Remember the Christmas of 1975? For many, it was the year the Pet Rock phenomenon truly took off. Suzette Waldron vividly recalls that holiday season when, as a 14-year-old, she and her siblings were surprised with Pet Rocks under their Christmas tree. “We all got ‘em,” Waldron reminisces. “There were five of us kids, and we weren’t wealthy enough for real pets, so I remember playing with our Pet Rocks in the living room.” Waldron’s family was just one among countless households swept up by the Pet Rock craze, a fad that became an iconic symbol of the 1970s. But Are Pet Rocks Still Sold today? Surprisingly, the answer is yes, and they’re making a notable comeback.
The Genesis of the Original Pet Rock Sensation
The Pet Rock’s origin story begins with Gary Dahl, an advertising executive with a clever sense of humor. The idea struck him during a conversation at a local bar, where he overheard people complaining about the hassles of pet ownership. Half-jokingly, Dahl suggested that a rock would make the perfect pet—low-maintenance, obedient, and always there for you. But the more Dahl considered his jest, the more he saw the comedic and commercial potential. And so, the Pet Rock was born. The original Pet Rocks were sourced from smooth, volcanic pebbles, each unique in its size and coloration, hand-collected by workers on beaches in Baja, Mexico. However, the true genius of the Pet Rock wasn’t the rock itself, but the marketing ingenuity that accompanied it.
Each Pet Rock was packaged in a cardboard, ventilated “pet carrier,” complete with comfortable hay bedding, mimicking the presentation of a live animal. Inside each carrier was an “Owner’s Manual,” a booklet filled with humorous instructions on pet rock care. This guide detailed how to feed (almost nothing!), bathe (rarely needed!), and train your pet rock to perform tricks like “stay,” “sit,” and “roll over.” Launched during the 1975 Christmas shopping season, the original Pet Rocks retailed for $4 apiece. By the time the fad subsided in February 1976, over a million of these novelty items had been sold, making Gary Dahl a millionaire before his passing in 2015.
The Pet Rock Revival: A Brand Reborn
After its initial meteoric rise and fall, the Pet Rock brand lay dormant for decades. That is, until 2008, when Rosebud Entertainment LLC serendipitously discovered the abandoned trademark. Ron Kesselman, entrepreneur and marketing veteran, owner of Rosebud, explains, “While searching for a different trademark, I stumbled upon the fact that the Pet Rock trademark had been ‘abandoned’ by its original owner, Dahl.” Recognizing the iconic status of the brand, Rosebud Entertainment acquired and reinstated the trademark with the U.S. Trademark Office. For about a decade, Rosebud held the Pet Rock rights with minimal activity. However, in 2018, Kesselman decided it was time to revive the brand, bringing the original Pet Rock concept back to life.
Are Pet Rocks Still Sold and What Do They Look Like Today?
Yes, pet rocks are indeed still sold. Staying true to the original concept, today’s Pet Rocks are still crafted from volcanic pebbles, hand-collected by beach workers in Baja, Mexico. Rosebud Entertainment sources these rocks from U.S. companies importing natural stones from Mexico. “They are volcanic rocks naturally polished by sand and waves, we don’t treat them in any way,” Kesselman clarifies. “We purchase medium-sized rocks, roughly 2 to 3 inches long and 2 to 2 1/2 inches high. Of course, each one is unique.” Just like the 1970s originals, the contemporary Pet Rocks are marketed as actual “pets.” They are sold in the signature cardboard, ventilated “carrier,” nestled in hay, ready to be adopted and loved.
The Enduring Allure: Imagination and Beyond the Rock
The Pet Rock phenomenon, both then and now, is rooted in its unique ability to ignite imagination. It’s this spark that propelled the initial craze in the ‘70s and continues to fuel its appeal today. “Roughly 90 percent of people today, young and old, have heard of Pet Rock,” Kesselman notes, highlighting the brand’s lasting recognition. “It’s the ultimate item driven purely by imagination – it gets named, cared for, painted, and often treated like a real pet.” The original Pet Rock’s legacy has expanded, inspiring creativity and crafting opportunities, giving new purpose to ordinary rocks that might otherwise be overlooked.
Pet Rocks Evolving: From Gifts to Community Fun
Suzette Waldron’s personal story illustrates the enduring charm. Though she lost her original Pet Rock, years later, her granddaughter Rachel gifted her a rock painted as a panda bear. This wasn’t just any rock; it was part of a social media trend, instructing the receiver to post a picture online and then either keep “Panda” or set it free for someone else to find. Waldron, however, couldn’t part with the gift from her granddaughter. Beyond personal gifts, pet rocks and painted rocks have found new life in community activities. Michelle Spainhower from Wesley Chapel, Florida, describes how painted rocks are used in neighborhood treasure hunts for children. “A lady paints rocks and hides them for kids to find. It makes them so happy – it’s a new kind of geo-trekking just for them.” Similarly, at Sweet Bay Nursery in Parrish, Florida, painted rocks from Michigan are used to enhance horticultural displays. Nursery owner Tom Heitzman explains, “Why not? They are natural and beautiful.”
Pet Rocks in the Spotlight: Pop Culture and Modern Media
While these modern variations of pet rocks gain local fame, the official Pet Rock is also experiencing renewed popularity. Decades before the internet, the original Pet Rock achieved national recognition through newspaper articles and a feature on Johnny Carson’s “Tonight Show.” Today, the latest Pet Rock version is available for purchase on various online retail websites. It has also made cameo appearances in popular culture, including a role in the “Minions: The Rise of Gru” movie and the Amazon series “Just Magic.” Rosebud Entertainment is also extending the Pet Rock franchise into the digital realm with a digital game, while a miniature Pet Rock, complete with its carrier, is included as an accessory for American Girl’s Julie doll, set in the 1970s.
A Lucky Stone: The Accidental Rediscovery
Ron Kesselman reflects on the Pet Rock’s unexpected journey, “Life is filled with random occurrences, and the original Pet Rock is our charm. Let’s just say I’ve been a very lucky guy.” For Suzette Waldron, now in her 60s, the impact of those rock “pets” from her childhood remains profound. “To us, the Pet Rock was the greatest thing ever,” she concludes. “I don’t think anyone who ever got a Pet Rock can forget how they got it or who gave it to them – they were, and still are, very special.”
This story about pet rocks previously appeared in Rock & Gem magazine. Click here to subscribe. Story by Pat Raia.
