Word: hopalong
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Selling the ranch, Boyd put everything he owned into buying up all possible rights to Hopalong Cassidy. After repeated round trips to Fryeburg, Me., he drew up a contract with Author Clarence Mulford, whose original pulp-fiction Hoppy-unlike the softspoken, clean-living movie version-was a cussing, ungrammatical, hard-drinking ranch hand with a game...
Wood on the Fire. But it was the children who put the golden fence posts in Hoppy's old corral. Last year small fry bought 15 million Hopalong comic books. They clamor incessantly for such items as Hoppy roller skates (complete with spurs and jewel-studded ankle straps) and Hopalong bicycles (leather-fringed saddles, handlebars shaped like steer's horns, built-in gun holsters). Because of the craze for Hopalong hats, shirts, chaps, boots, six-shooters and gun belts, Boyd claims that U.S. manufacturers of 56% of all the Western-type merchandise are paying him royalties for Hopalong...
...fever has spread to non-Western fields: there are Hopalong Cassidy cookies, candy bars, wallpaper, soaps and watches. A Hopalong Cassidy comic strip runs in 75 daily and 42 Sunday newspapers; every week a network of 500 Mutual radio stations broadcasts the General Foods-sponsored Hopalong Cassidy show (Sun. 4 p.m. E.D.T.). And Composer Nacio Herb Brown (You Are My Lucky Star, Singin' in the Rain) has signed up for the exclusive privilege of writing songs about Hoppy...
...always keep them straight. Of his success Boyd says: "We don't think it's phenomenal. Years ago, a fellow got an idea to build a bridge across San Francisco Bay. People told him he was nuts. One morning we looked up and traffic was going across. Hopalong Cassidy was merely an idea that took 13 years to pay off ... I don't think there's any limit to what can be done with it." On his crowded agenda are Hopalong record albums, 13 new TV shorts, and a Paramount movie in which he will...
...school, she reported, the children were restless and rambunctious for lack of fresh air and exercise. During class they strained and fidgeted, just waiting for the time to go home to the television set again. "You know what they talk about?" she demanded. "Hopalong Cassidy.* Over & over. Just cowboys and Indians and Hopalong Cassidy . . . It's no wonder they are bored by school. How can I compete with Hopalong Cassidy...