The name is a pun on the Redheads brand of matches.
The matches were made in Villawood, New South Wales, Australia by Steric Trading Pty Ltd, from local and imported materials. While the matchsticks and matchheads were made overseas, local packaging allowed the product to be labelled "Australian made". These matchboxes were first sold in boxes of 25, "DICKHEADS 25", then 22,"DICKHEADS 22" and finally 20 "DICKHEADS 20".
The back of the box reads:
|“||We would have to be complete dickheads to let most of our famous Australian brands be taken over by foreign companies. Brands such as Vegemite, Aeroplane Jelly, Arnott's, Speedo and Redhead Matches are in overseas hands. This means the profit and wealth created goes overseas and robs our children and grandchildren of a future. A protest from Dick Smith Foods. As Australian as you can get.||”|
- Barkham, Patrick (26 February 2001). "Aussie icons under siege". guardian.co.uk. Retrieved 1 April 2009.
- Aiken, Kirsten (11 October 2000). "Dickheads raises questions about "Australian made" labelling". PM (abc.net.au). Retrieved 15 May 2009.
- "Dick Smith DICKHEADS 5's". Dick Smith Foods. Retrieved 27 April 2013.