With 2025 in full swing, design and invention figures discuss the exciting opportunities and tricky troubles ahead…

Adam Carson,
Director of Product Innovation, Fat Brain Toys

This year, Fat Brain has a great opportunity to reach new customers through a range of exciting product launches in fresh categories. We hope these new items will help us connect with a broader audience and tap into customers’ ever-evolving interests.

It’s been a fun process to explore different perspectives and showcase the range of our creative abilities. This also opens up opportunities for inventors. By looking further into other categories of play, we can work with inventors to explore many more toy and game concepts.

One of the industry’s biggest challenges will likely be balancing kids’ growing interest in digital entertainment with hands-on play. As screen time rises, the effort to get kids to engage in physical product only increases. To keep up, toy companies will need to get creative to make physical toys just as engaging as digital experiences.

Richard North,
President, Wow! Stuff

The biggest challenge will be tariffs imposed on companies selling Chinese or far east products to the US. The biggest opportunity? Offshoring elsewhere to avoid the possible tariffs and doing it ahead of your competition.

Adam Hocherman,
Co-Founder, Wayfarer Games

2025 must become the year of the ‘big swing’. It’s perhaps unsurprising that I write this tired analogy in the midst of the 2024 World Series in the United States. Major League Baseball, like the toy industry, has faced headwinds in recent years – and for many of the same reasons…

Baseball is a deliberate game that rewards the patient. That does not describe the demeanour of today’s young fans, who are looking for quick adrenaline hits and instant gratification. Interest in faster sports has encroached on baseball’s popularity… So too has a propensity for ‘newness’ encroached on what used to be a more patient – read, ‘evergreen’ – toy industry. This makes an inventor’s life much more difficult. So difficult that inventors, brand managers and others are reluctantly taking roles in other industries altogether.

Meanwhile, mass retailers increasingly look to move games in and out, year-by-year, as a matter of corporate strategy. On top of this, some major players are quite publicly ‘doubling down’ on a digital strategy: effectively an admission of defeat at the sword of the screen. As a result, great toy inventors are struggling to find footing… For many, the economics simply aren’t adding up – and therein lies the greatest challenge. Which brings me back to the greatest opportunity…

Many major publishers have eschewed the risks associated with ‘big swings’ due to reasons that are not unjustified from where they stand. But time is running out and perhaps that big swing – while still risky – is suddenly looking like a better strategy given the alternatives. This opens up opportunities for toy inventions – some of which I’ve even had to pass on myself – that may not have been feasible two years ago but are, or simply must be, today. Let’s Freddie Freeman-it!

Fi Murray,
Innovation Director, Making Things Studio

The toy industry has faced a series of complex challenges over the past five years, creating ripple effects across every layer of the chain. But challenges fuel opportunities… For 2025, our studio is focusing on diversifying how we bring concepts to market, forging new partnerships, flexin’ within the traditional inventor model and doubling down on strong performing categories, like developmental play for little ones. We’re also working on 360-degree IP that spans toy, print and digital realms.

One major industry trend is the growth of the second-hand toy market, especially for items aimed at children over three – and all the way up to adult collectors. Families increasingly see second-hand purchases as a sustainable and a budget-friendly choice…

The reason that platforms like Vinted are thriving is because pre-owned toys still deliver the thrill of novelty for kids, while satisfying parents’ sustainability goals and saving pennies against reduced incomes. These platforms are a testament to changing consumer habits – and a compelling case for manufacturers to adapt. Nearly 60% of toys for my kid this past Christmas were pre-loved from Vinted and Facebook Marketplace.

Imagine, then, if manufacturers could capture revenue from every resale within a product’s lifecycle – not just the original sale. Some companies are already experimenting with this through take-back schemes and various partnerships. By offering trade-in or resale options on their own sites – or collaborating with established second-hand platforms – manufacturers could foster new revenue streams, attract new customer demographics, and reinforce eco-friendly values.

Fashion has similar high volume, low value products. Zara, for example, has pioneered a model where customers can resell purchased clothing back to them. Zara then resells these to new customers at a discounted rate. This approach could create similar opportunities in toys, where manufacturers benefit at every stage – and consumers enjoy an ever-expanding choice of sustainable options. Toys are more complex in regard to QA, so it wouldn’t be as simple… But hey! What’s one more challenge to troubleshoot?!

Lisa Guili,
Vice President & General Manager, Educational Insights

Social commerce has started to gain serious traction in the US, and we’re expecting its growth to continue to fuel our own businesses in 2025. The exciting part is that while much of today’s social commerce is influenced by entertainment platforms like TikTok, Instagram and YouTube, the POS impact is evident across all forms of shopping – including physical retail.

Even more encouraging is that viral content can be, and is being, shared by creators with all levels of followings. This means consumers have more power than ever to drive what becomes a top-selling toy or game. This accessibility is opening opportunities for small and medium-sized brands to broaden their reach quickly and efficiently.

The surge in entertaining content has also contributed to expanding the ever-present kidult trend. For instance, adult couples creating content of themselves playing all types of games has grown significantly in the past year. It has made it permissible – dare I say ‘cool’ – for adults of all ages to engage in quirky, hilarious play as a pastime. At Educational Insights, we refer to this phenomenon as ‘coupletainment’.

The outcome, besides driving consumer awareness through engaging content, is an emergence of ‘age neutrality’ in the toy and game space. Age neutrality allows all ages to embrace toys and games. It’s so prevalent that I even saw a recent post from a specialty toy store owner about a preschool-aged toy that’s been in high demand for kids of all ages – including teenagers.

Virality is fleeting. To fully leverage all the opportunities that social commerce is creating, businesses need to strategically plan how to nimbly navigate viral moments and build them into long-term growth occasions for their products and brands.

David Snow,
Owner, The Fantastic Factory

All I can say with 100% certainty is that there will be some challenges and there will be some opportunities… Good luck everyone! If you made it through 2024 you are winning, big congrats. 2025 is going to be one hell of a ride… War, tariffs, inflation, interest rates, declining birth-rates, empty retail stores, Web3, internet, social media, space travel, container prices. That said, I know we will still make games that could be the opportunity you’re looking for in 2025.

David Yakos,
Co-Founder, Streamline Design & Salient Technologies

One of the biggest opportunities has to do with one of the bigger challenges we face as toy and game developers – and parents… Digital displacement and screen fatigue. Digital innovation offers major opportunities, but it also poses a large challenge to traditional human interaction and the toy and game industry.

