Newsletter 020.
do you remember Super Soakers?
This is easily my most fried Letter to date…
If you make it to the end, it will be worth it, and I preemptively commend you.
I started reading about these things, and there’s actually a surprising amount of information out there.
Sorry…
The Rise and Transformation of Super Soakers: A Cultural and Technological Icon:
Super Soakers, the iconic water blasters that dominated childhood summers in the 1990s, owe their existence to a serendipitous discovery by Lonnie Johnson, who was legitimately a former NASA engineer.
In 1982, while working on a heat pump, Johnson accidentally shot a powerful stream of water across his bathroom.
This precise moment sparked the idea for what would become the Super Soaker, a toy that revolutionized water guns for many children at the time…
After years of development and numerous rejections from toy companies, Johnson finally partnered with Larami, a small toy manufacturer, and in 1989, the Power Drencher (later renamed the Super Soaker) was born.
The first model, the Super Soaker 50, hit the market in 1990.
It became an instant success, selling millions of units and generating hundreds of millions of dollars in revenue during its early years.
What made the Super Soaker unique was its air pressure system, which allowed users to pump the toy and shoot water farther and with more force than traditional water guns.
The bold colours, inventive design, and unrivalled power made it a must-have for summer fun, appealing to a wide range of people and sparking the imaginations of both kids and adults alike.
Throughout the 1990s, Super Soakers reigned supreme in the toy industry, thanks to continuous innovation.
Newer models, like the Super Soaker 100, 200, and later the CPS (Constant Pressure System) series, pushed the boundaries of water gun technology.
The CPS 2000, released in 1996, was a particularly notable model, famous for its immense power and range, able to shoot water up to 50 feet!
Its success solidified Super Soakers as a cultural icon.
What made Super Soakers stand out during this period was their combination of simple mechanics and effective engineering.
By utilizing air, or elastic pressure, they could store energy and release it in powerful bursts, which set them apart from the weak water pressure of traditional squirt guns on the market.
Super Soakers became more than just toys, they were cultural symbols at this point, featured in TV commercials, movies, and pop culture.
By the mid-90s, children in neighbourhoods across the globe were organizing the most insane water battles, and Super Soakers became synonymous with summer play and youth.
However, as all good things come to an end….
The early 2000s rolled in, and Super Soakers began to lose some of their luster.
A combination of factors contributed to this decline...
First, the toy market shifted as electronic games, video consoles, and new trends captured kids' attention.
Second, Larami was acquired by Hasbro in 1995, and by the early 2000s, Hasbro began prioritizing other brands under its umbrella.
Although Hasbro continued releasing new Super Soaker models, the focus shifted to lower-cost, smaller, and often less powerful designs.
These newer models, while still popular among younger children, lacked the intense power and appeal that had defined the earlier versions.
Additionally, safety concerns led to the phasing out of some of the more powerful blasters, like the CPS series, further diminishing the toy's appeal to older kids and nostalgic adults.
In 2010, Hasbro rebranded Super Soakers under the Nerf brand, integrating the water blasters with the well-known foam-dart shooting line.
This move marked a shift in the product’s target audience, with the water guns becoming more kid-friendly and aesthetically aligned with the bright, colorful Nerf branding.
The emphasis eventually shifted from high-powered water blasters to more compact, less powerful designs.
The 2010s were a mixed bag for the Super Soaker brand...
While the rebranding gave it a small glimmer of new life, many older fans felt nostalgic for the power and uniqueness of the original designs.
Meanwhile, newer generations grew up with a different kind of Super Soaker experience, one more aligned with gentle water play than intense water warfare.
Behind the scenes, Lonnie Johnson was battling Hasbro over unpaid royalties.
In 2013, Johnson Technologies won a lawsuit against Hasbro for $73 million in unpaid royalties from Nerf and Super Soaker sales.
This legal victory brought Johnson back into the spotlight, highlighting the impact his invention had on the toy industry and popular culture.
Today, Super Soakers technically remain on toy shelves, albeit in a different form from their original iterations…
The brand has embraced modern trends, including incorporating digital elements and aligning itself more with the younger demographic.
While it may not dominate in the same way it did during its golden years, and probably never will…
Super Soaker retains a special place in the hearts of those who grew up in the '90s and early 2000s.
The lasting impact of the Super Soaker serves as a powerful reminder of the value of innovation, creativity, and nostalgia in shaping iconic cultural products.
Lonnie Johnson’s remarkable invention didn’t just alter the nature of childhood, it completely redefined it.
His creation transformed simple squirt guns into powerful, imaginative tools that elevated summer fun to new levels.
Over time, Super Soakers have grown into an enduring symbol of carefree, sunny afternoons, loved across generations.
Even as the original designs evolved, the essence of what made Super Soakers popular remains intact.
Whether through modernized iterations under the Nerf brand, or vintage collectors seeking out the high-powered models from the '90s, the Super Soaker continues to leave its mark on the toy industry and pop culture.
Its history reflects not just a technical breakthrough in toy design, but a cultural phenomenon that fostered youth, fun, and now nostalgia for countless individuals.
enjoy the rest of your week.
🥰🥰🥰