one store owner ordered 72 units, partly to demonstrate their lack of appeal and dissuade the Herzogs from pursuing what he deemed a flawed concept. However, just two days later, he called back to order 12,000 units. Wooly Willy had become a sensation.
Over the decades, Wooly Willy has inspired numerous knockoffs. Some, such as Dapper Dan the Magnetic Man, were produced by the Smethport Specialty Company. However, many others were merely "inspired" by Wooly Willy’s success.
As Herzog noted, the packaging was the product, making production remarkably cost-effective. This led to the creation of Mr Doodleface, Hair-Do Harriet, Baby Face and Hairless Hugo, as well as the horror-themed Thurston Blood, Eaton Brains, I. Sockets, and Ben Toomd. There have been official Simpsons editions, unofficial Beatles versions, and references in shows like Family Guy and That ‘70s Show. Wooly Willy’s influence is everywhere, from a stunning real-life tribute to an all-Bill Murray homage. The Toy Industry Association even named it one of the 100 most influential toys of the 20th century.
The original, official version, featuring the Smethport branding and artist Mackowski’s hidden signature, has sold an astonishing 75 million units in its 65-year history. That averages over 1 million units annually—a remarkable feat for a product that has seen minimal changes, lacks multimedia adaptations, and isn’t exactly cutting-edge.
A mainstay in dollar bins, a frequent addition to party favors, and a reliable way to pass time on lengthy car trips, Wooly Willy owes its enduring popularity to its straightforward design. As Herzog explains, the toy’s charm lies in its ease of use—no artistic skill or significant time investment is required to achieve amusing outcomes. It’s simply a cheerful figure with whimsical hair, and that’s all it needs to be.
