The Beginning

In 1975, Gary Dahl working as an advertising executive at the time, launched the sale of the pet rock which quickly transformed him into a multi-millionaire. This enormous profit is much more impressive considering it only took him six months to achieve his multi-millionaire status and the extremely low cost of the product.

The pet rock sold for $3.95 and estimates state Dahl sold over 5 million of his pet rocks in a six month period. Even more, each pet rock was purchased for a few pennies and Dahl estimated that the packaging and accompanying manual cost him under 30 cents per rock in bulk to produce. Therefore, assuming incidentals and delivery cost Dahl another 65 cents per rock, then Dahl was profiting 3 dollars per rock. With these totals Dahl earned over 15 million dollars during a six month period in 1975 which would be estimated at $56,166,419.02 today.


Gary Dahl, Pet Rock Inventor

Dahl’s somewhat innovative marketing involved commonplace gray pebbles, purchased from a construction supplier, which were then sold to the public as live pets. The idea Dahl stated, was inspired by the hassle, mess, and money that pets such as dogs, cats and fish require.

The Marketing

Dahl began by creating the company called "Rock Bottom Productions." He imported the rocks from Rosarito Beach in Baja, California, Mexico. Packaging for the rock included a "Pet Training Manual" and a card board box, designed like a pet carrier. The pet training manual contained instructions on how to properly care for one's pet, including how to house train a pet rock by placing it on a piece of newspaper and other commands including sit, stay, roll over, play dead, and come.


Teaching Pet Rock To Attack

The Consumers

Part of Dahl's marketing strategy was to state that pet rocks give us more pleasure than we know. He convinced the consumer that these pet rocks support this argument through their very existence, and clearly display that it is not an actual item that brings joy to the child in the human mind, but merely the idea of the item. The pet sits in a niche in the mind, created by the power of the owners’ imaginations. It is in the actual exercise of the mind that such pleasure is found.

It is quite a valid point that finding such productive and effective uses of recreation time can be more preventative and beneficial to the health of our minds than even the most advanced psychological treatments. People who purchased these unusual "pets" often gave them names, talked to them, petted them, and attempted to teach them to perform simple "tricks".

Pet Rocks Live On

Unlike most fads, the pet rock continues to live on and has seen a resurgence on the internet. There are memorial pages, spin-offs, and one can still purchase such a pet, though new manufacturers have given their rocks new features and looks. For instance, not many plain gray pebbles are sold any more. One can buy rocks that are inscribed, painted, and decorated in many a manner, lending the rock much more personality than afforded Dahl’s creation. One can purchase a rock with an agenda, or one can buy a rock that is individually painted in memory of any dearly loved pet, or one can still purchase that rock that is completely void of previous perception, and let its idea grow in the mind.

Largest Collection of Pet Rocks


Pet Rock Breeds

Lesley O'Doherty currently has the worlds largest pet rock collection. She began her collection at the age of 6 when she received her first pet rock as a birthday gift from her mother. "I remember the exact day when I first got it. I had just unwrapped all of my presents and I thought there was no more to open. Then all of a sudden, mother handed me a small box and when I opened it, there was my first pet rock." Lesley said in an interview with Rock Collection Magazine in 2005. "I named him Pickles."

Lesley keeps her collection of rocks locked in a safe because she is said to believe the pet rock business is going to boom soon and she has several "special editions" which she hopes will be of value.

The Multi-Millionaire Idea

Dahl's idea was simple, effective and highly successful similar to other fads such as the Hula Hoop and Cabbage Patch Kids. With the pet rocks resurgence comes inspiration to create the next multi-million dollar opportunity. As indicated by Dahl all that is needed is a good idea, a thorough plan, hard work, and good marketing.

56 Comments

6 years 46 weeks ago, 8:58 PM

Anonymous

my pet rock recently fell down the stairs, and i don't know where to get treatment.
help me!!!

