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Pet Rock is a collectible made in 1975 by advertising executive Gary Dahl. Pet Rocks are smooth stones from Mexico's Rosarito Beach. They were marketed like live pets, in custom cardboard boxes, complete with straw and breathing holes. The fad lasted about six months, ending after a short increase in sales during the Christmas season of December 1975. Although by February 1976 they were discounted due to lower sales, Dahl sold 1.5 million Pet Rocks for $4 each, and became a millionaire.With his money, Dahl opened a bar named "Carry Nations" in downtown Los Gatos, California, a reference to Carrie Nation. Dahl continued to work in advertising; however, he avoided interviews for years, because "a bunch of wackos" harassed him with lawsuits and threats. Dahl said in 1988: "Sometimes I look back and wonder if my life would have been simpler if I hadn't done it." Development In April 1975, in a bar in Bonny Doon, Gary Dahl listened to his friends complain about their pets; this gave him the idea for the perfect "pet": a rock. A rock would not need to be fed, walked, bathed, or groomed, and it would not die, become sick, or...