Screen-based entertainment keeps vying for kids’ attention with dopamine boosts every 10 seconds, making it tougher for physical toys to stay engaging. Screens have become a pacifier, stifling active and imaginative play. Parents, if not oblivious, feel guilty over the excess amount of screen time. This imbalance has put pressure on toy companies to strike a balance between digital integration and encouraging physical imaginative play.

To stay competitive for kids’ attention, companies must either incorporate digital and tech features in a way that enhances physical toys to make play more interactive and magical – or embrace a low-tech approach that delivers highly engaging, hands-on experiences through human interaction.

Ben Dermer,
SVP of Toy Innovation, Spin Master

A recent challenge is aligning the inventor community to work earlier in the year. Current US shipping dates mean we start looking at concepts – and making decisions – earlier than ever, while the inventing world is to some extent still stuck in an older timeline. In truth, we look at more product concepts in the summer and early fall than any other time…

That means we’re pretty well into development by the time the winter toy shows come along. We’re obviously excited to see great new ideas at any time – and will jump on a great opportunity. When it comes to putting the line together, though, it’s a challenge to synchronise development timelines. Summer’s now the high time.

It’s also worth noting that, because most ‘big’ companies rarely do totally new brand launches, it’s understandably challenging to get inventors to invest heavily in ‘new’ versus – say – brand-focused development. While many big toy companies tend to focus almost exclusively on existing brands, the world loves new stuff more than ever – and the industry needs it. We need the next Super Soaker, Furby, L.O.L. and Hatchimals… We need the next big thing. It’s a hard target, but if you hit it big with ‘new’, it’s the biggest opportunity there is.

Compounding this challenge is the fact that the bar keeps getting higher when it comes to delivering ‘wow’. Kids and parents have seen mechanisms, motors, lights and sound, colour change, glow-in-the-dark and a hundred ‘reveals’. The industry needs new materials, chemistries, technologies, stories. And ways to deliver magic… But new materials are often hard to work with, unproven or difficult to manufacture. These days, the truth is that there are fewer disruptive advancements in physics and material sciences than in past decades.

Felipe Noriega,
VP & Regional Director EMEA, YuMe Toys

The biggest opportunity remains the kidult space. The market has embraced it and conversations with buyers are much easier. There’s a lot less education to be done. The biggest challenge is the fact it’s such a saturated market. It’s very hard to cut through. There’s so much product, so many licenses, loads of content.. It’s tough to stand out.

Matt Fantastic,
Creative Director, Forever Stoked Creative

The biggest opportunity I’m seeing is in non-traditional media tie-ins and collaborations. Traditional IP use has been a core part of the industry basically forever, and that’s not going away… But with the continued rise of platforms like TikTok – and the massive reach of non-traditional content creators – we’re going to see more projects that look to connect with audiences through partnerships with these creators. The old ways will still be there – but expect to see more official collaborations with YouTubers you’ve never heard of!

With games specifically, I also see a real hunger for new ideas and different takes on what a game can be. The massive influx of new adult gamers that occurred during and post quarantine are reaching a point in their fandom where they’ve worked their way through the classics and are looking for something different. We’ll see a lot more niche and higher concept hobby games hitting mass-market success.

The flip side of that hunger for novelty is that consumers are also hitting a point in their fandom where they’re starting to have full shelves, with unplayed games stacking up. This makes it harder than ever to get them to buy whatever new thing you’re putting out. At this point, the canon of modern classics is massive and offers a lifetime of amazing game experiences already… Getting attention and traction is harder than ever and will only get worse.

Josh West,
Head of Product Design & Inventor Relations, Ravensburger North America

The biggest opportunities will be in products that deliver a fun, simple, accessible experience. Products that consumers see and instantly understand that they can bring home – without breaking the budget – open and get straight to having fun with family and friends.

It’s a wonderful thing to innovate, but innovation brings challenges… If you’ve created something new, it comes with a proportional amount of teaching… How does someone use this new concept, and why would someone want to? There’s always opportunity there, but I think that we’re going to see an increased desire from consumers for familiarity – a shift towards ‘comfort buying’. Companies and inventors that can bring products that a purchaser will recognise – meaning both to understand and to have some measure of previous experience with – and that are budget-friendly will be very successful in 2025.

I think the year ahead will bring some uncertainty. The biggest challenge will be to create these same familiar, fun products, keep them at a low price point – and make them stand out. Those three elements are each difficult by themselves, but success in the coming market will rely on all three. Producing abroad will have some new difficulties, and that will really test our ability to control price points. Our industry’s ability to be creative and come up with fun ideas and how to promote them will be tried as well.

The good news is that I really believe people are going to want to be together more – to periodically disconnect from distraction and connect with each other. Anything that we can do as playmakers to meet people where they are and facilitate those connections will be good for everyone.

Dougal Grimes,
Founder, EightyTwo

In the evolving games market, there has been a notable shift toward card-based games and lower price-point offerings, alongside a significant increase in direct-to-consumer and e-commerce purchases. This shift has lowered the barriers to entry, fostering an exciting landscape for creativity and diversity among new creators and game concepts. However, this environment has also intensified competition for companies and inventors alike.

With easier access to information on current trends, licenses and themes, many innovators are exploring similar territories, leading to a crowded market space. In this landscape, social media and influencer marketing have become the dominant channels for driving consumer engagement. For companies and inventors to stand out, they must focus on creating unique, ‘ownable’ elements within their games – or innovating creatively with brand licenses.

A distinctive visual or interactive hook remains a powerful tool across all consumer products, particularly in the attention-driven world of social media. To capture interest and generate buzz, inventors and companies must integrate inventive, cost-effective features into their games – even for simple card games – that make an impact and have the potential to transform a game into an iconic, must-have experience.

I would be remiss not to mention the transformative impact of AI on both the development and marketing processes, which may require a more extensive article! A wide array of applications now specialise in generating copy, images and video content. This provides creators – who may not have previously had access to these skills – the tools to bring their ideas to life.

This shift has effectively ‘raised the floor’, creating a more inclusive landscape where accessibility and diversity of thought are amplified in the innovation process. The democratisation of these creative tools is paving the way for fresh voices and ideas, further enriching the development of new products and marketing strategies.

