You really only see Devils’ bobbleheads as giveaway promos by the team, as outside companies rarely produce them. One FOCO representative told us this is the first bobblehead they have made of a specific Devils player (not including generic hockey players with a Devils logo) since Mike Cammalleri back in 2017.
The lack of Devils’ bobbleheads is a pressing issue for us at Devils Army Network. It pertains to a bigger issue at play, the New Jersey Devils just aren’t that marketable. Why aren’t they marketable, and what can make them marketable again?
Winning Would Help
The easiest way for any sports team to start making more money is to start with more winning. Losing teams don’t sell. Just look at the recent HBO series about the 1980’s Los Angeles Lakers “Winning Time.” If they wanted to make a series called “Losing Time,” they could have made it about the 2021-2022 Montreal Canadiens.
With winning also comes endorsements. For merchandise companies, winning teams mean more people buying hats, jerseys, and even bobbleheads. The fact that Devils haven’t had a winning product in seasons, or a national profile, sets them back a lot.
Marketable Athletes
Even if a team is losing, having marketable athletes helps a lot. Just look at the NBA. Lebron James team missed the playoffs in two of the last four seasons, yet he remains the most marketable athlete on the planet. Damien Lilliard’s Portland trailblazers lost over 50 games, yet he remains a marketable athlete. The Knicks may have had a lost season nut that hasn’t stopped Julius Randle from appearing in Vroom commercials in the New York area.
After Taylor Hall was traded, the team was without a superstar. Yes, the Devils had Jack Hughes and Nico Hischier, but they were still developing players. The national media barely took notice, let alone bobblehead buyers.
What About P.K. Subban
The one exception to this rule is P.K. Subban. Subban has been by far the NHL’s most marketable athlete of the past decade. His celebrity transcends hockey to the point he’s appeared on celebrity red carpets and other appearances.
The NHL still saw enough in Subban to make him a correspondent at the NHL Awards and host a game show on NHL network. ESPN even brought him in to be a playoff commentator last year. The best thing about P.K. Subban has been his charisma, even better than his slap shot which can still be effective.
Subban has been accused of putting his personal brand above his play on the ice. Subban has never been shy about the fact he played for New Jersey while with the Devils. Unlike some athletes, who wear their own personal brand when away from the rink, or field, or arena, Subban frequently sported a Devils jersey when working out and wasn’t afraid to say “I play for New Jersey.” While he wasn’t the face of the franchise, he wasn’t hidden either.
If anyone from the 2018-2022 New Jersey Devils was marketable, it was P.K. Subban. Now the face of the franchise is firmly Jack Hughes. He deserves this bobblehead, but hopefully there’s a few more to come.