Now, he's selling "Bear Scratch," a post that attaches to an interior or exterior wall that allows humans to scratch an itchy back the same way bears do in the wild.
"If you itch like a 'son of a twitch' there's just one thing to do the job," Heene boasts in a video promotion, in which he describes himself as "an inventor."
This new venture comes just one year after the infamous hoax in which he and his wife claimed that their 6-year-old son was trapped aboard a large silver weather balloon lost over the skies of Colorado.
The media and general public were transfixed as the strange aircraft drifted 50 miles and emergency personal scrambled to save the child, who was actually hiding in the Heenes' home.
The rescue operation involved military helicopters, briefly causing Denver International Airport to be shut down. In all, various agencies spent at least $62,000 in the rescue mission.
On a CNN interview, Heene asked the boy, who had supposedly been hiding in a cardboard box, "Why didn't you come out?"
The rehearsed banter didn't work out, and the boy admitted on national TV: "You told me we were doing this for a show."
Heene and his wife eventually pleaded guilty to various charges. He was sentenced to 90 days in jail and 60 days of work release.
Heene had long been known as a self-promoting would-be reality TV star who had appeared on ABC's "Wife Swap" and had pitched other shows involving storm chasing and unexplained phenomena.
Last month, the family moved to a neighborhood near Bradenton, Fla., where Richard Heene registered as a convicted felon, as required by state law, and listed his occupation as a general contractor, the St. Petersburg Times reported.
But Heene still sees himself as a public personality. He's involved in a paranormal research group called "The Science Detectives" and recently video blogged about life on Mars.
The Bear Scratch sells for $19.99 -- and while it might just be Heene's latest ply to keep himself in the public eye, at least this time he's not exploiting one of his children.
The Balloon Boy Drama
On Oct. 15, 2009, the nation was transfixed as rescuers chased a hot air balloon in Colorado, thinking 6-year-old Falco Heene was inside. The incident turned out to be a hoax by his parents. The balloon sailed for 50 miles before it landed in a field near Fort Collins. Watch Video
Rescue crews surrounded the balloon after it landed. Agencies spent at least $62,000 chasing it and searching for Falcon. The operation involved military helicopters and briefly shut down Denver International Airport. Several witnesses reported seeing something fall from the balloon while it was in the air, leading officials to worry that Falcon had fallen out.
After the balloon landed, the Heenes initally said they discovered Falcon hiding in their home, explaining that he had taken refuge after being scolded for not staying away from the balloon. But during an interview with CNN later that day, Falcon said he heard his family calling for him after the balloon floated away. "Why didn't you come out?" his father, Richard Heene, asked. Falcon answered, "You had said that we did this for a show." The next day, Falcon vomited in two TV interviews when asked about why he hid, fueling speculation about fakery.
Richard Heene holds Falcon during a press conference on the day the balloon lifted off. On Oct. 18, 2009, police announced that the balloon story was a hoax. Sheriff Jim Alderden said the Heenes "put on a very good show for us, and we bought it."
Richard Heene, right, was sentenced to 90 days in jail, including 60 days of work release, for the stunt. The child's mother, Mayumi, left, pleaded guilty to a misdemeanor. The couple, who have two other sons, were storm chasers who appeared twice in the ABC reality show "Wife Swap" before the hoax made them infamous.
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