Sara Farber,
Co-Founder, Galactic Sneeze

A few weeks ago, I found myself staring at the seemingly never-ending wall of games at Target. Many appeared to have similar mechanics, themes or names, which made me wonder how someone popping in quickly to grab a game would know which to choose. From my perspective, the market seems to be more saturated than ever before. The good news is that games – and party games in particular – are clearly a well-performing category to warrant so much real estate in a big-box store. But the huge selection seemed overwhelming to me from a consumer standpoint – and daunting from an inventor standpoint. Given this sea of products, I think the biggest challenge in 2025 will be to create games that truly stand out on shelf or in amazon searches.

This challenge is potentially also a great opportunity for inventors. As a shopper, if your eyes land on a product that taps into a current trend, theme or IP you’re passionate about, you’re one step closer to stopping and taking a closer look. And as game designers, we’ll need to figure out what those new trends, themes or IPs are – and harness them in a fresh way.

One interesting approach may be to lean into unexpected collaborations. Who would have predicted that in 2024, Michael Cera x CeraVe, or Snoop Dogg x The Olympics would be such huge sensations?! Like PUMA x Cheetos, I think there’s an opportunity for surprising mash-ups in the game aisle. And along with this, comes the potential for reaching new or niche audiences that may currently be overlooked. See you on the shelves!

Danny Kishon,
MD, All in 1 Products

The biggest challenge for companies this year will be the economy. 2024 has been a very tough year at retail all around the world. If you extract LEGO’s growth from any of the published numbers in virtually any country, you’ll see significant double-digit declines. Add the fact that ‘close out’ is included in the numbers and it’s really not a very pretty picture.

Also, Temu, amazon marketplace and other unregulated Chinese online shops selling direct to the consumer at very low prices is a growing issue and likely to get worse in a difficult economy. Freight – both in terms of massively increased cost and delivery times – created problems in 2024 and will likely do so again this year. These affect both prices and managing inventory as forecasting needs to move so much further forward… And Trump’s tariffs are likely to affect US companies and those selling into the USA.

This also impacts inventors… When a market is not doing well, there is often less of an appetite for investment in innovation. Companies become more risk averse, making it harder to place products. Overcoming this might involve investing in taking the project further down the road in terms of development – which is an additional risk as well as a challenge, and a challenge to cashflow. In essence, the challenge for inventors is to figure out where and what to invest time and effort into, in a marketplace where placing product is harder and tougher.

When it comes to opportunities for companies, the good news is that in a difficult retail marketplace, there is a real chance to change your market share. Having a hit when things are generally slow can get you leapt on by retail and see your numbers soar. Other opportunities lie in growing sales via direct-to-consumer sales and marketing-led online retailers like the US version of TikTok Shop, where influencers earn a commission on sales they promote.

For inventors, think kidult. It’s where the market is expanding and so far, has been led by nostalgia rather than innovation. And look at the categories that had bad results in 2024… Those companies – rather than the ones already doing well – may be the ones looking for inspiration and innovation. Team up with an influencer and add a marketing angle to your innovation. Team up with a ‘Product Doctor’ and get focus and help with what to spend time and effort on – and how.

Joost Poulus,
Chief Product Officer, Moose Toys

Every year, the biggest opportunity for us is to continue to raise the bar of what’s possible in toys! At Moose, we have an insatiable appetite for innovation and uncovering untapped areas of play. This means that we’re looking to our internal R&D teams and external inventors to create something new and unexpected that will wow our customers, retailers and partners around the world.

The biggest challenge facing the industry in 2025 is most likely something that none of us are aware of yet. Over the past five years, apart from the standard challenges a toy company faces, there has been many unexpected obstacles we’ve had to face. Obviously Covid was something that challenged us all as the world seemingly changed overnight – however it finessed our ability to pivot quickly so we’re well prepared for what may be around the corner next. From a play point of view, our greatest opportunity – continuing to innovate – is also our biggest challenge, as we find new and exciting ways to captivate and delight the attention of our customers.

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Hi guys, hope you’re all well! Before we dive into some of your exciting recent launches, what prompted you to start inventing together?
Will Sakran, Owner & Principal Engineer, Metre Ideas and Design: Sara and I used to work together at Fisher-Price in Manhattan. I joined there in 2002 and Sara joined soon after in 2003. Sara headed up the content design group and I was doing electrical engineering. I left in 2009 to strike out on my own and this is where I’ll pass it over to Sara and Bryan…

Sara Farber, Partner, Galactic Sneeze: Bryan and I are married. We met in 2007 and we knew quite quickly – maybe on our first date – that someday we’d want to make something together. Well here we are 16 years later and we’ve made one kid and lots of toys and games.

Bryan Wilson, Partner, Galactic Sneeze: I work in advertising as an art director/creative director, and at that time I was at BBDO NY doing a lot of projects for M&Ms – TV commercials, promotional games, comic books… Fun, playful stuff.

SF: In 2008 I was laid off from Fisher-Price – along with a lot of people – and was hired by various other toy companies to develop play patterns and intellectual properties to wrap around inventor concepts. That gave Bryan and me the idea to start creating our own products – and Galactic Sneeze was born. We lived in Brooklyn in the same neighbourhood as Will, so we’d often run into each other.

WS: I was doing my own stuff, and Sara and Bryan were publishing their own games and doing some inventing.

BW: We self-published a couple party games, but we’d also been pitching toys… It wasn’t our core skill set so we’d photoshop an image together and say: “It’ll be great – it’ll look kinda like this… And it’ll work kinda like that…”

The companies would say “That looks fun, but we’d like to be able to hold that thing you’re talking about!”

Anyway, we had this one idea and we met with Will to see if he could help us build it. He said: “I don’t know, but I’ll try!” The next thing you know we had a working prototype and since then, we’ve pitched tons of concepts together.

So great that you’re now TAGIE-winning inventors! Congrats on that!
SF: Thank you! When our names were called for Toy Innovator of the Year, we were in shock. I had to pull Will up out of his chair. This award is a huge honour and we feel super fortunate to be a part of the inventor community and get to do what we love.

WS: Yes, it’s a total thrill, and we’re very grateful.

BW: Inventing is a hustle. We’ve worked really hard over the past 10 years… and there have been a lot of ups and downs. Sara and I have gone from being known as “The Schmovie guys” – Schmovie was the first game we manufactured – to legit toy and game inventors. Or at least, too legit to quit.

