💀 “Scary Good” — Halloween’s Skelly economy. Detroit’s minivan miss. Ramp’s money musical. +Celeb Beauty Bubble

0:28This is Nick. For our first story, the$300 12-foot skeleton is the new heiress tour. It is. It's causing economic ripples across our country. Besties, here is how Skelly helped turn Halloween into corporate America's favorite holiday. For our second story, it's Ramp. The fintech company just produced an actual musical. True story. Bill Pay, the musical. Billy Zane was the star, but brand association, that won the Tony. And our third and final story. Detroit's big three car companies have completely swung and missed on the year 2026. Because they missed the two big trends. And what are they, Jack?

1:04Millennial minivans and boomer hybrids. Honk, honk, get out of the way. But besties, before we hit that wonderful mix of stories. What a mix of stories for T-Boy Tuesday. Love the mix today, Jack. Everyone's worried about bubbles these days. Bubbles. Is there an AI bubble? Is there a stock market bubble? Is there a data center chip infused AI stock market bubble? Probably. Actually, I don't know. No one knows if there's a bubble. No, no, no. But we do know one thing. There's a celebrity-backed bubble out there, and we think it just popped. Because besties, this year, a whole bunch of celebrity brands quietly folded.

1:36Scarlett Johansson's Outset shut down just yesterday. Darjo's beauty business, it lost its dewy. Call her daddy's energy drink, Unwell, shut down last month. Unwell's business, apparently not that well. And Lionel Messi ended his energy drink quietly this year, too. They're always quietly, aren't they, Nick? And that dude, that dude, he was in the World Cup, man. Gwen Stefani's lipstick shut down last spring. Elf Beauty sold off their Alicia Keys line. Emma Chamberlain's coffee chain is down. And Logan Paul's energy drink. How's it looking over there, Jack? All these brands went from A-list at one point to D-list today.

2:06Call it the caffeinated celebrity beauty beverage bubble. Now, it's not every celebrity-backed business. Kim Kardashian's Skims, still crushing it. Skims, it's worth five billion bucks. That's almost one lift. And David Beckham's everything business, winning the World Cup, he never won. It's bending it everywhere. hockey stick growth kind of bending, Jack. But apparently the world didn't need another clean beauty energy drink lip liner ready to drink canned cocktail collagen latte face cream moisturizing caffeine serum. Co-founded by a Hollywood star. The world just didn't need that. What if you added probiotics, Jack?

2:38Would probiotics have helped? Introducing the best energy drink yet. Yeti's promo code nothing because this is a big product. That's a big surprise. Jack, listen to our three stories. 15 years before this song, two boys from the Northeast met in the dorm. They had an idea to cause a cultural storm. It's the best one yet, but the best is a norm. Jack Nick, that's it. I don't even think they need to practice. 50%, that's a fat tip. T-Boy City on your at list. If you know, you know, cause we ready to go. We can't wait no more, so just start the show.

3:15Start the show. First, a quick word from our sponsor.

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5:29For our first story, demand for giant Halloween skeletons isn't slowing down. It's only increasing and it's defying our K-shaped economy. And it's proof that Halloween has become corporate America's favorite holiday. Yes, it has. But Jack, let's move about the whiteboard here. Most pandemic trends, they were pandemic fats. Zoom happy hours, Tiger King, sourdough. But one pandemic practice that's lasted is spending$299 on a 12-foot Halloween skeleton to plant into your front lawn. You see, in 2020, Home Depot recognized a pandemic pattern. People were pimping out their loams. You got a new grill, a new addition, a new fire pit.

6:09But when interest rates spiked and inflation did too, spending on homes tanked. Honey, no more sconces. But there is one affordable splurge for the whole family that continued going on. Giant skeleton decorations. Now, Home Depot was strategic here. They were actually strategic with the skeleton's height. 12 feet tall is slightly taller than all the basketball hoops in your neighborhood. So you had a frame of reference for how big it was. They also got strategic with the name. A viral video nicknamed one of them Skelly, and Home Depot embraced that nickname. And now, this 12-foot Skelly the Skeleton has become an annual franchise for the Home Depot.

