New Kids On The Block were the top boy band of the late '80s and early '90s, with heaps of merchandising, including dolls. All that licensing revenue made them immensely popular - in 1991 Forbes listed them as the highest-paid American entertainers, with earnings of $115 million. This business model was replicated by the next wave of boy bands, particularly Backstreet Boys and 'N Sync.
The creator of New Kids On The Block, Maurice Starr, also assembled the group New Edition. His collaboration with New Edition ended badly, so he set out to create a white boy band following same formula: five kids who could sing and dance, with one that could rap (Donnie Wahlberg). He used a talent agency in Boston to find them.
They had a 7-figure endorsement deal with Coke and were marketed with loads of merchandise (even pillow cases!), but one of their biggest money makers was a hotline. Fans could call 1-900-909-5KIDs and, for $2 the first minute and 45 cents each additional minute, hear messages from the group.
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