The Sweet Sound of Success: How Nichols Electronics Revolutionized Ice Cream Truck Music
If you’ve ever heard the delightful jingles of an ice cream truck rolling down your street on a hot summer day, you’ve experienced the marketing genius of Bob Nichols. While you might not recognize the man behind the melodies, Nichols’ innovation has left a lasting impression across the country, particularly through the iconic soundtracks of almost every ice cream truck.
The Origin Story
In 1973, Bob Nichols, an electrical engineer, was struck by inspiration while watching a movie featuring Scott Joplin’s famous 1902 ragtime tune, "The Entertainer." He realized it would be the perfect melody to catch people’s attention. Thus, Nichols Electronics, the company Bob had founded in Minnesota, and already a supplier of music boxes to numerous ice cream trucks, embraced this novel idea.
Nichols Electronics was already in a prime position to revolutionize the industry. The company added "The Entertainer" alongside its pre-loaded jingles, rapidly making it synonymous with ice cream trucks nationwide.
Dominating the Market
Nichols Electronics didn’t just influence the music played by these trucks; they came to control the market. Today, the company is run by Bob’s son, Mark, and his wife, Beth. Mark estimates that Nichols Electronics dominates up to 97 percent of the music box market for ice cream trucks.
How did they achieve this level of control? The evolution of the ice cream truck provides some answers. Initially, ice cream cart owners in the late 1800s would sing to attract customers, and by 1920, Harry Bert of “Good Humor” fame equipped trucks with bells. However, ringing bells was labor-intensive, leading to the adoption of mechanical music boxes by 1929.
The Innovation Continues
John Ralston, a Los Angeles ice cream truck driver, furthered this innovation in the 1940s by creating a music box using a vacuum tube radio. Ralston’s friend, Bob Nichols, though inexperienced in music boxes, decided to take on the challenge. The collaboration resulted in a successful product that sold prolifically by word-of-mouth, doubling ice cream sales compared to bell-equipped trucks.
In 1960, Nichols Electronics advanced from disc-based boxes to wind-up cylindrical boxes, dropping the cost from $125 to $80. By then, they controlled most of the market. When Mark took over in 2003, the company was selling 2,000 music boxes annually. However, with the decline in ice cream truck numbers, production is now 300 to 400 units per year.
Looking Ahead
A few years ago, Nichols Electronics employed several full-time workers; today, it’s just Mark and Beth, maintaining the family-run essence of the business. Despite the reduction in demand and new challenges from larger corporations, Nichols Electronics continues to hold a significant place in the industry’s heart.
For more detailed insights into the trials and tribulations faced by Bob Nichols and Nichols Electronics, and to understand what makes the perfect ice cream truck jingle, tune into their feature on Hustle.
This article celebrates Bob Nichols and his family’s profound impact on the ice cream truck industry, illustrating how a single idea can shape an entire marketplace and create nostalgic memories for millions.
