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He opened a small storefront on Main Street with his 16-year-old stepson, Gene Rose. The shop was barely big enough to turn around in, but what happened inside it was anything but small.\u003C/p>\n\u003Cp>Gene had a gift. Too shy to pursue a magic career on his own, he discovered he loved baffling customers with sleight of hand: card tricks, coin tricks, the kind of thing that made kids forget they were supposed to be somewhere else. Generations of Salt Lakers spent their Saturdays the same way: matinee at the Utah Theater, then straight to Loftus Novelty to blow their allowance on fake vomit, whoopee cushions, and trick gum. Gene dazzled them every time.\u003C/p>\n\u003Cp>But Gene was also a builder. He started manufacturing his own products, and one of them changed everything. Loftus Novelty produced the first latex rubber chicken ever made. It spread nationally. Gene bought the rights to the original mold and never looked back.\u003C/p>\n\u003Cp>The rubber chicken became more than a product — it became a family legacy. Gene’s son Jim Rose grew up surrounded by rubber chickens and helped carry the tradition forward. Jim brought one to a Bette Midler concert, stuffed with wildflowers — Midler clutched it to her chest and sang “The Rose.” He flew to Los Angeles to stump a celebrity panel on a revival of “What’s My Line?” as the world’s largest rubber chicken supplier — one panelist guessed “a Mormon flying cricket!” And when the BBC came to Salt Lake City, they featured the Loftus rubber chicken right alongside the city’s famous skyline, cementing Salt Lake’s claim as the rubber chicken capital of the world.\u003C/p>\n\u003Cp>Read the full story in Jim’s own words: \u003Ca href=\"/pages/rubber-chicken-legacy\">The Rubber Chicken Legacy\u003C/a>.\u003C/p>\n\u003Cp>By the 1960s, Gene recognized the future was wholesale. He sold the Main Street shop, moved operations to a warehouse, and expanded the inventory to include items from around the world: novelties, magic, costumes, party supplies, and balloons. In 1995, reflecting just how far that tiny Main Street shop had traveled, Loftus Novelty became Loftus International.\u003C/p>",{"_key":305,"text":306,"_type":298,"level":299},"2058","Who We Are Today",{"_key":308,"_type":302,"content":309},"2059","\u003Cp>Loftus International is now owned by three brothers who have spent their entire careers in the party industry. They made serious investments to build it into something worth being proud of: deeper balloon inventory, better technology, and a warehouse that runs with the kind of efficiency most distributors can’t match, including robotic fulfillment systems that help us get orders out faster and more accurately than ever.\u003C/p>\n\u003Cp>Our team is a mix of longtime Loftus veterans and newer faces, all working out of Salt Lake City and shipping to customers across the country and around the world. We carry more than 10,000 products across balloons, party supplies, novelties, magic, costumes, and more.\u003C/p>\n\u003Cp>What hasn’t changed is the thing that matters most. When you contact Loftus, you get answers fast. Our team brings real expertise to every interaction, including more than 30 years of hands-on balloon industry knowledge. We’re a wholesale distributor, but we don’t operate like a faceless warehouse. We know our customers, we know our product, and we’re here to help your business grow.\u003C/p>\n\u003Cp>From a hole-in-the-wall magic shop to one of the premier balloon and party distributors in the country, the name above the door has always meant the same thing: we’re here to help people celebrate.\u003C/p>","about-us",null,[],"Learn about Loftus International — from a tiny magic shop on Main Street in 1939 to one of the premier balloon and party distributors in the country."]