Unlikely Retailer Prepares For Happy (and Cracky!) Holiday Season

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Concrete repair company braces for holiday demand on quirky merchandise

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Mr. Happy Crack

"Call us old fashioned, but nothing says 'I care' like a t-shirt, thong or roll of toilet paper featuring a smiling chunk of concrete."

As the holidays near, and retailers prepare for another unsure shopping season, one St. Louis-based company is expecting a likely holiday rush on some very unlikely merchandise.

In its 25 years in business, The Crack Team has made its name as a leader in foundation repair and waterproofing. However, eight years ago, the company stumbled upon a surprising and new element to their success: their mascot, Mr. Happy Crack, who has made famous the slogan, "A dry crack is a happy crack." What started off as a fun way to generate more service leads quickly generated a new business for The Crack Team.

Mr. Happy Crack first appeared on bus ads throughout St. Louis in 2002. Since then, The Crack Team has sold thousands of items featuring the iconic symbol, Mr. Happy Crack. While this would mark an accomplishment for any retailer, it's an unexpected development for a company whose main business is repairing cracked and leaking concrete.

"The first day the Mr. Happy Crack ads hit, people contacted us asking if we sold items featuring Mr. Happy Crack,", says Bob Kodner, president of The Crack Team. "About 2 weeks later, Jay Leno held up one of our ads on his show, and that's when we knew we were on to something.

From that day forward, The Crack Team celebrated its lovable mascot by showcasing a variety of merchandise featuring the one and only Mr. Happy Crack. Today, the mascot's line offers everything from boxer shorts and baseball caps to golf balls to mouse pads. When asked to explain Mr. Happy Crack's appeal, Kodner says, "It's so low-brow, it's almost high-brow."

"People are always looking for quirky and affordable gifts," says Kodner. "Call us old fashioned, but nothing says 'I care' like a t-shirt, thong or roll of toilet paper featuring a smiling chunk of concrete."

Mr. Happy Crack apparel has been featured in The New Yorker, Advertising Age, Rolling Stone, CNN, The Wall Street Journal, Brandweek and The New York Times.

The entire line of Mr. Happy Crack merchandise can be found online at http://www.thecrackteam.com. Or cal l1-866-CRACK TEAM (1-866-272-2583) for additional information. And don't forget to like Mr. Happy Crack on Facebook because, "A dry crack is a happy crack!"

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Bob Kodner
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