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You People Are Kidding With This Heelys Thing, Right?

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Or is there some secret we don't know about? Because we did some checking and it's true--all they make are those shoes with wheels in them. One product that no-one over eight years old will ever want to wear. These are not cool. They are not the new rollerblades. Can anyone explain what's going on?

Shares of Heelys Inc., the maker of wheeled sneakers, surged 55 percent in their first day of trading after an initial stock sale raised more money than the company planned.
Shares of Heelys jumped $11.60 to $32.60 as of 4 p.m. in Nasdaq Stock Market composite trading. Earlier, the stock hit $38.75. This increase gives Heelys a market value of $881 million.

Heelys Shares Surge in Shoe Maker's First Trading Day [Bloomberg]