The bobblehead doll is one of the more coveted fan giveaways at an NHL game. At the very least, it's more a more substantial reward for one's patronage than, say, a magnetic schedule.
The San Jose Sharks have handed out dozens of these dolls, but in recent years have given them a peculiar emphasis: Turning them into a "content platform," according to said Doug Bentz, Vice President of Marketing and Digital for the San Jose Sharks. "We've tried to change what the bobblehead means," he said.
At first, that meant getting cheeky with them: Like a Marc-Edouard Vlasic bobblehead featuring the Sharks defenseman with a bunch of dogs as part of their AHL affiliate's "Pucks and Paws" night.