# Hammer-Proof Goo New Impact-Absorbing Substance Protects Phones and Fingers Shown at CES 2013 By Andrew Sztein | Published 2013-01-14 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/impact-absorbing-substance References: [popsci](http://www.popsci.com/gadgets/article/2013-01/ces-2013-wrap-goop-around-your-fingers-then-smash-them-hammer) & [tech21.uk](http://www.tech21.uk.com/) Anybody who has the courage to smash their fingers with a hammer to show off the protective qualities of their impact-absorbing substance must have some real confidence in their product. That's exactly the demonstration that UK-based Tech 21 were giving at their booth at CES 2013. This fascinating impact absorbing substance, that Tech 21 calls D30, is soft and malleable in its regular form, but dissipates force when encountering impact. The substance is being marketed as affordable protection for cell phones and other fragile gadgets. Still, watching the folks at Tech 21 wrap fingers (both their own and attendees) with the bright orange goo and start smashing fingers with a mallet is a hilariously effective demonstration. Spoiler alert, no one's hands get horribly maimed in the video. If it can protect your digits this way, it can protect your iPhone just fine too! ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 55% | Activity: 83% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Gadgets](https://www.trendhunter.com/gadgets) ## Key Themes ### What Makes This Trend Stand Out - **Impact-absorbing Substances:** Opportunity for developing new materials that can dissipate force upon impact. - **Affordable Gadget Protection:** Opportunity to create affordable protective solutions for fragile gadgets like cell phones. - **Hilarious Demonstrations:** Opportunity for companies to create engaging and entertaining product demonstrations to attract attention. ### Sectors Adopting This - **Mobile Phone Accessories:** Disruptive innovation opportunity to develop impact-absorbing cases and screen protectors for mobile phones. - **Consumer Electronics:** Opportunity for developing impact-absorbing materials for other fragile gadgets like laptops, tablets, and gaming consoles. - **Marketing and Advertising:** Opportunity to create unique and attention-grabbing marketing campaigns through entertaining product demonstrations. ## Related on Trend Hunter - [Mobile Device Durability Ads](https://www.trendhunter.com/trends/apple-trust-issues.md) - [Super Protective Phone Cases](https://www.trendhunter.com/trends/bounce-case.md) - [All-Angle Protection Phone Cases](https://www.trendhunter.com/trends/rhinoshield-airx.md) - [Jewelry-Like Smartphone Protectors](https://www.trendhunter.com/trends/rmour-candy-corner-protectors.md) - [Next-Gen Technology Glasses](https://www.trendhunter.com/trends/corning-gorilla-glass-victus-2.md) - [Durable Case Built-In Smartphones](https://www.trendhunter.com/trends/glass-victus-2.md) - [Anti-Fingerprint Shatterproof Screen Protectors](https://www.trendhunter.com/trends/glassgo-x.md) - [Impact Protection Smartphone Cases](https://www.trendhunter.com/trends/casetify-bounce-case.md) - [Kevlar-Made Smartphone Accessories](https://www.trendhunter.com/trends/benks-armorgrid-series.md)