6 years 46 weeks ago, 3:25 AM

Anonymous

HELP...My Pet Rock, Rocky, recently ranaway from home. I miss Rocky and worry that he's going to get picked up by a stranger and held for ransom. He didn't take any essentials with him.If you see Rocky, please send him home.

6 years 44 weeks ago, 3:38 PM

Anonymous

http://www.facebook.com/group.php?gid=6403557906

6 years 40 weeks ago, 12:01 AM

Anonymous

You know that isn't nice on what you said.You shouldn't care what people do with their money or the pet rocks.If you think it is really dumb then do not reply.Do not be an nonsmart person.Oh and think of a nice name cause you don't want people calling you dumbass.

4 years 3 weeks ago, 7:38 PM

calimbo

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It was an amazing idea. For parents who don't want to deal with the mess, noise, food cost and medical and pet insurance costs it was great. For people who want to make a joke gift on someone it was even better because what better joke than this? plus the price is perfect for a gift.

6 years 41 weeks ago, 6:17 PM

Anonymous

DUde....dude....man....dude....you're pet rock is just too cold to be active.
you need to give it some warmth.
for example.
eat him, since u're body temperature is like 37 degrees, he'll be all warm and stuff, so he'll be active in your stomach.
He'll also eventually grow into the size of an elephant and then u'll explode.
happy days!

ps. email me at kelvin_pan34@hotmail.com for any questions.
pps. your mom is tight.

6 years 41 weeks ago, 6:11 PM

Anonymous

Dude.....man...dude...you should totally castrate your rock....then there'll be no more problems...
or if you don't want to mutilate your own rock then just plug up your friends' rocks (females) vaginas. Then there'll be no more problems!!!
You should also plug up your mom's vagina, and if you have any, your sister(s).

If you have any questions on how to castrate/plug their genital areas, add me on msn at kelvin_pan34@hotmail.com

6 years 41 weeks ago, 6:13 PM

Anonymous

this totally makes sense cuz u have a computer while ur balls are being castrated.
don't worry u'll just become a woman with no boobs.
happy life time!

and fuck you.
again.
and again.
u're gay.
add me on msn at asdfprou@hotmail.com so i can flame you.
pl0x
n00bz0rs

6 years 42 weeks ago, 3:15 PM

Anonymous

You have the chance to give the best memory for your dog.
Dog grave in here

http://www.txtapic.com/doggrave/

Good luck for the memory of them.....

Ardacy the man

6 years 41 weeks ago, 4:59 PM

Anonymous

Wow. people get too pasionate in here

6 years 41 weeks ago, 5:07 PM

Anonymous

Desiree is a sexual freak... she tried to take off my pants and she eventually forced me to dance naked all over her room... and other stuff... hehe

she spanks hard! ;)

6 years 40 weeks ago, 12:15 AM

Anonymous

DUDE!!!!!!!!!!!!!noone needs to know our life

5 years 27 weeks ago, 1:59 AM

ilovemyminirexCoco

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Keep that to yourself.

6 years 41 weeks ago, 5:11 PM

Anonymous

You're right...
i did... i did do that at your house yesterday.
ha

6 years 41 weeks ago, 5:13 PM

Anonymous

yes you did... and yes I did enjoy it.

hahaha

6 years 41 weeks ago, 5:14 PM

Anonymous

and then... you got the pomagranate.
you made a whole new use for that lovely fruit.

LOL!

6 years 41 weeks ago, 5:16 PM

Anonymous

I believe you nicknamed my weiner pamagranate...

your so freaky! lol

6 years 41 weeks ago, 5:18 PM

Anonymous

we went over this... i call it pinky.
Pinky & The Brain. jajajajaja

6 years 41 weeks ago, 5:20 PM

Anonymous

:-|

6 years 41 weeks ago, 5:21 PM

Anonymous

:-D

6 years 41 weeks ago, 5:23 PM

Anonymous

you know you likededed it

5 years 27 weeks ago, 10:26 PM

ilovemyminirexCoco

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Why the heck are you people talking about you're love life? Nobody wants that!

