Press Room

New Flying Disc Debuts at ASTRA

Hillsborough, North Carolina July 2, 2008 - A little bit of providence and a flick of the wrist was all it took to conceive a new disc launched at the American Specialty Toy Retailing Association (ASTRA) Annual Marketplace & Academy June 22 – 25, 2008 in Mashantucket, Connecticut.

The Phd is an indoor flying disc. Extremely easy to catch, it is suitable for all ages. When the Phd is thrown it spins across a room by catching air under its lip much like a traditional Frisbee®. But when caught, it collapses into one’s hand and can be stuffed into a pocket.

The Phd was extremely well received at the ASTRA show, with toy retailers placing thousands of dollars of orders at the two day show. Co-founder Patrick Groft professed, “ASTRA has been wonderful to work with, and this show has been a fantastic venue to launch the Phd. The level of interest from the retailers even exceeds our expectations.”

According to Kathleen McHugh, ASTRA President, “We are thrilled that Phd Productions has joined ASTRA and chose the ASTRA Annual Marketplace to launch their Phd Pocket Disc. What a wonderful new product! Our retailer members are very enthusiastic as evidenced by the buzz it created at the show. "

It all began when 8-year-old Savanna Groft tried to crochet a placemat for a handwork class assignment. Instead she made a prototype of the indoor disc, now called the Phd.

"When I was making it I put too many double stitches in the crochet around the edges and it curled in on the end," Savanna said. "When I was finally done with it, we tried to make it flat but it still curled in."

And so the place mat of sorts – looking more like a small crocheted Frisbee ® – found its place on the living room table for almost a year, until the Larsen family came over for dinner.

Dad Chris Larsen spotted the placemat and, on a whim, picked it up and threw it. It sailed across the living room and the Phd was born.

"Once we had this idea we immediately began thinking of where the skills were to make the Phds," Larsen said. Some research pointed to the Mayans of Guatemala, who have been weaving and crocheting bright patterns for centuries and who bring a deep cultural talent for handwork to the Phds. Each village specializes in a few patterns. The patterns of a village are passed down with the generations.

“The crocheting craft is actually an indigenous skill in Mayan culture," Larsen said. "We recognized immediately that this is helping maintain traditions and providing employment. So, we are pleased to be working with a longstanding importer who has specialized in fair trade production.”

When Groft is asked what Phd stands for, he replies, “What do you think it means?” When no answer is forthcoming, he says, “Well, when it’s used inside it’s a Perfectly Harmless Device that Prevents Home Destruction because it won’t knock vases or lamps over.”

So far Groft and Larsen have a list of 45 possible meanings for Phd, but Savanna chimes in with her interpretation of the name, “The toy is so smart it deserves a Phd!”

The Phd was formally introduced to children at a North Carolina elementary school this spring. Students there are using the Phds to play dodge ball, push up hockey, and develop soccer skills. The Phd can substitute for a ball or Frisbee® in almost any game.

The Physical Education teacher at the school, Russell Westbrook, said, "Nowadays you're always worried about keeping everybody safe," Westbrook said. "I just can't think of a way that these could hurt someone."

"I love the toy," Groft said. "I love the way the kids respond. They just light up. It doesn't harm them if it hits them; it just brings smiles to their faces."

As for Savanna, her handwork class has finished placemats, and she is now working on knitting a sock with four needles. What the future holds for this would be sock is a chapter yet to unfold.

Contact:
Rachel B. Larsen
(919) 539-7168
rachel@livelovecatch.com
www.livelovecatch.com

Class project soaring -- literally -- toy

By Anna Kim : The Herald-Sun

Jun 9, 2008

HILLSBOROUGH -- All it took was a bit of serendipity and a good toss for a new toy to catch on.

It all began when 10-year-old Savanna Groft of Hillsborough stitched a place mat for her handiwork class at the Emerson Waldorf School outside Chapel Hill, an assignment intended to refine her motor skills. Instead, she manufactured the first-ever Phd.

"When I was making it I put too many double stitches in the crochet around the edges and it curled in on the end," Savanna said. "When I was finally done with it, we tried to make it flat but it still curled in." Luckily, beauty is in the eye of the beholder.

"I thought it looked kinda cool," she said.

And so the place mat of sorts -- the size and shape of a small Frisbee, but soft, not rigid -- found its place on the living room table for almost a year, until the Larsen family came over for dinner.

Chris Larsen first eyed the oddly shaped place mat and picked it up and tossed it to Patrick Groft, Savanna's father.

"I remember distinctly at the time, Savanna was in the room," Larsen recalled.

"I was a little bit embarrassed -- I was thinking, maybe I just disrespected this child's creation by picking it up and throwing it."

But as it flew through the air, Susanna was enraptured and Larsen, relieved.

"I think quickly Savanna was pretty into it," Larsen said. "She certainly was not offended."

Larsen and Groft on the other hand, were inspired.

"We were just like wow," Groft said. "I can see this taking off."

And take off it did.

Shortly after came the birth of Phd Productions, LLC by Groft and Larsen, with the intention of making more flying discs.

"Once we had this idea we immediately began thinking of where the skills were to make this," Larsen said.

A veteran adventure traveler in Central America, Larsen thought immediately of the impoverished area south of Mexico. Their search for a supplier ultimately found the Mayans of Guatemala.

"The crocheting craft is actually an indigenous skill in Mayan culture," Larsen said. "We recognized immediately that this is helping maintain traditions and providing employment."

The entrepreneurs named their creation Phd -- not named after the doctoral degree, they say, but just because the name sounded right.

"Prevent Home Destruction, that's probably the most apropos," Larsen said. "Pushing and Hitting Discouraged is another favorite."

With production secured, the Phd finally made its debut this spring at Cameron Park Elementary School, in the classes of physical education teacher Russell Westbrook.

"Nowadays you're always worried about keeping everybody safe," Westbrook said. "I just can't think of a way that these could hurt someone."

From indoor disc golf to keep-away, the Phd has integrated itself with ease into Westbrook's P.E. curriculum.

And the children have given the Phd their own beaming reviews.

"The first couple people said, wow this is really cool," Westbrook said. "Some of the other comments were, this thing hit me in the head -- and it didn't hurt!"

But it wasn't only the children that enjoyed tossing around the Phd.

"I gave one to Bill Clinton when he was in town last month," Larsen said. "I gave him two, and told him that he was to give it to Hillary. But he tossed it to a Secret Service agent instead."

From the living room table to the hands of a former president, the Phds flight has been a fortuitous one.

But for Patrick Groft, the greatest joy was the moment when the Phd sailed into his own hands -- and witnessing others do the same.

"I love the toy," Groft said. "I love the way the kids respond. They just light up. It doesn't harm or hit them, it just brings smiles to their faces."

And for Savanna Groft, it is all smiles. The assignment which forced her to refine her motor skills might just continue to help her do just that.

"I've actually been sort of scared of Frisbees," Savanna admitted. "Now there's a Frisbee that doesn't hit me in the face and hurt -- that's kind of cool for me."

The toy, Groft said, is making its way to store shelves, but currently the Phd is available online at www.LiveLoveCatch.com.