Ha! And how does the – now award-winning! – collaboration between you three work?
WS: Well, we all come up with and contribute to the ideas, but I also prototype most of the toys, especially if they have a mechanism or electronics. Bryan does the graphics and pitch videos, and builds most of the game prototypes. Sara develops play patterns, writes content and is the one who keeps the train running on the tracks.

BW: To paraphrase Wu-Tang Clan, we form like Voltron and Sara happens to be the head.

SF: We do a lot of brainstorming on Slack. We have a different channel for each concept, so we can easily throw ideas in there and come back to old concepts too. We have like 50 channels in there. Slack is a fantastic tool, especially if we’re all working remotely.

BW: And it’s free, right?

WS: Not anymore. I’ve been paying for it for a long time!

SF: Ha! Oh, how much do we owe you!?

Will, you best check they’re not using your Netflix account too. It’s a slippery slope.
SF: We’re also secretly living in Will’s attic!

Ha! And why do you work well together?
SF: We all have similar sensibilities and a similar sense of humour. And we have complementary skill sets – all three of us have a different area of expertise.

BW: And we’re good friends!

SF: I always joke that I have a work husband and a real husband, although my real husband is a work husband too.

There’s the headline – ‘Sara’s two husbands’.
WS: People see Sara and me together all the time, so I hope they don’t assume I’m Bryan!

Ha! Well, if nothing else we’ve cleared that up! Right, let’s dive into some of the toys and games that you guys have invented together. I want to start with You Had One Job, that you licensed to Goliath. How would you pitch this one?
SF: It’s inspired by the old drinking game, Thumper. Everyone gets a job card, which has things like ‘Zombie’ or ‘Pirate’ – funny jobs! You then have to create a gesture that best articulates that job – and show everyone else how to do it.

BW: So if my job was ‘Pirate’, I might hold up one hand like a hook and yell ‘Arrggghhh!’. If your job was ‘Cowboy’, you might mime a lasso and shout ‘Yee-haw!’

SF: Then everyone starts patting the table to create a beat… One person starts things off by doing their ‘job’ – by making their gesture – and then doing someone else’s job. So I’d mime my job, and then I’d mime ‘Pirate’ to pass things onto Bryan.

BW: Then I’d do my ‘Pirate’ move, and then the ‘Cowboy’ to pass it over to you… It gets faster and faster, back and forth around the table, until someone makes a mistake.

SF: When someone messes up, everyone turns to them and yells “You had one job!” and they have to take a Performance Review card. These make people do things like draw a new job, or everyone passes their job to the left… So it becomes tricky to remember which gestures are still in the game – and who’s doing what!

BW: Chaos ensues! And it’s great because you can play this if you’re five or 95.

Love it. And you mentioned this was inspired by a drinking game?
SF: Yes, Thumper is a classic game but we wanted to make it trickier and include the element of players changing what they had to do. Meanwhile, we had the name ‘You Had One Job’. We thought it was a great name for a game but weren’t quite sure what to do with it. When we decided to merge that name with this game, it gave us the context that these are jobs you’re performing. Then the Performance Review cards and the graphics all came intuitively from there.

BW: Sometimes we have a name first and try to find a mechanic that fits that, and sometimes it’s the other way around, but we had both existing independently. We just had to mash them together.

WS: That’s happened more than once now actually!

Nice. And away from games, you guys have collaborated on a few toy projects too. Let’s start with Tickle Pup that you licensed to MGA. How did this come about?
SF: We have a dog named Tinker who is a rescue. When we first got her, we were looking for her tickle spot – you know… that spot where you scratch and it makes the dog leg’s kick in a really funny way. Well, she didn’t have one! It got us thinking that could be a cool feature for a toy. It’s such a hilarious adorable thing that everyone can relate to… We couldn’t believe there hadn’t been a plush dog out there already with that feature. And then Will made this awesome prototype…

WS: I made the mechanism and added it to an existing plush. We had it up and running pretty quickly. We added a few more features to it and everybody loved it; they got it right away. People just wanted to hold it and play with it.

SF: It was a great fit for MGA. It works really well with their Rescue Tales line. And although it seems like a swerve because Bryan and I have done party games for so long, Will and I worked on toys like this back at Fisher-Price. We have years of experience on interactive plush.

Back to your roots! It looks fantastic. I also wanted to talk about Funrise’s Burstin’ Bubble Clouds – this looks incredible. It’s a machine that creates cloud-filled bubbles… I’m sold! What’s the story behind this one?
WS: We received a brief for bubble concepts. It wasn’t a space we’d ever really thought about. It was winter, and I’d put this cool mist humidifier in our kids’ room. I was in there watching the mist, and I started to think about combining a bubble machine with a cool mist humidifier… What would happen if they gave each other a special kiss and created something that filled bubbles with vapour!? That was the origin of the idea.

You’ve made it sound delightfully simple with your ‘special kiss’ analogy! I imagine designing that was quite a tough ask.
WS: It was – and we were under a bit of time pressure too because of the brief. The sizzle video we made had a little smoke and mirrors going on – but we wanted to show what it would look like if a mist-filled bubble popped. I was standing in my kitchen with a hose to the humidifier and blowing bubbles! That said, I knew it was possible and I’d mapped out how it would work in my head. We worked with Funrise to get the initial electronics together and I have to give their team a lot of credit. They did a lot of the heavy lifting because, tech-wise, it’s pretty demanding.

BW: I also want to give a shoutout to TinkerTini. Trina has given us briefs from smaller companies and they’re often in categories we hadn’t thought of working on. We have something really cool coming out in 2024 with a company we’d never worked with before, in a space we were new to. That also came via a brief from Trina.

Absolutely – and let’s be sure to chat about that item too when we can! Before we wrap up, you also have a new game out with Hootenanny Games called Snarkas. I like the name! How does it play?
WS: Snarkas is a card-matching, card-collecting game for two to four players. It’s great for all ages. It’s based on a middle eastern card game that my dad taught me when I was a kid, which is played with a standard deck of cards. It’s a great game that’s not really well known, so that’s why I wanted to revisit it, retheme it and get it to a broader audience. I don’t have a strong background in games, so I brought it to Sara and Bryan and they really helped evolve it into something else entirely.