5 years 27 weeks ago, 8:08 PM

Duthyrabsaresweet

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ur soooo bad, post that crap on youtube, assy people will love to see you have sx enjoy ur horny life!!!! if you get NEAR my neighborhood, watch ur ass, it might be glowing red!!!

fuck you horn bitch, try not to fuck ur mom too much!!!

5 years 27 weeks ago, 8:26 PM

ilovemyminirexCoco

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WHOA! Katie ur only 10! So, don't be surprised when ur banned 'cuse ur lang. And that's an internet threat if ur aware of that, This is a threat "if you get NEAR my neighborhood, watch ur Butt, it might be glowing red!!!" This is the rule that follows that;

Without limiting the foregoing, you agree that you will not use our sites to take any of the following actions:

Defame, abuse, harass, stalk, threaten, or otherwise violate the legal right of others;
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Transmit surveys, contests, pyramid schemes, spam, unsolicited advertising or promotional materials, or chain letters;
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Falsify or delete any author attributions, legal or other proper notices or proprietary designations or labels of the origin or the source of software or other material;
Restrict or inhibit any other user from using and enjoying any public area within our sites;

Engage in any illegal activities.

5 years 20 weeks ago, 6:50 PM

ilovemyminirexCoco

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KATIE, YOU ABUSED YOUR PETSDO ACCOUNT AND GUESS WHAT? IT'S ON MY EMaIL and I think you should clean your big fat dirty mouth because you curse like a salior and it's not cute! Your CRAP represents ME ON MY EMAIL!!!! I hlped you get an account and THIS is what you do with it? If your mom found out, you would have a big glowing rad smack on your face and your butt. Your the one badd you say there "SOOOO BAD" so go, enjoy yourself, because all your doing is coving yourself up with dirty crap.

P.S Petsdo SHOULD terminate you,

Coco

6 years 40 weeks ago, 10:20 PM

Anonymous

All of you People who are posting random stuff are idiots you really need to get a life if all you do is sit on websites for pet ROCKS and post random bologna. And for all u people who are actually posting stuff about your pet rocks good for u u are spending you time WISLEY and are usuing this site the right way.

peace

6 years 37 weeks ago, 6:19 PM

Anonymous

forget that. martin. get this kid.

6 years 37 weeks ago, 6:14 PM

Anonymous

hksjdhc

6 years 37 weeks ago, 6:15 PM

Anonymous

hey chestnut...

6 years 37 weeks ago, 6:17 PM

Anonymous

ello govnah

6 years 27 weeks ago, 3:30 AM

lippser

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my pet rock went swimming with me and i droped him in the pool at Coney island and i dropped him in the deep end (on accedent! dont say i tried to murder him) and i got him back but his eyes arent googly anymore and he seems to look at life in a different way ... by looking down at the ground.
yesterday he tried to bite me when i tried to give him a bath. i think hes afraid of the water. i think he thinks im gonna leave him to drown i need to know wat to do

ps i have a pond in the backyard so hes terrifies to go there. my backyards so big so I wish he would go there what will i do? please help!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!11

sincerly, lippser
6 years 27 weeks ago, 3:47 AM

lippser

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my rock (not the one thats water scared thats joe. this is bob) is gay. he used to like sxy girls but now he likes men. he has a stick and he shows it to all the males ( it actaully fell from a tree but he thinks its a you -know-what) im scared of him... i lock him up in a box at night because hes that scary.....but not as scary as billie-joe. he fucks barbie dolls i repeat BARBIE DOLLS my sis has 3 he calls them things that i wont get into. i wanna put billie-joe and bob in a box and then i wanna put the box in a dark alley !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

sincerly, lippser
6 years 27 weeks ago, 3:49 AM

lippser

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im gonna post a blog about each rock every week

