The Super Soaker Story
Have you ever wondered how a simple, yet powerful toy such as the Super Soaker came into existence? First marketed to kids in the early 90s, the Super Soaker became an instant hit. The Super Soaker name and its many models have collectively formed what is possibly the most successful toy in history. But despite fame and indisputable success, its origins were quite humble by comparison.
In just under 20 years it has grossed over $1 Billion in sales and its appeal among new generations does not seem to have lessened. In fact the "Super Soaker" name has become so popular that its use as a generic noun referring to all squirt guns has become nearly commonplace, much like "Kleenex" and "Band-aid" in their respective fields.
However, this will surely upset the die-hard Super Soaker fans. A Super Soaker is not just any water gun! It is far superior to the competition in three key areas: propulsion, volume, and durability. This is due in large part to its simple, yet elegant design and hard plastic construction. It lacks the need for batteries or replaceable parts- ideal for any cash-strapped kid!
The first Super Soaker prototype was developed by talented and respected engineer Lonnie Johnson. In the early 80s, Lonnie was working to develop a more efficiently-cooling heat pump for an unrelated project when he inadvertently stumbled upon the idea. He was testing a nozzle in his bathroom when he watched a concentrated stream of pressurized water suddenly shoot across his bathroom. His innovative mind immediately realized the potential and he put aside his other projects to began working on a prototype.
Soon he had a working model. He did perhaps the most logical thing in testing his new idea: he let his kids play with it. The gun's universal appeal was apparent almost immediately. He further developed his model until he felt confident it was marketable. However, lacking the necessary funds, he resorted to contracting with toy manufacturers. He approached several companies with his idea and was met with enthusiasm. Yet luck was not on his side. In 1989, after 7 years and numerous setbacks, due to company bankruptcy and reorganization, he came upon LARAMI toys. At that time LARAMI was more notable for standard style water pistols and cheap toys usually found in "impulse buy" sections at grocery stores.Lonnie and LARAMI Toys began discussing the feasibility of releasing the gun, tentatively called the Power Drencher. The problem was that most squirt guns of the time were cheaply constructed and relied on trigger mechanisms for the force behind the blast. They were usually held with just one hand and had a range of less than 2 meters. There was no way to "build up" pressure for a more powerful release at a later time. To be sure, they were fun but they lacked a certain soaking element that Lonnie hoped his prototype would address.
"We were talking about a gun that was basically about 10-14 dollars and people were used to paying 1 or 2 dollars for a water gun," recalls Lonnie in and NBC interview.
Despite the enormous gap in pricing, LARAMI and Lonnie hoped the performance incentive would be enough to sell their product. In 1989 they quietly shipped the new LARAMI Power Drencher to stores.
"There was no advertising, we put them in the stores and waited to see what would happen..and they just blew out right away."
Two years later the product line was given a makeover and the original release Power Drencher was rebadged as the Super Soaker 50. By 1991, the Super Soaker 30, and a new Super Soaker 100 (one that featured a separate rear pressurize tank) were released. Lonnie helped to develop the Super Soaker 100 as well. The Super Soaker 200 model would follow, featuring a massive two-tank storage system.
The "50" name is derived from the claim that the gun can shoot a whopping 50 feet. The others were based off of this formula although it is unlikely that the newer Super Soaker 100 was capable of distances of 100 feet.
Over the years many more models would follow, perhaps losing the distinctiveness of style that separated the initial product line. After the initial tidal wave of sales the Super Soaker water chamber design was copied by many successive manufacturers, but the LARAMI line remained the dominant one for years. The XP and CPS guns demonstrated vast improvements in valve design and water-delivery velocity. You can read about all of these here on the site.
Eventually LARAMI was absorbed into Hasbro Corp.
New Super Soaker models continue to be produced and delight users of all ages!Please feel free to browse our store. These toys are becoming increasingly rare. Don't miss the chance to own a new or vintage Super Soaker!