When we showed it to Hootenanny, they got it right away. They loved playing it. Once we synced up with them, we knew it was in great hands and if you look at it now, it’s beautiful. They were the perfect partner.

It does look brilliant. Hootenanny are fairly new – what’s the appeal of working with a company like this?
SF: Hootenanny Games’ Alex Kimerling had come from Big G Creative. We’d met him over the years and when we showed him Snarkas, he was so excited about it. He said: “I’m launching a new company and I want this to be one of the games we launch with.” Bryan and I also invented a light strategy game called Floats McGoats which is also with Hootenanny, so we’ve been involved with half of their launch line-up. It’s an exciting place to be.

And the other thing to say is that just because you land a game with a big company, it doesn’t mean it’ll naturally fly off the shelf. Big companies have so many games out; it might be tricky for them to dedicate as much attention to your game as you’d hope they would. What’s special about Hootenanny Games is that they’ve put so much love, attention and resources into every game they’ve produced. They’re working so hard to market them and their line-up is so beautiful. You can feel the love they’ve put into everything – it really shows.

Absolutely. Sara, you mentioned you and Bryan also have Floats McGoats with Hootenanny. It’s another belter of a name! Can you tell us a little about that one?
BW: Floats McGoats is our first abstract strategy game. We were originally inspired by the classic pen and paper game where you have dots on a page, and you take turns connecting the dots to form squares. We built an initial prototype with clay tokens and popsicle sticks… and tinkered with it off and on for years! Now there’s a shark and goat fights and a 12-sided die. It’s super fun! And again, Hootenanny has done a beautiful job with it.

I actually have another game of yours that came with an inflatable goat…
SF: Yes! That’s our Goat Yoga party game published by Kikkerland. We’re thinking of changing our company name to Goat Sneeze instead of Galactic Sneeze.

BW: I thought it was Galactic Goat!

Ha I quite like Goat Sneeze!
BW: I actually threw out an idea for another goat game recently and Sara said: “No! We can’t be the goat company!”

Guys, this has been fun! I have one last question: what’s your most underrated invention?
BW: Will, you should mention Toobalink!

WS: So, when I left Fisher-Price, I developed, manufactured and marketed my own toy called Toobalink. It’s a construction toy designed to work with paper towel tubes and toilet tissue tubes. I worked on it with a very talented industrial designer named Sara Ebert. The whole process was quite an education and I’m thankful that I did it. It did okay – I was able to sell through the inventory – but I realised I should probably focus on inventing and design.

Anyway, fast-forward to May of this year, I was contacted out of the blue by a company called Hearthsong. They had seen Toobalink and were very excited about it, so now I have a licensing agreement in place with them for the toy. I’ve always loved the product and its recycling story, so I’m excited to see what Hearthsong is going to do with it when it comes out next year.

That’s great it’s getting a second life! Congrats! Sara, Bryan, what would you pick for your most underrated item?
BW: I’d say Unicornhole. People love unicorns, people love cornhole – you’re throwing a sparkly horn into a unicorn’s head… It sells itself! And it does sell well with Kikkerland, but I thought every seven-year-old girl on the planet would want one of these.

SF: Clock Block is great too – and this one is actually available for license again. Hint hint! Wink wink! You bet how fast you think you can build things out of blocks under various constraints, and other players can “clock block” you by saying they can do it faster.

BW: We’d love to find a new home for Clock Block as currently designed, or retheme it as something more family-friendly. It’s a unique and super fun game that should be in more homes.

Will, Sara, Bryan – this has been a treat! Congrats again on all of your recent successes – let’s catch up again soon.
BW: It’s always a pleasure, Billy!

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HBO’s award-winning, toe-curling comedy Curb Your Enthusiasm has been given the party game treatment by Spin Master.

Invented by Galactic Sneeze’s Sara Farber and Bryan Wilson, Curb Your Enthusiasm: A Pretty, Pretty, Pretty Good Party Game sees players compete to be the ultimate Larry David.

We caught up with Sara and Bryan to find out more about the development of the game, and why Spin Master was the perfect partner for the project.

Guys, great to check in again! Before we dive into Curb, how has the last year or so been for you from an inventor standpoint? Are you a fan of virtual pitching?
This has been quite the wild year and half. We had a great year from an inventor standpoint, given all the challenges we were up against. And it took a global pandemic to make it happen, but Galactic Sneeze – aka: Bryan and I and our nine-year-old daughter – ultimately moved from our small Brooklyn apartment to a more spacious house in the NJ burbs.

I never thought I’d say this after 20 years of NYC living, but I love it. Having more room to think, play, and create has been a positive change for all of us. Now that we have dedicated space for Galactic Sneeze in which to brainstorm, build prototypes, set up shoots, and playtest, we’re excited to see where it leads us. Also, we have groundhogs in our yard, and I had no idea they were so darn cute!

You asked about virtual pitching, and I think it’s one of the best silver linings of this pandemic. We love it. We found that many toy and game companies adapted quickly and made themselves available for virtual pitches. We don’t have to book travel, scramble to find sitters, or lug prototypes around from meeting to meeting. We can just pour a mug of coffee and hop on Zoom wearing fuzzy slippers.

It’s also enabled us to connect more frequently with certain companies we typically would only see once or twice a year at industry events. That said, we do miss the energy of face-to-face meetings and can’t wait to see everyone live and in person again… hopefully sooner rather than later. Fingers and toes crossed for New York Toy Fair!

Absolutely. Now, you guys have invented Curb Your Enthusiasm: A Pretty, Pretty, Pretty Good Party Game for Spin Master. I love the show and I’m excited it’s entered the game space. Talk us through how it plays.
It’s fun and funny and we’re pretty, pretty excited about it!

It’s a role-playing game with a judging mechanic and a couple playful twists. Players hilariously compete to be the ultimate Larry David by trying to talk themselves out of awkward situations.

To start, everyone gets a new game name, which is Larry plus your first name. So we’d be Larry Sara and Larry Bryan, and you’d be Larry Billy. If your name is Larry, then you’re now Larry Larry and you get to go first. If your name is David, then you’re now Larry David and fittingly, you go last.

Ha! Nice touch!
Yeah, we think this adds a fun additional layer to the role-play aspect of the game, and we’re happy this made it into the final version.

