LEADER: Crowd control

This week, we preach the power of crowdfunding.
Publish date:
Social count:

Elan Lee and Shane Small, two ex-Xbox execs, and Matthew Inman created a card game called Exploding Kittens.

The game sees players take turns drawing cards until someone draws an exploding kitten and loses the game.

The team's first port of call was Kickstarter, claiming 'it's the fastest way for us to get the game into your hands'. They hoped the campaign would make it to the $10,000 mark, a figure that would allow for the first production run.

Within 24 hours, the Exploding Kittens campaign had passed the $10,000 mark.

Fast forward a month later, and the campaign is now over, having raised a whopping $8,782,571. It's the third biggest campaign to ever hit Kickstarter.

And it wasn't just eight card game loving millionaires that got involved. As a result of the campaign, Exploding Kittens is heading to 219,382 backers from all over the world who were all passionate about the concept.

It's a recent example but one that proves the power of crowdfunding more than any other in the toy space. The medium has been utilised in the worlds of tech, music and film (Spike Lee turned to Kickstarter to fund his most recent movie) and toy inventors are now in on the act.

While the support of a high profile game publisher provides a prospective audience, marketing clout and a slice of the profits, crowdfunding platforms are giving inventors the opportunity to release toys on their own terms.

If funded, this means creative control, a guaranteed (and sometimes vast) audience waiting for the product and a rare active relationship with consumers.

For toy inventors looking to get their concept out there, the likes of Kickstarter, IndieGoGo and new toy-focused crowdfunding platform ToyBacker, are well worth considering.

But, without wishing to pour cold water over the previous 289 words, you've got to put the effort in, as a bad campaign page or video can often do more damage than good. (I'm looking at you Sweety Onion).


Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.


UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.