6:42With new versions coming out every year, I have one neighbor who's accumulated three of these. I'm in the middle of San Francisco. We have three neighbors on the street who have them in the city. A 12-foot skeleton. I know. They're in Vermont. They're in San Francisco. Can I confess, Nick? Talk to me. We actually purchased a six-foot Skelly. Please tell me you bought two and are putting them on top of each other, Jack. because there are 300 ,000 people in one Skelly the Skeleton Facebook group right now. And Walmart just told Business Insider that sales of their Skelly have been beating expectations even though we're six years into this trend.

7:13Now, besties, here's what Jack and I find fascinating about this story. The 12-foot skeleton in general, it has defied the K-shaped economy. It has defied inflation. Now, we should point out Skelly caused an arms race among the home improvement chains because Lowe's followed Home Depot by launching a 15-foot version in 2021. $429. You see, the Lowe's version is 25 % taller, but 40 % higher priced. Then Sam's Club, the discount arm of Walmart, had their 11-foot skeleton they launched. It's$199. That's only 8 % smaller, but 33 % cheaper. Crunching the numbers, Nick. Sam's Club sells bones for$21 per foot, Home Depot$25 per foot, and Lowe's$29 per foot.

7:54Hey, your move, Costco. Your move. But Nick, despite all that competition from Sam's Club and Lowe's, Home Depot's version is still$299. Home Depot Skelly has defied inflation. And as our Vermont regular neighborhood and San Francisco fancy street examples demonstrate, both rich people and people just getting by are splurging on these Skellys. So Skelly has spanned the income spectrum. And for six years now, this annual holiday tradition has avoided controversy. As far as I can remember, Jack, ain't no 12-foot skeleton that's been canceled on social media. Halloween happens just before Election Day, but erecting skeletons for the neighbor's kids to gawk at is nonpartisan.

8:33In fact, this$299 skeleton has become an impulse buy by consumers. You come in for bread, and you walk out with an 11-foot Grim Reaper. That's what one Walmart executive said. But Nick, this skeleton sales surge tells us something bigger about Halloween and the economy. And you see it beyond the calendar creep. So Jack, what's the takeaway for all our buddies who just bought a giant 12-foot skeleton? For profits, Halloween is the new Christmas. Yeah, it is historically every business's favorite holiday. It was Christmas. Nick, we spend a trillion dollars on Christmas. Of course it's every business's favorite holiday.

9:10It's a reliable annual spending event. But over the last 20 years or so, Black Friday has trained us consumers to expect deals. And deals are discounts that hurt profit margins. Then politics added Christmas to the culture war, so brands, they gotta be careful out there. But Halloween has emerged as the ultimate consumer holiday that ironically doesn't keep executives up at night. You see, consumers spend bigger and earlier on Halloween, and there's now a tolerance of brands to push the boundaries. Sure, everyone celebrates Thanksgiving, but you're not buying Thanksgiving food in August. And yeah, Fourth of July is fun, but it's for partying and traveling, not for shopping and splurging.

9:45But then there's Halloween, yes. The most brand safe holiday where risks are accepted and there's no virtue signaling stress with buying a 12-foot skeleton. And that is why besties Jack and I are not afraid to say it. Halloween has become corporate America's favorite holiday. For our second story, Ramp, the software as a service company, just produced Ramp, the musical. Corporations are producing creative arts and this story includes Billy Zane from Titanic. But no other spoilers. No more spoilers, Jack. Yetis, Ramp's business is pretty much as unsexy as it gets. Yeah, Jack and I got a sexy chart here in the office, and Ramp's kind of on the left side of it, if you know what I mean.