So here’s how to play. The first Larry flips a SITUATION CARD – which is an awkward scenario Larry David’s gotten himself into in the series. For example, “You get caught trying on your friend’s wife’s bra.”

Now everyone else plays an EXCUSE CARD from their hand and expands upon it. These are actual excuses Larry David has used on the show. For example: ”If I wear it I don’t have to carry it”, “That’s not how we do things here in America” or “You know, my mother just died….”

If you happen to also have a TRY AGAIN, LARRY CARD in your hand, you can play it on top of another player’s excuse and they must follow the penalty on the card. They have quotes from other characters, which brings even more flavour of the show into the game. For example: “There’s nothing funnier than shtick in the bathroom, Larry.” – Jeff Green. Now that player must repeat their excuse from the bathroom with the door closed and stay there until the round ends.

After everyone presents their best excuse, the judging Larry chooses their favourite and that player wins the round. The first Larry to score five rounds wins the game. But really you’re all winners because you’ve just spent 20 minutes channelling your best Larry.

I was about to say exactly that! 20 minutes channelling Larry David sounds very more-ish! So how did this come about? Was it always a Curb game?
Yup, it was a Curb game from the start. Spin Master had the opportunity to develop a Curb Your Enthusiasm party game, and we were fortunate to have the opportunity to partner with them.

We’re big fans of the show and we knew Larry David himself would be signing off on it. So, we wanted to create something he’d ideally like so much, he’d be willing to steal it from a dead man’s coffin. We’re here now talking about it, so… Bingo, baby!

Exactly, happy days! Now talk us through the design process. What parts of the brand did you latch onto as being key elements to bring into the game?
Mainly we just wanted to design a game that Larry David could get out of the package without stabbing himself in the hand with a kitchen knife. Also, our goal was to capture the essence of the show – Larry getting hung up on some small annoyance that leads to an awkward situation, and inevitably making it more cringeworthy as he tries to explain his way out. We knew we should keep it simple and easy to pick up for a casual game night – and also make it super replayable.

How did you juggle making it something that die-hard fans would love, as well as keeping it engaging for those new to Curb?
After 20 years on air, Curb Your Enthusiasm has a passionate fan base. We wanted to design a game die-hard fans would love and appreciate, that’s still fun to play even if you’ve never seen an episode.

It was a blast doing our “research”, which in large part entailed binge-watching the series. We tried to include the most iconic moments, which we know Curb fans will be excited to see in the game.

On top of all the content we provided, Spin Master was able to get the show writers to contribute a great deal as well, which is awesome. This helped create a truly authentic game play experience.

Amazing. On paper, Curb Your Enthusiasm is a left-field brand for a board game. Do you think these kinds of IP actually present some exciting opportunities for game inventors?
There’s been a growing trend of licensed games based on iconic TV series… from The Office to Friends to The Golden Girls. This show lends itself well to a party game format because it’s filled with relatable – and ridiculous – moments from everyday life that anyone can connect with, whether watching on TV or playing around a table.

There are plenty of opportunities for inventors to explore these types of licensed games. The key is to find an intellectual property that has a strong enough fan base to carry it – and also an ownable shtick that translates well to a party game format.

It also comes down to which publishers have access to those brand owners and are able to make the necessary connections. Some companies seem less comfortable releasing games for the adult market, since it conflicts with their larger mission and messaging. We totally get that. The key is to find the right combination of brand, game play, and publisher.

With Curb out in the world, are there any other brands you have your eye on?
We think the reality dating show Love is Blind would make for an epic party game experience. Oh wait, never-mind. Love is Blind IS another new party game we collaborated on with Spin Master!

We also have a funny third game with them this fall: Netflix: Trending Now, which we’re super excited about too. We’ve enjoyed collaborating with Spin Master on these games and can’t wait for people to play them!

Both sound great – and to our shame, me and my other half got through Love is Blind in one night so the game sounds like a must! You mentioned that you enjoy working with Spin – what makes the team there great to work with?
Spin Master is a fantastic partner. We worked closely with Dougal Grimes in Inventor Relations and Ben Rathbone in the Games group. They both have a ton of expertise and gave great feedback, helping pinpoint what aspects of the game we should expand upon or push further. And of course, we also shared a lot of laughs. Everyone we’ve worked with at Spin Master has been collaborative and committed to making awesome games. They took what we created and made them even better… We love how these three products turned out!

From a brand perspective, why is Spin a good home for these kinds of licensed games?
Spin Master has incredible relationships with so many IP owners and content creators. And we appreciate that they don’t shy away from going after some edgier brands. As the creators – and publishers – of the adult party game Spank the Yeti, we appreciate the opportunity to collaborate with a company that’s not afraid to push the boundaries a bit.

We loved working on this Curb Your Enthusiasm party game, and we think it’s pretty, pretty, pretty good.

Sara, as always, this has been a real pleasure. Huge congrats on the Curb game, as well as the Netflix ones – I look forward to checking them all out!

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Sara Farber and Bryan Wilson are team behind Galactic Sneeze, a Brooklyn-based creative studio known for their self-published party games like Schmovie and Spank the Yeti.

This year has seen the duo enter the world of licensing, with Kikkerland launching three of their new games: Goat Yoga, Maskarades and the wonderfully named Clock Block.

We caught up with Galactic Sneeze to learn more about their new releases, and find out exactly how many classes of goat yoga it took for Sara and Bryan to nail that trend’s transition into party games.

So for those who may not know, who are Galactic Sneeze and how did you guys get started?
Galactic Sneeze is an indie creative studio based in Brooklyn, NY. We’re Sara Farber (that’s me), Bryan Wilson (my Co-Founder husband), our eight-year-old daughter (Lead Play Tester), and a rescue mutt named Tinker (Director of Barketing).

When Bryan and I met, I was the Director of Content Design at Fisher-Price in NYC, and he was an Art/Creative Director at BBDO making M&M’s TV commercials. We knew early on that someday we’d create our own brands and fun stuff. With my background in designing play patterns and writing/producing content, and his experience in advertising, branding and design, it seemed like the perfect combination of skills to make something happen.

When we first started Galactic Sneeze, we threw a bunch of stuff at the wall. We wrote a script for an animated film, developed IPs, and spent way too much time and money making overly polished prototypes.

After a major publisher almost licensed one of our games and ultimately passed at what felt like the last minute, we boldly decided to make it on our own. That kicked off our adventure into self-publishing.

