Anything that bobbles is a winner

SchillingPerhaps it’s the influence of co-owner Bill Murray, but whatever the reason, the Brockton Rox come up with some of the more fun marketing ideas. The Brockton, Mass., minor-league baseball team brought 45-year-old Dennis “Oil Can” Boyd out of retirement this year to pitch his first pro game in eight years—and drew more than 4,000 fans to his debut over Memorial Day weekend. Now the team is making hay with a Curt Schilling figurine dubbed the Bobble Ankle, which has a flimsy ankle instead of a bobbing head. The team wanted to do something to recognize Schilling’s World Series heroics. “The problem was, there’s nothing fun about a bloody sock,” says Rox team president Jim Lucas. The team has sold 3,700 dolls in two months—with half of the proceeds going to Schilling’s Pitch for ALS foundation and his wife Shonda’s SHADE foundation for skin-cancer awareness.

—Posted by Tim Nudd