The quest for innovation in skateboarding has led to some truly unique inventions, and among them, the Tail Devil stands out as a particularly memorable one. These small, spark-emitting plates, attached to the tail of a skateboard, transformed the simple act of dragging the tail into a dazzling display of sparks. Though short-lived, Tail Devils captivated skateboarders for a brief period, adding an element of fun and accessibility to the sport. This is the story of their creation, their fleeting success, and the innovative mind behind them.
The idea behind the Tail Devil wasn’t entirely new. In the 1970s, skateboarders experimented with drilling holes into their truck axles and inserting flint rods from butane lighters. This rudimentary setup would create small sparks when grinding on cement coping. However, these DIY attempts were unreliable and produced sparks that were often too small to be visible in photos. It wasn’t until the early 2000s that a solution emerged, thanks to Scott Starr, a seasoned skater and photographer with a passion for innovation.
Starr was approached by Jim O’Mahoney, a Skateboard Hall of Fame inductee, to recreate the sparking trucks for a photoshoot. Instead of the old flint method, Starr used mischmetal, a mixture of rare-earth elements known for producing larger, more visible sparks. While the initial glued-on mischmetal would break easily, the experiment showed promise. Kids who witnessed the sparking effects were eager to get their hands on similar devices, planting the seed for what would eventually become the Tail Devil.
Starr envisioned Tail Devils as more than just a temporary fix. He aimed for a product that could be as popular as the hula hoop or frisbee, a staple toy for kids. He drew inspiration from the failed “Speed Spark” attachment by G&S trucks in the 70s, which were curb feelers that hung off the kingpin. Starr realized that a spark plate on the tail would be far more versatile, allowing for sparks on ledges, curbs, and coping, making it fun even for beginners. After countless design revisions, Starr finalized a design: slices of mischmetal fitted into a plastic mold, which could be easily attached to the tail of a skateboard.
The final Tail Devil design was surprisingly well thought-out. The thin flank of plastic leading up to the thicker back end provided flexibility to attach to different tail steepnesses, and the tapered shape allowed for multiple units to be mounted side by side. Even the specific grade of plastic used was carefully selected for the intended use. The name “Tail Devil” was intentionally chosen to be catchy and memorable, avoiding obvious terms like “sparks” or “skateboarding”.
In 2003, Starr, along with Jim Kuhlman and Rocco Cablayan, founded 3 Guys On Fire, the company that would manufacture and sell Tail Devils. Leveraging his connections as a former photographer for Thrasher magazine, Starr strategically promoted the product by asking skaters he photographed to put Tail Devil stickers on their boards, effectively securing free advertising in magazines.
While the Tail Devil gained popularity, it faced some challenges in the market. Skate shops were sometimes hesitant to stock a product considered a “gimmick,” and pro skaters were reluctant to be seen using it due to image concerns. However, Starr’s primary target audience, teenage and pre-teen skateboarders, were easily captivated by the fun and potential for pyrotechnics.
Starr also embraced unconventional marketing tactics. He uploaded a promotional video to YouTube with a single frame of the Pamela Anderson and Tommy Lee sex tape to lure viewers to click on the video through a provocative thumbnail. This resulted in millions of views, highlighting Starr’s inventive approach to marketing the product.
Despite a strong initial run, Tail Devils faced two major hurdles: low profit margins and the fact that 3 Guys On Fire didn’t sell any other products. This made it less appealing for skate shops to consistently restock. Even with sales reaching an estimated one million units, Starr’s profits were minimal due to the number of free units given away.
In 2009-10, Starr reached a deal with Wham-O, the toy company behind hula hoops and frisbees, to create an entire line of Tail Devil products. This deal aimed to expand the reach of Tail Devils to other sports equipment, including bikes, rollerblades, and even hockey pucks. However, this promising collaboration was derailed in 2010 when Wham-O underwent executive changes, and the new management scrapped a number of upcoming projects, including the Tail Devil line.
Tail Devil schematics
Adding to these challenges, Starr developed Ménière’s disease, an inner-ear condition that caused severe vertigo and dizziness, sidelining him for the next two years. With Starr unable to work, 3 Guys On Fire gradually ceased to function.
Although Starr recovered, the prospect of rebuilding the company and securing another deal with a major toy company was too overwhelming, ultimately leading him to let Tail Devils fizzle out.
Starr acknowledged that his pre-existing status in the skateboarding industry was essential for the Tail Devil’s initial success, noting that without it, his product would have been dismissed by the industry. Despite the fact that other companies attempted to recreate the concept of sparking trucks, such as Torch, their products were unable to achieve the popularity or longevity of Tail Devils.
Today, Scott Starr lives in Santa Barbara, California, where he dedicates his time to archiving surf and skate photos and videos from the early 1960s. Although he has no current plans to revive the Tail Devil, his invention remains a testament to the power of creativity and fun in skateboarding.
The Tail Devil, while ultimately a short-lived phenomenon, succeeded in its mission of making skateboarding more fun and accessible. It stands as an example of a simple yet innovative idea that made an impact on the culture, reminding us that sometimes, the best inventions are the ones that let us have a little harmless fun.