We made a family game called Schmovie, where players write funny titles for made-up movies. It was a huge learning curve to not only design the game, but to also handle manufacturing, logistics, warehousing, sales, distribution, and promotion.

We said we’d never do it again. Then we did it again. We released Spank the Yeti, an irreverent adult party game that we successfully crowdfunded on Kickstarter.

We recently decided to switch gears and focus on licensing, and we’re thrilled to have three games hitting stores right now via our partnership with Kikkerland Design: Goat Yoga Party Game, Maskardes, and Clock Block. One of the coolest things about partnering with a global company like Kikkerland, is that the enclosed rules are written in six languages. All three games are very visual, which helps with distributing them in various markets around the world.

How would you sum up your approach to game design?
There are a bunch of ways we approach game design. Here are our favourites:

1. We start with a name. Sometimes we’re struck by a funny saying, a silly word, or a portmanteau. And then we work (sort of backwards) to sort out what the gameplay or shtick would be to fit that. An example of this is our new game Maskarades. We decided it would be a twist on charades … with a mask. More on that later.

2. We start with a popular theme or trend. This is how we got to our Goat Yoga Party Game. We saw the Goat Yoga trend growing and growing, making its way into more mainstream media with celebs on YouTube, TV commercials, and morning news shows. We knew a party game was inevitable, and we jumped on that opportunity.

3. We start with a mechanic. This is how we ended up with our adult party game, Spank the Yeti. We were inspired by F***, Marry, Kill (or Shag, Marry, Kill), the popular parlour game that’s played in long car rides or over drinks with friends. We thought, how can we take that simple and fun mechanic, blow it out, and put it in a box? And voila … Spank the Yeti was born.

As you mentioned, this year has seen you partner with Kikkerland Design on three new games, and they each sound amazing. First off, Goat Yoga – where did the idea come for this? Any real goat yoga classes taken as ‘research’?
When we first saw on the news that people were doing yoga with actual baby goats, I thought, “you’ve gotta be kid-ding”. Then I saw it again on social media and thought, “om-g”. Then I saw celebs were doing it and thought, “let’s make a game that’s the G.O.A.T!” We shared it with Kikkerland and they immediately loved it and jumped on it. They’ve been a fantastic partner.

Goat yoga is exercise; it’s fun, it’s funny, and it’s super instagrammable. We’re hoping our game is all those things and more! It comes with an inflatable goat and the content is filled with hilarious physical challenges and goat puns.

Players must complete a variety of tasks while posing with the goat, from Bleat to the Beat (hum a tune), Float Your Goat (bat it in the air five times), to Billy Buddies (partner poses). There are also Goat Wild cards with things like, “Goat peed on your mat. Lose a turn.”

It was winter in NYC when we were cranking out all the content for this game, which is not ideal timing for doing downward dog with baby goats out in a field. So unfortunately we didn’t make it to an actual goat yoga class, but, that’s a huge reason as to why we made this game! It’s perfect for all the other folks out there who’d love to feel the burn while balancing a baby goat on their back, yet can’t due to location or weather. So now instead of hoofing it to the closest farm, you can play Goat Yoga Party Game in your living room. Added bonus… real goat smell not included!

Yes, always nice to avoid that smell where possible! Onto Maskarades – talk us through this new take on charades?
As I mentioned, we started with the name on this one. And from there the game fell into place. We knew it would be a twist on charades … with a mask.

You choose a character from a card, put on the dry erase mask, and then blindly draw the character’s face while also acting out. Everyone has one minute to guess who you are. Then there’s this hilarious reveal when you take off the mask and look at your drawing… which of course looks nothing like you thought it did in your head. But between the wavy hair you scribbled and the imaginary wand you waved around, your friends figured out you’re Hermione Granger. So it’s a win/win.

Initially, we had players draw the face on the mask and then put the mask on. Through play testing, we discovered people were self-conscious about their drawing skills. Suddenly we had a breakthrough. When we had players put the mask on first and then start drawing! Those anxieties vanished and it just became pure fun, which is interesting from a psychological perspective. This is a great example of why it’s important to play test so you can work out the kinks.

Absolutely. And last but not least, the wonderfully titled Clock Block! Building, betting and blocks, together at last where did this idea come from?
You’d think this is a game where we came up with the name first, but surprisingly it isn’t! We started with the concept of a game where players would “one up” each other.

In Clock Block, a player flips a card to see what structure to build using the blocks, and then rolls the die to determine how – with their dominant hand, non-dominant hand, both hands, from memory, or blindfolded. Then they declare how long they think it will take to successfully do it. For example, “18 seconds!” Then the other players have a chance to “clock block” that player by declaring they can do it faster. Whoever declares the fastest time steals the turn and builds for the points. Everyone else bets on whether they’ll succeed, so all players have some skin in the game in terms of scoring each round. The timer starts and everyone watches the builder go for it. If you “clock block” another player but fail, you lose points.

We were pretty pleased when we came up with the name “Clock Block”, and were thrilled when Kikkerland decided to make the game and keep the name.

Do you think the games space is in a good place creatively?
Yes, for sure. The playing field has changed significantly in recent years. Previously, publishers needed a big marketing budget, well-placed TV ads, and relationships with major retailers to make a game mainstream. But because of social media and Amazon, the door has opened for indie game companies to have success as well.

This means that games Hasbro, Mattel, or Spin Master wouldn’t necessarily bring to market are still able to see the light of day. It also means there’s a lot of competition for shelf space and consumer attention because there are so many games. And since there are all these options, you need to invent something unique to cut through all the noise and stand out.

A few years ago we saw a lot of roulette games, and then came games with water payoffs, followed by poop. Lots of poop. I’m excited to see what the next trend will be! Yoga with goats perhaps?

Here’s hoping! And between you, how do you fuel your creativity?
Bryan Wilson: Books. I have a big collection of books on modern art, graphic design, posters, packaging, logos, graphic novels, etc., and it’s my first stop with any new project.

I also keep a bunch of projects going at any given time, and I find that by hopping back and forth between them, insights gained from one project often help solve design challenges with another.

I also watch a lot of YouTube … my current obsession is Adam Savage’s Tested, but I’ll happily watch any crafty person make something as they talk through their process.