sincerly, lippser
6 years 27 weeks ago, 1:02 PM

lippser

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how many rocks does lesley have? r some of her rocks dog crap? wat about human crap ? should i make a pet rock out of human crap? did she kill anyone and use their eyes as googley eyes for a pet rock ? i need to know these things !!!!! wat about pleasing her pet rock with sex?
please let me know!!!!!!! andd she keeps them in a cage with a lock and no light ? is that unhealthy

sincerly, lippser
5 years 27 weeks ago, 10:04 PM

Duthyrabsaresweet

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i wsh i could help rock! it'd probably make him get better. in a dark room to make him afraid be in a dark room. that'll help him, scar him out of sex!!!!!!

5 years 27 weeks ago, 10:22 PM

ilovemyminirexCoco

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Whatever.

6 years 18 weeks ago, 11:18 PM

tonyak

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Pet Rocks are back. My kids are making and selling them to help a no kill animal shelter http://www.petrockshop.com

5 years 40 weeks ago, 12:23 PM

Zenzen

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Hi. Is there anyone that could assist me with a pet rock training manual. I was given a Pet rock as a gift, its now years and I would like to teach my children about taking care of their pets.
Lost my training manual. Stoney is well trained but now has little ones that need training.
Please send info on where to get training manual?

5 years 36 weeks ago, 5:16 PM

angelina_36_2008

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I am Mariah I am 10 and I got my very first pet rock today.
And he is now married.His name is Josh.His wife is Mary.He is one of those rocks that just like to sit near the computer.And his wife is a guard rock.Right at this moment he is sitting on her near the pc.It is his birthday and her birthday today which is December 20,2008.One day they might adopt some children.Oh and by the way they want 3 kids.

5 years 36 weeks ago, 9:40 PM

LabradorRetriever

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He He He. That is funny angelina! I might buy a pet rock..They seem like fun. WHAT! Your rock's birthdays are on December 20th! That is my birthday!

Lab

I love all things furry! =p
5 years 30 weeks ago, 2:26 AM

ilovemyminirexCoco

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My pet rock ran away :'( (I'm serius) And I bought a new one and my negibor's cat ate him.

5 years 27 weeks ago, 10:05 PM

Duthyrabsaresweet

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who would eat a rock??!!!!!

5 years 27 weeks ago, 10:20 PM

ilovemyminirexCoco

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I said a cat!

5 years 27 weeks ago, 5:50 PM

Duthyrabsaresweet

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why would a CAT eat a rock?????? waaaayyyy too crunchy!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

5 years 27 weeks ago, 1:45 AM

Wawacha

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Never had a pet rock.

I <3 dogs
5 years 24 weeks ago, 11:09 PM

ILovemydogandcat

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I love rocks and found this thing called stonepals. I ordered one called Gumf and put it on my desk and when people see it we laugh. I wanted a pet rock when I was a kid and this makes up for it. Check it out http://www.stonepals.com/

5 years 24 weeks ago, 11:49 AM

a-shamrock4u

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We still have ours. Mommy painted it red and uses it as a door stop. They were really fun back in the 70's and all her friends had one. I don't see them having as big a comeback due to all the electronic pets out there.

Untill next time.....Buck
5 years 24 weeks ago, 7:25 PM

iluvmydingo

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Mom had a rock when she was a child in the stone age (1979) hehe

YEAH BOY!!!
5 years 22 weeks ago, 1:18 AM

scooby

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Good job Gary, pulling the wool over their eyes, 15 million in 6 months, Only in north north America can you something like that..., In India and Africa the kids play with sticks and stones, and get by..., Ha Ha Ha, rice cookers and all that garbage....

5 years 20 weeks ago, 3:43 PM

sashaRANDOM

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i found a rock on the beach in Santa Monica. It had medium gray tone with small pin point black dots. did anyone loose him?!?!

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