Ouija boards, the iconic talking boards that have captivated and spooked people for over a century, have long been a staple of slumber parties and Halloween gatherings. But in recent years, shoppers have noticed a peculiar absence of these mystical devices from the shelves of one of America‘s favorite superstores: Target. What could have prompted this retail giant to ghost such a legendary product? Let‘s investigate the haunting history of Ouija boards and unravel the mystery of their vanishing act at Target.
The Ouija Board: A Spirit-ual Journey Through Time
The Ouija board‘s origins can be traced back to the late 19th century, a time when spiritualism and séances were all the rage. In 1890, entrepreneur Elijah Bond and attorney Charles Kennard developed the first talking board, which they dubbed the "Ouija," a blend of the French and German words for "yes." The board featured the letters of the alphabet, numbers 0-9, and the words "yes," "no," and "goodbye," along with a planchette pointer for spelling out messages.
Kennard‘s Novelty Company began producing Ouija boards in Baltimore, Maryland, and they quickly became a sensation. By 1893, William Fuld, one of Kennard‘s employees, had taken over the company and started mass-producing the boards under his own name. Fuld claimed that the name "Ouija" was an ancient Egyptian word meaning "good luck," though this was later debunked as a marketing ploy.
Throughout the early 20th century, Ouija boards remained immensely popular, with Fuld‘s factory churning out thousands of units per week. The boards even played a role in World War I, with some American soldiers using them to communicate with loved ones back home. In 1927, Fuld passed away, but his children continued to run the business until 1966, when they sold the rights to the Ouija board to Parker Brothers, which was later acquired by Hasbro.
Ouija Mania: Pop Culture and Paranormal Fascination
Ouija boards have long held a special place in American pop culture, appearing in countless movies, TV shows, books, and music. Some notable examples include:
- The 1973 horror film "The Exorcist," in which a young girl becomes possessed by a demon after playing with a Ouija board.
- The 1986 film "Witchboard," a cult classic that centers around a woman who becomes obsessed with a Ouija board and the spirit she contacts through it.
- The 2014 supernatural horror film "Ouija," which spawned a 2016 prequel, "Ouija: Origin of Evil."
- The Netflix series "Stranger Things," which features a memorable scene in which the characters use a Ouija board to communicate with a missing friend.
These media portrayals, along with countless real-life anecdotes and urban legends, have contributed to the enduring allure and notoriety of Ouija boards. A 2014 survey by the Pew Research Center found that 10% of Americans have used a Ouija board, with higher rates among younger adults (18%) and those who identify as spiritual but not religious (25%).
The Ouija Controversy: Religious Opposition and Moral Panic
Despite their popularity, Ouija boards have long been a source of controversy and concern, particularly among religious groups. Many Christian denominations view Ouija boards as a form of divination, which is prohibited in the Bible. Some even believe that using a Ouija board can open a portal for demonic possession or invite evil spirits into one‘s life.
In recent years, several high-profile religious leaders have spoken out against Ouija boards:
- In 2015, Pope Francis warned against using Ouija boards, saying that they can "open the door to dark spirits" and lead to "dependence on Satan."
- In 2018, the Catholic Diocese of Buffalo, New York, issued a warning about the dangers of Ouija boards after a local school reported students using them.
- In 2020, the Reverend David Crank of the Christ Tabernacle Missionary Baptist Church in St. Louis, Missouri, made headlines for burning Ouija boards and other "demonic" items in a bonfire.
These religious objections have likely influenced some retailers‘ decisions to limit or discontinue Ouija board sales. In 2014, Toys "R" Us pulled Ouija boards from its shelves in response to customer complaints, though they later reinstated them online. Walmart has also faced pressure to remove Ouija boards from its stores, with some locations reportedly keeping them behind the counter or in the back room.
Target‘s Ouija Board Exodus: Theories and Implications
So why did Target, a company known for its progressive values and diverse product offerings, decide to give Ouija boards the boot? While the retailer has not provided an official explanation, there are several possible factors at play:
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Religious and cultural sensitivity: As mentioned earlier, many religious groups view Ouija boards as dangerous or sacrilegious. By removing them from its shelves, Target may be attempting to avoid offending or alienating certain customers.
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Brand image and reputation: Target has long positioned itself as a family-friendly retailer with a focus on wellness and positivity. Selling Ouija boards, which are often associated with the occult and paranormal, could be seen as inconsistent with this brand identity.
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Changing consumer preferences: While Ouija boards remain popular among certain demographics, overall demand may have declined in recent years. According to Google Trends data, search interest in Ouija boards has been steadily decreasing since 2004, with occasional spikes around Halloween.
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Competition and market saturation: With so many other retailers selling Ouija boards, both online and in-store, Target may have simply decided that the category was not worth the shelf space or potential controversy. Hasbro, the current owner of the Ouija brand, also sells the boards directly through its website.
Whatever the reason for Target‘s Ouija board phase-out, it‘s clear that the decision has left some customers feeling haunted. A quick search of social media reveals numerous posts from shoppers expressing disappointment and frustration at not being able to find Ouija boards at their local Target stores.
However, it‘s worth noting that Target does still carry a few Ouija-themed items, such as the Ouija Board Mystifying Oracle Card Game and the Stranger Things Ouija Board Blanket. These products may offer a more family-friendly and less controversial way for customers to engage with the Ouija brand.
Buying a Ouija Board in the Post-Target Era
If you‘re still determined to get your hands on a Ouija board, fear not – there are plenty of other options available. Here are a few retailers that currently sell Ouija boards online and/or in-store:
- Hasbro: As the official owner of the Ouija brand, Hasbro sells classic Ouija boards through its website for $21.99.
- Amazon: A search for "Ouija board" on Amazon yields numerous results, ranging from traditional Hasbro boards to more elaborate custom designs. Prices range from around $20 to over $100.
- Walmart: While availability may vary by location, some Walmart stores and Walmart.com carry Ouija boards, typically priced between $20 and $30.
- Barnes & Noble: The bookseller offers a selection of Ouija boards on its website, including the classic Hasbro version and a glow-in-the-dark variant.
- Etsy: For those seeking a more unique or handcrafted Ouija board, Etsy is a treasure trove of options from independent artists and sellers. Prices and styles vary widely, from simple wooden planks to ornate, custom-engraved designs.
When shopping for a Ouija board, be sure to read product descriptions and reviews carefully to ensure you‘re getting a quality item from a reputable seller. Also, keep in mind that some boards may be marketed as "toys" or "novelty items," while others are intended for more serious spiritual or metaphysical use.
Conclusion: The Enduring Legacy of Ouija Boards
Despite their mysterious disappearance from Target shelves, Ouija boards remain a beloved and controversial part of American culture. For over 130 years, these simple yet strangely powerful devices have captivated the imaginations of millions, offering a tantalizing glimpse into the unknown and a thrilling way to test the boundaries of the possible.
Whether you believe in their supernatural abilities or simply enjoy the spooky aesthetics and social dynamics they inspire, there‘s no denying the enduring allure of Ouija boards. And while Target may have decided to break up with these ghostly game boards, plenty of other retailers are still keeping the spirit alive.
So the next time you‘re in the mood for a little mystical mischief, consider gathering some friends, dimming the lights, and diving into the wonderful world of Ouija. Just remember to approach the experience with an open mind, a sense of humor, and perhaps a grain of salt. After all, as with any venture into the paranormal, you never know what might happen when you start toying with the spirits.