Above all, my favourite activity for fostering creativity is making stuff with our daughter. Working on projects alongside an eight-year-old is truly eye opening. She doesn’t have preconceived notions of what things are supposed to look like and it frees her up to make new creative connections.

Sara Farber: We’re fortunate to live in NYC, where in addition to experiencing art in formal settings like museums and theaters, we’re surrounded by inspiration and creative energy just walking down the street or riding the subway. There’s a constant stream of interesting characters and weird art, which is why I love it here.

I used to take improv classes at Upright Citizens Brigade. Improv is centered around the concept of “yes, and…”, which means you accept whatever your scene partner brings to the table (that’s the “yes” part), and then build on it (that’s the “and” part). And that’s the core of inventing as well.

One little kernel of an idea sparks something else which then leads to something else … and maybe you’ll end up with a product on the shelf at Target. Or if nothing else, an interesting story to tell.

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Back in 2010, married design duo Sara Farber and Bryan Wilson founded Galactic Sneeze, an independent games company specialising in ‘contagious concepts’.

The firm’s first game was Schmovie, an adult party game that sees players win trophies for making up funny movie titles. The firm re-lauched the game in 2015 with a lower price, smaller box, bigger trophies, better markers, and a broader age grading to make it more family friendly.

Last year saw Galactic Sneeze lift the lid on their second game, Spank the Yeti. Returning to their adult party game roots, the game (for ages 18 plus) sees players attempt to correctly predict how their friends react to a series of questionable dilemmas.

As the firm readies for this month’s release of a second print run of Spank the Yeti and its first expansion, we caught up with Farber and Wilson to chat Kickstarter, party games and their collaborative design process.

How did you both get into the world of game design?
Sara: I’ve been developing content for interactive toys and games for about 17 years. I started with Sesame Street CD-ROMs back in the Nineties (when CD-ROMs were still a thing), headed up the content design department at Fisher-Price, and then ventured out to consult for a bunch of companies including Hasbro and Spin Master.

Bryan’s background is as a creative director in advertising – he spent years creating campaigns for global brands including M&M’s and AT&T, and has collaborated with companies such as Disney, DreamWorks, and Marvel. Since we first met, we knew we’d someday join forces to create our own playful products.

We founded Galactic Sneeze in 2010, just months after getting married. We initially set out to pitch concepts and license them, but soon discovered that unlike toys, board games were a thing we could manufacture and promote on our own. And once we had one game on the market, we got the itch to make more. The next thing we knew; we were an indie game publisher.

How does the development process work, in terms of collaboration between you both?
Sara: Typically, one of us spends a day ideating at a coffee shop with a notepad and comes home with a handful of game ideas. That person then creates a rough playable prototype frankensteined from index cards and parts of other games, and then pitches it to the other person. If it’s fun to play, unique, and we both like it, we’ll start working on how to make it better.

We’ll develop the theme, branding, and give it a great name. We’ll then embark on countless hours of play-testing… followed by more play-testing.

Bryan: Once we’re ready to bring a game to market, we have specific roles with complementary skill sets. Sara leads the game content and rule-writing. I do all the illustrations, graphics, and design. That’s not to say Sara doesn’t have design ideas and I don’t come up with content for cards, but we each have our area of expertise.

Sara: We also both handle social media. I do more of the Facebook and Twitter posts, and Bryan handles our Instagram. We host a Schmovie Twitter hashtag game every Monday at 11am ET, and whichever one of us has less other work to do will typically run the game. We’re always trying to think of fun new ways to engage our fans online.

What do you think is key to a great party game?
Sara: At Galactic Sneeze, our tagline is ‘Contagious Concepts’. And we believe a great party game should be contagious: you play it, love it, and tell your friends about it. When we meet Schmovie fans, they often tell us about a funny Schmovie title they came up with months ago that they’re still laughing about with friends. The goal is to create a game that people want to share pics or videos of on social media because it speaks to them in some way. A great party game creates laughs and lasting memories… and sometimes embarrasses you in front of your mother.

Bryan: A party game should be easy to learn and fun to play. I like games where there’s supposed to be a winner, but everyone is having so much fun playing that nobody really cares who ultimately wins. For me, the best party games allow people to hop in and out. You can play a few rounds, go on a beer run, and then hop right back in when you get back.

Can you talk us through the design process behind Spank the Yeti?
Bryan: The adult party game category is getting crowded quickly, so we needed a unique game mechanic, hilarious content, and a box that jumped out on shelf. We tapped into the power of our social media network, conducting Twitter polls to include folks in our content choices, and sharing graphics on Facebook for our followers to vote on.

We liked including ‘Yeti’ in the title, but were careful not to make it feel like a yeti-themed game. We purposefully didn’t include a graphic of a yeti anywhere on the box. But, we do offer a downloadable paper yeti on our website that players can use to keep track of whose turn it is. We also hired an actual real life Yeti as our spokesperson. Or rather… spokesyeti.

Sara: It was also helpful that we had a deadline. We knew we wanted to launch the game on Kickstarter last June, so we had a finite amount of time to get the game ready for our campaign. Deadlines are good. A game could always be funnier, or have sharper graphics, or a wittier blurb on the back. But at some point, you just have to stop. We have a multitude of things to juggle, so we work well with deadlines.

Did you do anything differently from when you published your first game, Schmovie?
Sara: Yes, definitely… on multiple levels. The biggest difference is that we crowdfunded Spank the Yeti on Kickstarter. It’s nice to pre-sell product before it launches to have some financial help with the production. However, what we found to be even more beneficial is the community you build on Kickstarter. We had passionate supporters who provided us with input and encouragement, which goes a long way.

Bryan: Also, we were more prepared for how much work it would be to manufacture and promote the game. With Schmovie, we thought the hardest part would be designing it. Then we had a warehouse filled with games and realised the work had just begun. This time we knew what we were getting into.

What are you working on next?
Bryan: Our second print run of Spank the Yeti and our first expansion, the Geek Pack, hit stores this month. We’re already working on our next expansion pack, which we plan to follow with many more. If your readers have any suggestions for future themes or cards, we’d love to hear them! Please feel free to reach out at achoo@galacticsneeze.com.

Sara: We don’t have the bandwidth to self-publish everything we come up with, and we’re excited to partner with larger companies on new projects. We recently licensed a few new concepts that are scheduled to launch in 2018. At Galactic Sneeze, there’s always something fun in the works.

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