10:27Subscription software to businesses to manage their expenses. Enterprise, enterprise, enterprise. Now, Ramp isn't just splurging 250 grand a month for those high-visibility billboards off Route 101 in the Bay Area. Although they are doing that, we should point out. Instead, this fintech company tried to replace the Bureau of Labor statistics. We covered it on this pod. We did because they've taken their private internal data and turned that into public reports that earn media, that earn attention, that are actually kind of sexy. Like the list of the number one most expense takeout restaurants in San Francisco.

10:58They published that. Which was so popular, it was followed by the list of most expensed restaurants in New York as well. Ramp also hired Kevin from The Office for a marketing stunt in the Flatiron building because Kevin really struggles with receipts and expense processing. and everyone watches The Office. But the latest attention-getting gimmick from Ramp is the wildest of all, and it could win a Tony Award. That's right, because Ramp just produced a Broadway show. Oh, I'm sorry, Jack. A Broadway show. Let me stop you right there. Let me stop you right there. All right, let me just get my snaps going.

11:30Here we go. The private startup, Ramp, is actually in talks to raise at a$60 billion valuation and could IPO as early as next year. What Jack and I have on fascinating is that instead of S1 IPO paperwork, they printed a playbill last month for a musical. The musical is called Bill Pay. It's a one-night-only event that already happened in New York, and it was staged at the Broadhurst Theater. And interestingly, when you dive into the show notes, instead of, I'm not throwing away my shot, they sang, I did not throw away my receipt. Lin-Manuel Miranda, this fintech startup just remixed Hamilton. Misty's, the whole plot of this play is a play on the word Bill.

12:05It features Bilbo Baggins, Billy Zane, Billy Wonka, Although I've never heard anyone call Willy Wonka Bill. But Jack, how was the actual play? Second coming of Les Mis? We talk in Book of Mormon here. Is this like... No, it was bad. Oh, yeah. It was really bad, according to a review that we read. But the intended audience wasn't theatergoers, critics, or the New York Times art section. No, no, no, no, no. It was tech browers. That's who the target audience was. Because one of those tech bros who watched this play manages Google's expense management budget. But if Ramp can convert one nosebleed seat up in the mezzanine to$250 ,000 of ARR, then the musical was worth it.

12:46So Ramp feels like the Pablo Picasso of publicity. It does, it does. Maybe the Miles Davis of marketing right now, Jack. But Ramp's corporate flirtation with the creative arts is not a one-off. This is a trend. No, it isn't. Because Jack and I noticed that last month, Elf Beauty released Mirror Mix. And what's Mirror Mix, Jack? An original album featuring music from seven rising artists. And it follows Elf's 2024 original album, Get Ready With Music, the album. You see, unlike with Ramp, Elf's music is not one explicit commercial. Right, Jack? It's more subtle. Because music evokes emotion, according to the chief marketing officer, Elf.

13:23We want to be top of mind with our community. Okay, so that's a little more subtle. But then you've got Wendy's, which has an emo album that's more on the nose. Songs to listen to in Wendy's parking lot. That's the name of the track. You're not alone, you're with Frosty, with free refills if you're actively crying. And of course, there's the gap. Right. We told you last week they're bankrolling just your type. A new boy band that's trying to be the second coming of NSYNC. Add it all up, besties. You've got Ramp, the musical. Elf Beauty, the party mix. Wendy's, the emo album. What are all these brands spending on arts for?

13:55They're looking for cultural relevance. I'm gonna need more jazz hands for this takeaway, Jack. I'm not giving them to you, Nick. Where's the understudy? Bring them out! So Jack, what's the takeaway for our buddies over at Ramp? Every company is a media company. That's actually wrong. Every company is an entertainment company. Yetis, here's the formula you got to know. EC equals MC. As in, entertainment company equals media company. The term was coined in 2005 by journalist Tom Foremsky when he worked at the Financial Times. The idea back then, as the internet was hurting the business model of journalism, companies couldn't rely on reporters anymore to help tell their corporate stories.

