“Great play experiences are timeless”: PlayMonster CEO Jonathan Berkowitz on the return of Hacky Sack

Hacky Sack is back in a big way. PlayMonster acquired the rights last year – what appealed about taking this brand on?
Hacky Sack is a brand that has decades of heritage, and we recognised early on that it was perfectly suited for today’s social landscape – where authentic, shareable moments can immediately connect people with brands and products.

The brand encourages movement, in-person social interaction and connectivity through play, whether you’re a seasoned player perfecting tricks or someone picking one up for the first time. This became the foundation for how we strategised around relaunching the brand for a new generation.

You launched the refreshed Hacky Sack line earlier this year. What’s new with regards to the product and packaging? And what were some of the reasons behind what you chose to refresh, and what you chose to retain?
Our goal is to make Hacky Sack fresh and relevant to today’s consumer, while staying true to what people have always loved about it. This relaunch is about evolving Hacky Sack into a modern sport and play brand with a distinct identity that resonates across every consumer touchpoint.

We’ve introduced updated graphics, packaging and new product innovations designed for today’s generation, while remaining intentional about preserving the core product experience. The quality, portability and simplicity of Hacky Sack are what make it so timeless, and this relaunch lowers the barrier for a new era to discovering the brand.

What do you think is behind the recent rise of Hacky Sack?
Gen Z has a growing appetite for screen-free connection, movement and in-person experiences; Hacky Sack checks all those boxes. It remains a top search on TikTok Shop, having sat in the number one spot for two weeks straight and consistently in the top five.

We’re intentionally fuelling that momentum by engaging in conversations with fans online and supporting the growing Hacky Sack culture through tournaments and community events. The brand continues to generate excitement and shareability in real life and on social media, and it’s been especially exciting to see younger audiences embrace Hacky Sack on their own terms.

Looking ahead, how do you see the brand – and your product line – expanding? Where do you see opportunities?
This is only the beginning! There is tremendous opportunity to grow the Hacky Sack brand, and we already have new products and innovations coming this Fall. Beyond the product line, we’re excited to deepen our community engagement through social-sharing opportunities and by elevating in-person experiences.

We’ve recently sponsored our first community event, teaming up with @NJSacks’ Sack Madness Tournament, which has recently entered its Sweet 16 round, and staying connected to fans in real time across TikTok and Instagram channels through collaborations, social spotlights and more. Whether it’s creator collaborations, partnerships with players and leagues, live experiences or new ways for fans to connect through social content, there’s significant potential to continue broadening the ecosystem around Hacky Sack and fuel the excitement for the next wave of players.

Last question! Does the success of your ‘retro brands’ like Hacky Sack and Koosh shape any aspects of your other ranges? Do these brands inform each other?
Brands like Hacky Sack and Koosh reinforce an important truth: great play experiences are timeless. Today’s consumers gravitate toward products that are simple, affordable, instantly engaging and capable of creating meaningful moments of connection.

The increased desire for nostalgia-driven, in-person activity is a driving factor for innovation at PlayMonster. We continue to take inspiration and insight from our heritage brands as we consider fresh new experiences across our product line, ultimately connecting back to our mission of “fun to play, fun to watch, and fun to share”.

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