Do you want to make a game and get it on store shelves?
I’m asked this all the time, and figured I might as well make a cheat sheet for the two main paths you can take, and what may come up in either direction. Let’s dive in!

You’ve got two options: Self Publish....or License your idea

Option 1: Self-Publish
This is how you own the most of your creation, as well as the full Creative Direction.

Some things you'll have to do:
•Create prototypes
•Work with a factory
•Put up the money for production
•Get insurance
•Do safety testing
•Quality control with the factory (we've run into issues here multiple times)
•Create an LLC or S-Corp
•Pay for shipping containers to transport your goods, and then pay for a place to store your goods
•Once you’ve got the goods you’ll then need to pay for shipping them other places
•Figure out distribution. If you're looking to do anything other than Amazon, you'll need to go to trade shows so that buyers can see your goods....then you gotta pitch your game(s) over and over. Trade shows are the best way to meet people, learn new things, and "be in the mix!" (NY Toy Fair, ASTRA, Las Vegas Market, Toyfest West, Chicago Toy & Game Fair, etc.)
•If you want wider distribution, you'll need to hook up with sales reps (That's how we got into Barnes, Urban Outfitters, Target, and more)
•Marketing! (You must make video content, most likely spend on some ads, create live events, etc)

There are more things involved, but this is more than enough for now. It's yours and you make all the decisions. But you have to do everything and it can get expensive and time-consuming. We spent 5 years doing Option 1, then switched to Option 2 and have not looked back!

Option 2: License Your Idea

Here you pretty much lose creative control, but that should be ok if you find a partner you really gel with. And if your idea is far along, that helps too.
Now a big change is that instead of making money directly on all your sales, this financial setup includes an up-front advance as well as a royalty, paid every quarter.
However! You don't have to put up money, you don't need insurance, safety testing, logistics, warehousing, phone calls with factories, sales, marketing etc. It's way more freeing. But again, you don't have creative control.

Some things you'll have to do:
•Make prototypes
•Create a clear one-sheet that explains your idea and what's special about it
•Make a sizzle video
•Get to know Inventor Relations execs at all the toy companies
•Go to trade shows specifically for inventor meetings (People of Play, Mojo Nation....can also get meetings at NY Toy Fair, GAMA, and more)
•Pitch to as many companies as you can
•Get a lawyer to check your contracts
•I know I said you wouldn't be marketing, but to be honest, most companies don't put much behind marketing each individual game. They usually have one, maybe two, titles they focus on, and then everything else gets just a little squeeze of juice....so you will need to make as much content as you can to help spread awareness.

There are definitely more things involved in either direction, but this should be enough of a start to make the decision process easier. I hope this helps whatever creation you want to birth into the world!

Want to learn more about self-publishing and licensing games?
Check out this course from April Mitchell, Ed Gartin, and Azhelle Wade and/or attend the POP Week Inventor Pitch and Innovation Conference.

Want to learn more about Barry and Jason?

Check out our website!