Instant Life was not an instant hit. Finding distribution with a smaller company called Honey Toy Industries (later renamed Transcience Corporation), von Braunhut advertised in comic books, because so far it had been an ad medium under-utlized by other toy manufacturers. But sales, while steady, were not what he knew they could be. The little critters swimming around in their watery environment, their long tails flowing behind them, seemed to resemble tiny monkeys; in 1962 von Braunhut renamed his creation Sea Monkeys and sales took off.
Sea Monkeys were advertised in comic books for decades; at one time it was estimated that the world-famous brine shrimp were appearing in over 300 million individual pages of advertising a year. Von Braunhut was even granted a patent on his little lifeform. The popular ads portrayed a nuclear sea monkey family - Dad, Mom, Son, and Daughter - leading happy, peaceful lives and waving to readers with their gilled little hands. For all the enticement these ads created - and they were enticing - many purchasers were disappointed with what they received in the mail. The Sea Monkeys are, after all, just tiny little weird shrimp; they don't have arms or hands, they don't build civilizations, they don't proffer gifts to their human benefactors. Ultimately, they just swim around, eat their formula, lay some eggs, and die. Like the Mexican jumping bean or the mood ring, the anticipation of the item - or one's status with friends for owning it - seems to be the primary benefit that can be expected.