14:33So 20 years ago, companies began publishing their own blogs, their own YouTube videos, even books in their own magazines. But corporate blog posts, magazines, and even well-done corporate YouTube videos, those struggle to get attention these days. So now companies are reaching up the entertainment ladder. Because if you like just your type's boy band songs, and those boys happen to be wearing Gap jeans, then the Gap has won. Besties, you don't need explicit marketing of the brand to win the consumer battle. You just need a positive association in the customer's memory while that customer was being entertained.

15:05And that, honey, is entertainment. Jack and I'll take a quick intermission and we'll see you after the break. Okay, great. Now, a quick word from our sponsor. Him's hair. Yetis, you're looking at a photo of yourself from five years ago and you quote George Costanza. I think it moved. You're not talking about that, though. You're talking about your hairline. Because millions of guys deal with hair loss, including most of the males in Jack's family. No offense taken, but HIMSS makes doing something about it simple. Prescription treatment to regrow thicker, fuller hair all online with no waiting rooms.

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16:12Prescription required. Prices vary based on product and subscription plan. See website for full details, restrictions, and important safety information. You know what's a fun habit? Getting to hang with you guys every day on this show. It's what we do. Another fun habit, listening to audiobooks about habits. Like Atomic Habits, the legendary piece about building habits that better your life, right? And the Atomic Habits audiobook is on Audible. We're excited to collab with Audible because it's how we find our road trip companion. The written word, spoken. So besties, you can create a habit of enjoying audiobooks while you multitask.

16:42Which I believe is chapter three of Atomic Habits. That's right, Jack. Wash pots and pans, awkwardly fold those fitted bed sheets, floss your teeth while you're winding down listening on Audible. If your hands are full while listening to Audible, then you're doing it right. So summer's not over. Replace doom scrolling by listening to an audiobook that a human put all their thought and effort into. Audible. It's stories that speak to you. And new members can start listening with a 30-day free trial at audible.com slash tboy. That's a 30-day free trial at audible.com slash tboy. Take it from a couple guys with a lot of habits who have become your habit.

17:14For our third and final story. Detroit missed the two biggest booms of 2026. 2026, minivans and hybrids. The result, a record low 36 % of cars sold in America are coming from the Detroit big three. Now Yetis, full disclosure, we've both been driving electric vehicles for the last five years now. I had a Volkswagen and now a Rivian. Nick's had a Tesla and then a Tesla. But every time we pitch our parents or parents-in-law and going electric, what do we hear, Jack? I mean, they kind of take it personally. They do. They think that me buying an electric vehicle is like somehow insulting to them. They're also paranoid about running out of juice in the middle of a cross-country drive that they're never going to take.

17:53So instead, EV curious boomers bought hybrids. And we see it in the numbers. Electric vehicle sales, they peaked last year, along with the end of the subsidy that the government used to give. Right now, Tesla's EV sales are flat, but sales of plug-in hybrids are ripping as Americans try to avoid$4.50 gas. I mean, hit me with the numbers, Jack. Hybrid sales in the US last quarter hit the accelerator. What kind of things we seen? Kia's hybrid sales rose 152%. Hyundai's rose 39 % last quarter. Toyota up 29 % and Honda up 21%. Hybrid. It's the classic Goldilocks type of product, right, Jack? Not too gassy, not too electric in the meaty part of the middle of the curve.

18:33Just right. Hybrids, the mullet of cars, the Jon Snow of motors. So hybrids are booming. How many hybrids does General Motors make, Nick? Oh, they should be. This is their moment. How many do they make? Very exciting. they're gonna hit the jackpot. One, the Corvette. The one car you wouldn't want to be a hybrid. That's right. GM sent a$100 ,000 Corvette to a Prius fight. The not-quite-electric Corvette is not winning. And at Ford, they make just two cars available in hybrid. And Chrysler makes zero cars available as hybrids. But on the other end of the spectrum, Toyota, they make 18 hybrid cars right now.

