I spent 30 minutes watching the roadmap of Heelys and did some research on the company.
My summary: Good short term play because of the hype, but its long term prospect is questionable because the wheel-in-a-shoe may become a fad.
Heelys looks to stay on a roll with IPO
Cramer’s ‘Mad Money’ Recap: Heelys Worth a Roll
“Looking at the comps, Cramer said Heelys should be worth $26 a share eventually and it could even go to the mid-$30s. The bottom line: buy Heelys in the low $20s and sell it as soon as it crosses the $30 line.”
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Having watched numerous Heely wearing tourists (generally children) stumble and fall in those things when trying to “cruise” the freedom trail in Boston (tip: Heelys + cobblestone/brick paved sidewalks and streets = painful face meets pavement moments).
I agree with you that the long-term prospects of Heelys are questionable to say the least. Jonathan Berr, editor, http://www.desperateinvestors.com