Hacky Sack Makes a Big Comeback

By Stephanie Brooks 18/07/2026 3 min read 3 views

PlayMonster, a toy manufacturer, has helped engineer a Hacky Sack revival, with the small, round bags becoming the new “it” toy for today’s teens. Jonathan Berkowitz, CEO of PlayMonster, expected success after working with Wham-O to relaunch Hacky Sack in February, but not the rapid pace at which it took off.

As the school year ended and the weather heated up, young people began buying the toys, officially called footbags, in large numbers. Kids and teenagers kicked them around at recess and in parks, uploading viral videos of themselves doing tricks on social media.

Google searches for “hacky sack” in the U.S. are up 1,700% year over year from April 15 to July 15. PlayMonster sold out of its branded Hacky Sacks online at the end of May and began air-freighting in extra inventory as fast as it could.

Berkowitz said the company was at low stock levels for about eight weeks. To capitalize on the trend, PlayMonster immediately jumped into action, developing a new product line of Hacky Sacks, including a light-up version and one that audibly counts how many times it’s been kicked around.

PlayMonster executives traveled to China to kickstart the manufacturing process, condensing the usual yearly development cycle into 90 days. The company is now developing about 10 new Hacky Sack styles, which will roll out in late July through September as part of a larger “Hack to School” campaign.

Hacky Sack is also bringing on new retail partners, including Walmart, Target, Amazon sales, and Dick’s Sporting Goods.

PlayMonster is betting on social media to market the product, collaborating with footbag players on social-media posts and reposting players’ content.

Americus Reed, a professor of marketing at the Wharton School of the University of Pennsylvania, believes Hacky Sacks satisfy two of young consumers’ desires: authenticity and shareable content. “Hacky Sack delivers both,” he said.

While other companies cannot use the “Hacky Sack” name in their commercial branding or product logos, PlayMonster is focused on differentiation through performance and quality. The company is spending time getting its product development right, according to Berkowitz.

Search interest has been centered on Hacky Sack, with the term being searched on Amazon rather than “footbag.” Retail partners want the original product, Berkowitz said.

The Hacky Sack resurgence joins other toy-and-game trends, but PlayMonster views the product as a key item in the sports industry, which tends to stay popular longer due to its social aspect. They are focusing on tournaments and hope to play a larger role in high school leagues.

PlayMonster believes Hacky Sack will be an amazing sport for years to come. The company is working to keep the product from fizzling out by making new products that appeal to avid players and focusing on tournaments.

Hacky Sack’s popularity could lead to a wider trend of outdoor play and social interaction among young people, as they seek to balance their online lives with real-world experiences. PlayMonster will continue to grow, and it will be important to see how they maintain momentum.

The 44th Annual East Coast Footbag Championships recently took place in Brooklyn, with official rules and guidelines published by the International Footbag Players’ Association. PlayMonster’s efforts to promote the sport and create a sense of community around it may be key to its long-term success.