19:06Toyota has six times more hybrids than all of Detroit combined. Add it up, besties, in Detroit completely missed the hybrid boom in America. Okay, that's okay, though. I'm a Ford shareholder. I know that Detroit does pickup trucks and SUVs better than anybody, and pickup trucks and SUVs are the real profit puppies. Jack, you're going to want to pull over and hold my cup holder on this one. It's actually minivans that are the number two buzziest vehicle in America right now behind hybrids. Sliding doors, closing, kids. Fingers and toes. Fingers and toes. For the first time in almost a decade, minivan sales are beating sales of large SUVs in America.

19:40You see, besties minivans. They got way better fuel efficiency, just as much utility, and they're selling for 40 % lower price than your big rigs out there. If only people could get over the lack of S, as in sporty. Minivans aren't sporty whatsoever. Well, apparently we can because us millennials are simply turning into our parents. Chrysler actually invented the minivan in 1984 with their legendary leader, Lee Iacocca. Ford and General Motors, they followed quickly with their own minivan launches. But only Chrysler still makes the minivan among the Detroit big three, and the number one seller are in the category, actually, the Chrysler Pacifica.

20:12On the other hand, Ford and General Motors, they ended their minivan eras back in 2007 and 2009. And soccer moms have been taking it personally ever since. On the other end of the spectrum, though, yet again, the same Asian car companies winning with hybrids are also winning with minivans. The Toyota Sienna, the Honda Odyssey, the Kia Carnival. They're laughing to the bank with their 14 cup holders. Yeah, which can hold 15 Stanley. So the Detroit Big Three are missing with hybrids and they're missing with minivans and they're losing to Japan and to Korea. Yes, they are added all up and Detroit's market share in the United States fell to 36 % of the third quarter, an all time low.

20:4936 % right now is down from 45 % 10 years ago, 54 % 20 years ago, and 84 % 50 years ago. While the Asian car companies, Toyota, Honda, Kia, and Hyundai, they hit 50 % market share for the first time in the United States. We repeat, the majority of new car sales in America are from Japanese and Korean car companies. Now, besties, we should point out half of the Asian cars sold in America, they are also made in America. So we're not missing out on all of that production we just told you about, but we are missing out on the profits and some of the prestige. And someone just called the captain seat.

21:21So Jack, what's the takeaway for our buddies over in the millennial minivans and the boomer hybrids? Fortune favors the bold, but profits prefer the prudent. Yetis, five years ago, Ford and GM, they were feeling the electric feel like MGMT on that quad over at Wesleyan. We cheered those companies on when they announced huge electric investments. But the political tides and consumer preferences for the status quo were against them. But sitting an ocean away over in Korea and Japan, the Asian companies did not dive into EVs like the Detroit Big 3 did. They transitioned more gradually with hybrid cars, a technology that requires less of a leap for consumers.

21:59Now, GM said yesterday, in response to all this data, that more hybrids were coming. Yeah, Jack, but car development cycles take like five years. So these guys are late to the boom, which is the same as being wrong. Detroit, sadly, was too early on electric cars, and now it's too late on hybrids. Oh, minivans? Detroit invented the category, but then they let the foreign companies win it. Fortune favors the bold, but profits prefer the prudent. Jack, could you whip up the takeaways for us for T-Boy Tuesday? The Home Depot's 12-foot skeleton is a reliable bestseller and reflects surging growth in Halloween Inc.

22:34On a risk-adjusted basis, Halloween is now more profitable than Christmas. For our second story, Ramp produced a Broadway musical. Ta-da! While Elf Beauty, Wendy's, and The Gap are also supporting the arts. Because media doesn't get attention anymore. Entertainment does. And our third and final story, because they're missing out on hybrids and minivans, Detroit sells just 36 % of America's cars, a record low. Ford and GM, they were bold with EVs, but Toyota and Kia, they were prudent with hybrids. But besties, this pod's not over yet. Here's what else you need to know today. First, low rise is back, baby.

