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LITERATURE

 » Full Dark, No Stars - Stephen King's new novella questions mankind's ability to trust others.
[02.21.2011 by Bridget Doyle]

MUSIC

 » The Top 30 Albums of 2010 - Fashionably, fabulously late, our favorite music (and believe me, there was a LOT) of 2010, the year that some have called the best year for music ever. And only some of those fools work here. Plenty of usual suspects, lots of ties and a few surprises that I won't spoil, including our unexpected #1.
[12.24.2010 by The LAS Staff]

MUSIC

 » Live: Surfer Blood/The Drums at Lincoln Hall, Chicago, IL - Remember when Weezer used to put together records that you could sing along to and rock out to? That's what Surfer Blood's show was like!
[11.04.2010 by Cory Tendering]

Music Reviews

Screaming Females - Castle Talk
»Screaming Females
Castle Talk
Don Giovanni
Trent Reznor & Atticus Ross - The Social Network [Original Soundtrack]
»Trent Reznor & Atticus Ross
The Social Network [Original Soundtrack]
The Null Corporation
Deerhunter - Halcyon Digest
»Deerhunter
Halcyon Digest
4AD
No Age - Everything in Between
»No Age
Everything in Between
Sub Pop
Robyn - Body Talk Pt. 1/ Body Talk Pt. 2
»Robyn
Body Talk Pt. 1/ Body Talk Pt. 2
Konichiwa
The Walkmen - Lisbon
»The Walkmen
Lisbon
Fat Possum
LOSTATSEA.NET > FEATURES >

October 3, 2008
"Lite-Brite, Lite-Brite, Turn on the magical shining light!" So goes the advertising jingle for the simplistic plastic timewaster introduced in 1967 by the Hasbro toy company. By that time Kihachiro Onitsuka had been making athletic shoes under the Onitsuka Tiger name for nearly twenty years, but it would be another four decades before the companies would collide head-on. Next week the shoe company Asics (to which Onitsuka Tiger was renamed in 1977) will try their hand at temporary immortality when the company plugs in "The World's Largest Lite-Brite" for the benefit of officials from the Guinness Book of World Records.

Construction of the device--which consists of more than 300,000 original-sized Lite-Brite pegs, measures 11-foot tall by 15-foot wide and took four months to complete--is part of a marketing tie-in for the company's ugly-ass Gel-Lyte III shoe, from its Sportstyle collection. Following the illumination at Splashlight Studios in New York City on October 7th, the marketing firm UG Strategies will be dragging it around the country, with stops at the Voodoo Music Experience in New Orleans, Art Basel in Miami, and the Winter X Games in Aspen, "as well as college campuses and designer footwear boutiques."

SEE ALSO: www.asicsamerica.com/litebrite

--
Eric J Herboth
Eric J. Herboth is the founder, publisher and Managing Editor of LAS magazine. He is a magazine editor, freelance writer, bike mechanic, commercial pilot, graphic designer, International Scout enthusiast and giver of the benefit of the doubt. He currently lives in rural central Germany with his two best friends, dog Awahni and cat Scout.

See other articles by Eric J Herboth.

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