How Johnny Carson Saved Twister

This is Our American Stories, and we tell stories about just about everything, as you know. And up next, a story by author Christopher Klein. He’s the author of four books. He’s also written for The Boston Globe, The New York Times, National Geographic, Smithsonian, and American Heritage. Here’s Chris to tell the story of how Johnny Carson saved Twister.

It’s 1965, and Ren Geyer is working for his family’s Minnesota ad agency, designing point-of-purchase displays for products such as Pillsbury cake mix and 3M tape. And one day, he’s brainstorming ideas for a mail-in giveaway to promote back-to-school sales of a shoe polish made by Johnson’s Wax. And he’s thinking of something of a tie-in with shoes, and he gets this idea for a new board game to be played not on a tabletop, but on the floor. He envisions a large mat, checkered with squares, on which players are the pieces. Geyer found a large cardboard sheet, drew 24 colorful squares in a four-by-six arrangement, and called in coworkers to play a game in which they moved around like chess pieces. The game was a hit, and Geyer knew he had an idea too good to waste on shoe polish. He figured this could be a mass-market game, but the problem was he had no experience in the toy industry, so he enlisted the help of industry veteran Charles Foley and artist Neil Ravens to help them refine the concept. Ravens came up with the idea of having players place their hands as well as their feet on the game board, while Foley thought of putting six circles of the same color in four rows so that players would become entangled. The Eveners even came up with a catchy retail name for the game, Pretzel, because of its ability to twist people into unique shapes. The game was simple to play. A spinner told a player to put either a hand or a foot on a particular color, and the winner was the one who stayed up the longest without elbows or knees hitting the ground. Pretzel required coordination, flexibility, and absolutely no hang-ups about personal space. When Geyer’s seemed pitch Pretzel, the game maker Wilton Bradley, the company’s head of research and development, Meltaft was immediately sold. Other Wilton Bradley executives, however, thought the board game too provocative; that the idea of being that close to someone, especially someone of the opposite sex, was socially unacceptable. One company salesman even called it “sex in a box.” Meltaft pressed ahead, though, and Wilton Bradley agreed to produce the board game, but with a new name. Since a toy dog called Pretzel was already on the market, Wilton Bradley changed the game’s name to Twister and marketed it as “the game that Ties you up and knots.” Having grown up in the Midwest, though, Geyer disliked the new moniker because it reminded him of deadly tornadoes.

Right foot blue, right foot blue, left hand red, hand read, right yellow red. Yeah.

Wilton Bradley found a company that manufactured shower curtains to produce Twister’s vinyl mats and placed cartoon characters onto packaging to make the game more innocuous. It appeared at first, however, that the naysayers concerned about the game’s sexual overtones were correct. Major retailers who gathered at the annual Toy Fair in New York thought Twister too risqué as well. Sears, Roebuck wouldn’t even include it in the company’s Christmas catalog. “You Gotta Get It From…” With demand flagging, Wilton Bradley considered pulling Twister from the market. Before it could cancel production, though, the toy company’s public relations firm scored a coup by getting the game onto the premiere late-night television program in the United States: NBRO’s Tonight Show with Johnny Gutton.

The following program is brought to you in living color on NBRO New York, at “The Night Show” starring Johnny Gutton. This is Ed McMahon, alone with Doc Simmers, with an NBRO auciser inviting you to join Johnny.

With an average 12 million Americans tuning in every night, “The Tonight Show” was among television’s greatest showcases. And now.

Johnny!

On the night of May 3, 1966, host Johnny Gutton played a game of Twister with glamorous actress Ava Gabor, star of television’s “Green Acres.” Sidekick Ed McMahon worked a spinner and gaffawed from his couch as Gutton and Gabor got down on all fours and contorted in strange positions. The stars were not; the audience was in stitches. The impact of the hilarious segment on Twister sales was immediate. The next day, customers deluged toy stars such as Fl Schwartz. Promotional spots on Art Linkletter’s “House Party” and “The Mike Douglas Show” also raised the game’s profile, and Wilton Bradley’s newspaper advertisements began to boast of the sensational new party game seen by millions on TV. While kids and adults alike were swept up in a Twister craze, teenagers proved to be the game’s sweet spot. During the 1960s, Twister became as much a staple of teenage basement parties as shag carpeting and faux wood paneling. By December, Wilton Bradley’s factories were turning out 40,000 boxes of Twister a day, and it still wasn’t enough to keep up with holiday sales. The toy company even scrapped a plan advertising campaign tied to New Year’s Eve to allow its production line to catch up with demand. By the end of 1967, 3 million Twister games had been sold, and it became one of the decade’s most popular games. When Twister was ensried in the National Toy Hall of Fame in 2015, actors recreated the moment when Gutton and Gabor saved the game for histories dust been. Since Suster release, an estimated 65 million people have played Twister, proving that it, unlike shag carpeting and fake wood paneling, was no fat of the swinging ’60s.

And a special thanks to Greg Hangler for producing the piece, and a special thanks to Christopher Klein for telling the story of the night Johnny Gutton saved Twister. And by the way, what a coup for that PR firm! I mean, Twister was dead on arrival. And by the way, it’s hard to imagine for people born, let’s say, after 1980, to understand the power of the series catalog. And if the year’s catalog said no, it would be the equivalent today of Amazon saying no. It was that powerful. And my goodness, what a fun game! I know it was one of the great games at parties when I was a kid, and what a great way to just laugh and be stupid. And by the way, that it’s ensried in the National Toy Hall of Fame in Rochester, New York, is no surprise. 65 million people have played the game. A great piece of storytelling by Christopher Klein: the story of Twister and how a late-night talk show host saved it and made it the game it is today here on Our American Stories. Folks, if you love the great American stories we tell and love America like we do, we’re asking you to become a part of the Our American Stories family. If you agree that America is a good and great country, please make a donation. A monthly gift of $17.76 is fast becoming a favorite option for supporters. Go to OurAmericanStories.com now and go to the donate button and help us keep the great American stories coming. That’s OurAmericanStories.com.