23:08Levi's says everything from the 90s is just selling out right now. Levi's announced 7.5 % sales growth this year, which would be the best since 2019. It's nice when we read a headline that validates a takeaway that we did last week, right, Jack? Yeah, the Gap's obsessed with 1994. Levi's loves the 90s. And you, consumer, love baggy jeans and Britney Spears-style low rise. And second, the Pope was asked by Anthropic to acknowledge that AI could be conscious. True story. Anthropic, the AI company, invited religious leaders from the Vatican to demo Claude, their chatbot. But the Pope, in that encyclical he put out earlier this year, said that machines can't gain a conscious.

23:48Well, over at Anthropic, that's blasphemy. So they're trying to get the Pope's advisors to lobby the Pope to acknowledge that AI is, I don't know. I swear there's a Robin Williams movie from the 90s on this topic. And finally, Tom Cruise should have called the stunt double because his latest movie, it's kind of his biggest fault. It's called Digger and it bombed this past weekend. It's about Tom Cruise as an oil tycoon. The movie cost$200 million to make, but it brought in just$8 million over the box office weekend. It's also the last big movie to be released by Warner Brothers before they get acquired by Paramount later this week.

24:22Should have done Top Gun 4 or Mission Impossible 10 or Risky Business 3. Now time for the best fact yet. This one whipped up by Jack and me as we were prepping yesterday's story on Nike, our poem on Nike. On Running is the trendiest sneaker company in America right now. It's a$10 billion publicly traded Swiss running shoe. You've seen it before. They've got the white shoes, their main shoe. It's got all those holes in it, like a whole bunch of holes in it. Well, did you know that the first prototype they made of this On Sneaker, those holes were from a garden hose? Yeah, they chopped up a garden hose to make a sole with the holes.

24:55That was the original shoe. The garden hose was kind of like the shocks at the bottom of the shoe. Oh, and that first on running shoe, it was also inspired by a vacuum, a Dyson vacuum cleaner. Because if you can get consumers to pay for a premium vacuum, you can get them to pay for a premium running shoe. As the founder put it, they collected a bunch of images of really sleek engineered products that command a really premium price. The vacuum cleaner that performs like a jet engine and sells for five times the price? Let's do that, but for runners, said Roger Federer. Yeah, it is. You look fantastic over there.

25:27Jack, you look like you're glowing, especially as you go to put up those three giant skeletons you promised your children. I did not. Wilder, if you're listening right now, I think your dad said four skeletons for the family, right, Jack? Or was it five? Yeah, keep running. Are you stacking them up on top? It's a family of six skeletons. That's beautiful. Nick, just because you don't even have a front lawn because you've only lived in cities, you're being very anti-rural right now. The pot son's getting seven skeletons. Yetis, if you haven't yet, tap to follow us. You get T-Boy every day. And remember to write a review and a rating.

25:57We love reading them, and it helps grow the show. Nick and I will see you tomorrow. Can't wait.

26:06And before we go, a happy birthday to legendary Yeti Jamie Chang over in Queens just landed her biggest wholesale order ever and will soon retire to run a cafe for cats. Happy birthday to Kilo from San Diego, who's been listening since his Air Force days. And Dina Goodman is in Edina, Minnesota, who is celebrating the best birthday yet. Happy birthday to Lisa and John Dory, starting their 27th year in another pumpkin patch. And Bella Piccone celebrating a big birthday over in Truckee, California. Happy birthday to Lucia Marley Miranda, a one-year-old in Charleston, South Carolina. And Raina Yoros in Panama City, Panama's got an IBO, their first baby boy, and they've been listening to T-Boy in the delivery room.

26:46And to anyone else celebrating something today, make it a T-Boy. Celebrate the wins.

26:53This is Jack. I own stock of Ford and Lyft. And Nick owns stock of Nike. This intelligence podcast is sponsored by Business Travel on Hotels.com. Does booking business travel feel like another job? Hotels.com makes booking work trips easy and rewarding. It's easy because you can set your preferences once and get results tailored to your business travel needs every time. It's rewarding because with Hotels.com's free rewards program, you can save instantly on your next work trip and earn rewards for future travel. Book faster with confidence at Hotels.com. Loyalty members 18 plus.