Morrell high roller targets series#

We won half the battle just by getting them to take a look! The release and success of the Wildfire Targets and Yellow Jackets caused a huge stir in the industry, and caused other companies to chase after what we did with the colored fabrics and graphic designs that we had created. So, if you were a customer walking in to buy a target, the majority of the customers would at least walk over and look at our targets because they were so different. With the release of all this colored fabric and designs, it caused Morrell Targets to stand out in the stores. This decision paid off! It was one of those home run, knock it out of the park decisions! So, we felt sure that even those these guys were fishermen, we would be able to reach them in a way where no one else had thought of. However, just about everyone we knew that fished also hunted. This commercial, along with the eye-popping graphics, was a huge success! A lot of people in the industry thought we were crazy for crossing over into the fishing industry. We crossed over into the fishing industry and pulled out Hank Parker and Jimmy Houston to launch the first Yellow Jacket commercial. With the same concept from the Wildfire Targets, we launched the yellow fabric on the Yellow Jacket targets.

Morrell high roller targets series#

He said, “We are taking our line of targets in this direction!”Ī few years later, we came out with the Yellow Jacket series of targets. I stepped back and when he saw it, his jaw about hit the ground. At this point the target was shielded from him. When Dale Morrell, the owner, walked in, he saw me working on this bag and asked what I was working on. When we got back, I had the guys make me a solid white target and with colored Sharpies in hand, I began to draw the flames and the Morrell Wildfire logo. I could see in my mind the flames at the bottom of the bag, and the new Morrell logo with flames called Wildfire Targets by Morrell. This gave me the idea to come out with a target that had flames on it. One year at the ATA Show, I noticed flames on everything from bows, caps, shirts - it was literally hot (no pun intended).

Can you give us an “Oh, my!” story that turned into a great learning lesson or success for the company?īT: Colored targets! Many years ago, all target companies, including ours, produced a white target with different colored bull’s-eyes. With that being said, that’s another reason why we take so much pride on having the name Morrell on millions and millions of targets sold since 1986.ĪB: Not everything always goes as planned. Not many people know that there are eight family members employed here at Morrell. Year after year, Morrell’s bag targets have improved around the foundation of the floating center design.ĪB: What is something people don’t know about the company?īT: As we’ve said Morrell Targets is a family owned and operated business. This patented design launched Morrell Manufacturing in the archery industry. His patent on the floating burlap center is a standard among most bag targets today. Although this idea didn’t succeed, his archery target design did. He started building gadgets for archery, like his signature bow rest. He would sit in his treestand when he could, but only to think of archery. Dale started his career in brick-laying in the 1980s and was an avid bowhunter. Can you tell us more about that?īT: Morrell Manufacturing was established in 1986, and targets have come a long way from being originally distributed in Dale Morrell’s garage. Morrell Targets is a well-known name and product, with a great American success story about how Dale Morrell started the company. In the latest Archery Business Spotlight, he gives us some insight on the company and how it has navigated the ever-changing archery industry.ĪB: Butch, thanks for taking the time to visit with us this month. Sales Manager Butch Thomas has been with Morrell Targets for almost three decades. They’re a no-nonsense, easy-to-use target that can be used at home or tossed in the truck for a road trip and used for years. For decades these targets have been staples at stores and competitions, and in back yards and hunting camps, for shooters of all ages and abilities. Archery retailers and shooters know about Morrell Targets, the bright and durable bag targets that have taken millions of arrows over the years.