Words That Are Their Own Opposites. In the fall of 1. Mike Ryan was walking through the halls of his new school when he realized something terrible: He was the only kid without a Trapper Keeper. I'm sure there were others,” he says now.

But I certainly didn't notice them because they weren't worth noticing because they didn't have a Trapper Keeper.” After school, he told his parents his tale of woe, and his father picked one up—but it was the wrong thing, a rip- off made of what appeared to be denim. To Ryan’s horror, everyone noticed. Trapper Keeper? That looks more like a Trapper Jeansper,” one kid sneered.“It was that weird thing where having a knockoff was worse than having nothing at all,” Ryan, now senior entertainment writer at Uproxx, says. Being the new kid, this was strangely devastating.” He would eventually get the real thing—bright red, with red, green, and blue folders.

It didn't make me cool, but at least I felt like I was conforming. Which, at that point, is all I had hoped for.”Launched in 1. Mead Corporation (which was acquired by ACCO Brands in 2. Trapper Keeper notebooks are brightly colored three- ring binders that hold folders called Trappers and close with a flap. From the start, they were an enormous success: For several years after their nationwide release, Mead sold over $1. To date, some 7. 5 million Trapper Keepers have flown off store shelves.“The Trapper Keeper is one of the most recognized school brands of all time,” says Jessica Hodges, Director of School Marketing for ACCO Brands.

It’s also a prominent pop culture touchstone: Trapper Keepers have been featured on Family Guy, Dawson’s Creek, South Park, Full House, Stranger Things, and Napoleon Dynamite. They were transformed into a Trivial Pursuit game piece.

John Mayer called Trapper Keepers “the genesis of OCD for my generation.”These organizational devices would come to define childhoods across North America, and adults who had them remember their Trapper Keepers fondly. And those who didn’t have them often remember exactly which one they wanted.) Joshua Fruhlinger at Engadget called it “the greatest three- ring binder ever created … Trapper Keepers—the way they combined all of one's desktop tools—were an early incarnation of the smartphone.” There is robust business in vintage Trapper Keepers on e. Bay, where unused binders can go for $5. But in the late 1. Mead couldn’t have known that their product would eventually garner such cultural significance. In fact, Trapper Keeper inventor E.

Bryant Crutchfield was just looking for the next back- to- school item, and he did it the old fashioned way—through market research. The Trapper Keeper] was no accident," he tells mental_floss. It was the most scientific and pragmatically planned product ever in that industry."SITUATION ANALYSISAs director of New Ventures at Mead, part of Crutchfield’s job was to identify trends in the marketplace. In 1. 97. 2, Crutchfield’s analysis, conducted with someone at Harvard, showed there would be more students per classroom in the coming years.

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Those students were taking more classes, and had smaller lockers. Fast forward a few years, when Crutchfield’s analysis revealed that sales of portfolios, or folders, were increasing at 3. Watch Midnight Movie Online Forbes. Thinking back to that Harvard report, a lightbulb went off. You can’t take six 1. Crutchfield says. People were using more portfolios, so I wanted to make a notebook that would hold portfolios, and they could take that to six classes.”Crutchfield was speaking with his West Coast sales representative about what he planned to do when another piece fell into place.

Portfolios in notebooks were a great idea, the rep said, but why not make the pockets vertical instead of horizontal? Pee. Chee folders. Image courtesy of Mead. Folders with vertical pockets, called Pee. Chees (as in, peachy keen), had been around since the 1.

West Coast, but they had never made the leap across the Rockies—so Crutchfield was doubtful. I said, ‘They only sell on the West coast, and what’s the real benefit of a vertical pocket?’” Crutchfield remembers. The rep] said, ‘When you close it up, the papers are trapped inside—they can’t fall out. If you’ve got a horizontal pocket portfolio, you turn it upside down, and zap!

The papers] fall out.’”Crutchfield was convinced and got to work. First, he took sketches of the portfolios and notebooks to a group of teachers to find out if there was truly a need for that kind of thing. The group said that student organization was a major problem, and the teachers would welcome any product that would help in that regard. Next, Crutchfield created a physical mock- up. Unlike the Pee. Chee—which had straight up- and- down vertical pockets—Crutchfield’s portfolios had angled pockets, with multiplication tables, weight conversions, and rulers on them. It was like a textbook inside,” he said.

Then he designed a three- ring binder that held those portfolios and closed with a flap. Students could drop the notebook, and the contents would stay securely in place.

Trapper portfolios. Image courtesy of ACCO Brands. So Crutchfield had a mock- up of his product, but he still didn’t have a name. That came from his research and development manager, Jon Wyant. I said, ‘I need a name for this damn thing. Have you got any ideas?’” Crutchfield remembers. The next day, they were drinking a martini with lunch when Wyant said, "Let’s call the portfolio the Trapper.""What are we going to call the notebook?" Crutchfield asked. The Trapper Keeper,” Wyant replied."Bang!" Crutchfield says.

It made sense!" And that was that. TESTING THE MARKETThe prototype Trapper Keepers—one with the logo, one without. Photo courtesy of E. Bryant Crutchfield. With his product named, and a prototype created (the “Trapper Keeper” logo stuck on in press- on- type, and the design—soccer players—held on with tape), Crutchfield went to the next step: more focus group testing. He and other Mead representatives went to schools with the Trappers and Trapper Keeper, talking to students and teachers to get feedback. He also looked for input a little closer to home, from his 1.

I had access to what they were doing in school,” he says, “and I saw their lockers and talked to their teachers.”For about a year, Crutchfield conducted interviews and focus groups, tweaking the design of the Trapper Keeper along the way. There were probably five or six iterations,” he says. And once he was happy with the result—a PVC binder with plastic, pinchless rings (they slid open to the side instead of snapping open), a clip that held a pad and a pencil, and flap held firmly closed by a snap—it was time to run a test market, which would help them determine if the product was truly viable. Patents on two key Trapper Keeper features: The combination pencil holder/notepad clip and the pinchless plastic binder rings. Images courtesy of Google Patents. Prior to the test, Crutchfield wrote a commercial and flew from Dayton, Ohio—where Mead (and now ACCO) was based—to Manhattan, where he hired three actors and filmed the clip for a mere $5,0. He was short on cash, so it had to get done—but getting it done wasn't easy. One actor in particular was having a tough time.

It was very straightforward—the kid had a notebook in his arms, and his papers fell out [when a cute girl came over],” Crutchfield says. We were about 2. 0 minutes away from when the camera goes off [when] he finally got it.

I said ‘Wrap!’ and that was it.”Courtesy of ACCO Brands The chosen test market was Wichita, Kansas. In August 1. 97. 8, Mead aired the commercial there and rolled out its Trapper portfolios and Trapper Keepers.

What happened next was unexpected: “It sold out completely,” Crutchfield says. Inside each Trapper Keeper (which came with a few Trapper folders) was a feedback card; if kids sent it in, Mead would send them a free notebook. Approximately 1. 50. Under “Why did you purchase the Trapper Keeper rather than another type binder?” kids said things like: "I heard it was good.