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The Marvelous Merchandising of Evel Knievel

American daredevil Evel Knievel was a one-of-a-kind showman. There wasn’t a stunt he wouldn’t attempt, and he broke 430 bones over his career. He was also a marvel of merchandising. In just five years, the Ideal Toy Company sold $125 million worth of Knievel toys and other merchandise, as anything with the name on it would fly off the store shelves. That’s every kind of toy you could imagine, plus everything else from towels to popsicles.
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