As a member of the generation that grew up during the prohibition era, it was quite surreal to witness the giant electronic billboard in Times Square, the iconic focal point of New Year’s Eve celebrations, displaying a “countdown to 420” sponsored by a leading brand of rolling papers. But that’s exactly what the crowd of revelers saw on the afternoon of Sunday, April 20. As the clock ticked closer to 4:20 PM, the designated time for the countdown, the hundreds of gathered people erupted into cheers, some even holding up giant inflatable joints with the brand’s logo. These props were filled with air, not weed, but there were plenty of actual joints being passed around among the crowd. And the best part? It was all perfectly legal in New York thanks to the public-use provision of the 2021 Marihuana Regulation & Taxation Act (MRTA).
Hip hop legend Fab 5 Freddy, who was in attendance, shared his excitement about the event, saying, “Joining Cannabis Now in one of the world’s most recognized destinations – New York City’s Times Square – to celebrate cannabis culture on 4/20 with a wild countdown to 4:20 PM on a giant billboard while puffing and sharing our B Noble and Jungle Gurl pre-rolls with the crowd was a very special, only-in-New-York treat!”
The event, hosted by Cannabis Now and presented by Zig-Zag papers, was a bold cultural statement. Zig-Zag, one of the most iconic brands in the world of rolling papers, also held a retrospective exhibit on the brand’s history. Titled “Zig-Zag Through the Years,” the exhibit was held on the second floor of the luxurious Charlie Fox retail store on Seventh Ave. at 48th Street, just a few blocks away from Times Square – which proudly boasts itself as “New York’s Chicest Cannabis Dispensary.”
The exhibit featured a wide array of Zig-Zag-themed artifacts from different generations, including ashtrays, lighters, belt buckles, and other trinkets. Maggie Streng, director of brands for Zig-Zag’s California-based distributor Turning Point Brands, explained that some of the items were officially licensed, while others were fan art. “If it has a cannabis leaf on it, it’s most likely fan art,” she said. Some of the artifacts even predate Zig-Zag’s association with cannabis, such as a decorative cloth from World War II with a 48-star US flag and the slogan “You are safe when you buy Zig-Zag.”
Streng also mentioned that this 4/20 event was a significant moment for Zig-Zag, as it was the first time the brand had officially embraced cannabis. This is reflected in their new packaging, which now reads “for herbal use.” James Mallios, founding partner of Charlie Fox, also expressed his satisfaction with the event, saying, “Zig-Zag and Cannabis Now were fantastic 4/20 partners. The Zig Zag installation was a huge hit with our guests and a natural fit for Charlie Fox. We look forward to working with them again.”
Overall, the 4/20 celebration in Times Square was a huge success, with Zig-Zag making a bold statement and solidifying its place in the world of cannabis culture. And for those of us who grew up during the prohibition era, it was a surreal and exciting moment to witness.
