The TV Cowboy Who Built the Modern World of Merchandising
​
75 years ago, Hopalong Cassidy became the first superstar of the small-screen. Then he built a gargantuan product licensing and sponsorship empire.​
​
Every holiday season, we’re all treated to an audio reminder of the Great Hoppy Craze of 1949. Next time you hear Perry Como or Bing Crosby crooning that old chestnut “It's Beginning to Look a Lot Like Christmas,” pay attention to the lyrics:

Barney and Ben weren’t alone in their desire for licensed Hopalong Cassidy footwear. In midcentury America, it seemed like every single kid wanted clothes, toys, and knickknacks branded with the face and the moniker of the famous small-screen cowboy known as “Hoppy.”

My newsletter is a special holiday post that looks at the birth of a cornerstone of modern consuemr culture. You might think that the preposterously excessive licensed merchandise bonanza as we know it today only dates back to the era of Star Wars. But it actually kicked off 75 years ago when William Boyd, the actor who portrayed Hopalong Cassidy, became the first superstar of the television era. Then he leveraged his fame to build a gargantuan product licensing and endorsement empire that put Walt Disney to shame. Hit this link to read about it and see more of his 2500+ branded products