The Jameses divorced. Richard became a missionary in Bolivia. Betty James moved the company to Hollidaysburg, Pennsylvania in 1964. She was president of the company from 1960 to 1998. She kept the price of Slinky low so all children could afford one. The original Slinky was $1. In 2008 Slinky cost about $4. She explained the toy's appeal by saying, "It's the simplicity of it."