- Cranium, Inc.
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Cranium, Inc. Type Private Industry Games Founded 1998 Founder(s) Richard Tait, Whit Alexander Headquarters Seattle, Washington, United States Products Cranium Parent Hasbro, Inc. Website Cranium.com Cranium, Inc. was a company founded in 1998 by two former Microsoft executives who created the Cranium (board game). Richard Tait and Whit Alexander are the “brains” behind the board-game Cranium. After realizing that he always won at the game Pictionary, but lost more than frequently at the game Scrabble, Tait decided to make a game where everyone could win at something. Taking certain aspects of other favorite games, Cranium (board game) requires players to spell, draw, mold clay, and answer trivia questions. Tait and Alexander “create a board-game where everyone has heroic moments” [1] Cranium, Inc. tested and modified their new game over and over. They knew they had a hit game on their hands when one day game the game testers tried to steal the game [2] Without having a retail outlet to sell their game, Cranium, Inc. ordered 20,000 units to be manufactured in China. Cranium, Inc. did have big name investors, such as Starbucks, where they were able to raise 35 million dollars [3] . Cranium, Inc. went on to win over 130 awards and sell over 22 million games and toys [4]. Despite Cranium Inc.’s success, the company was bought out by Hasbro, Inc. on January 4, 2008 for 77.5 million dollars[5].
Contents
Marketing and Advertising
Cranium, Inc. marketing strategies were considered unorthodox by traditional game marketing standards [6]. Because the Cranium (board game) came out after Christmas, and Cranium, Inc. did not want to compete in the traditional game buying market of toy stores, Cranium, Inc. decided to sell their game where there target audience would be. The target audience for Cranium (board game) was “25-35 year old, dating yuppies who wanted to connect to each other.” Cranium, Inc. partnered with its investor, Starbucks, and sold the game at over 1500 Starbucks locations [7]. Cranium, Inc. then partnered with Barnes & Noble to have their games sold at their locations. Cranium (board game) became the first game sold at the bookstore chain. In 1998, Cranium, Inc. only spent 15,000 dollars, a relatively low figure, on marketing and advertising [8]. While most other games advertise on TV, Cranium, Inc. advertised Cranium (board game) on the radio [9]. Radio jocks would ask its listeners Cranium (board game)'s trivia questions and winners got the game for free. Also, Cranium, Inc. made partnerships where Cranium questions were featured on Delta Song Airlines napkins, Dr. Pepper bottles at KFC, and on packages of Land O’ Lakes butter [10]. Bill Furlong, Cranium, Inc.’s Director of Marketing had said that the game company “was giving people a chance to try their game everywhere from the grocery store, to 30,000 feet in the air on Delta Song Airplane” [11]. Cranium, Inc. also found advertisement in celebrity endorsements. On the Oprah Winfrey Show, Julia Roberts stated that Cranium “was the most fun game ever” and that she and boyfriend Benjamin Bratt “could not stop playing it [12]. Al gore and Bill Gates, Tait and Alexander’s former boss, even endorsed Cranium (board game).
Cranium, Inc. Toys and Games
• Connect-O-Round
• Super Fort™ Carnival Clubhouse
• Doodle Tales
• Hullabaloo DVD Game
• Cranium Wonder Works Talking Picture Book
• Pop 5
• Cariboo
• Giggle Gear Mega Mask
• Zooreka
• Whoonu
• Balloon Lagoon
• Bumparena
• Family Fun
• Let’s Play Neighborhood Family Fun Game
[13]Awards
Cranium was named "Game of the Year" for 2001 by the Toy Industry Association.[14]
Cranium Cadoo, a version for kids (7 and up), won the "Game of the Year" award for 2002 from the Toy Industry Association.[15]
Cranium Hullabaloo, a version of the game aimed at young kids (4 and up), won the "Game of the Year" award for 2003 from the Toy Industry Association.[16]
References
- ^ Bruce Horovitz, “Cranium guys have their inner child on speed dial”, n.d.
- ^ Kenneth Hein, “Cranium’s New Game Plan Calls For KFC, Song.,” Brandweek 45, no. 34 (2004): 15.
- ^ Bruce Horovitz, “Cranium guys have their inner child on speed dial”, n.d.
- ^ Bruce Horovitz, “Cranium guys have their inner child on speed dial”, n.d.
- ^ Newsweek: Hasbro buying game maker Cranium
- ^ Julie Bick, “Inside the Smartest Little Company in America.,” Inc. 24, no. 1 (January 2002): 54.
- ^ Jonah Bloom, “Good idea and great strategy made Cranium a success story.,” Advertising Age 75, no. 13 (March 29, 2004): 24.
- ^ Julie Bick, “Inside the Smartest Little Company in America.,” Inc. 24, no. 1 (January 2002): 54.
- '^ Jonah Bloom, “Good idea and great strategy made Cranium, Inc. a success story.,” Advertising Age 75, no. 13 (March 29, 2004): 24.
- ^ Jonah Bloom, “Good idea and great strategy made Cranium a success story.,” Advertising Age 75, no. 13 (March 29, 2004): 24.
- ^ Kenneth Hein, “Cranium’s New Game Plan Calls For KFC, Song.,” Brandweek 45, no. 34 (2004): 15
- ^ Kenneth Hein, “Cranium’s New Game Plan Calls For KFC, Song.,” Brandweek 45, no. 34 (2004): 15
- ^ http://www.toydirectory.com/monthly/productsbymfr.asp?id=838
- ^ Cranium's 2001 TIA winner, writeup in Entrepreneur Magazine
- ^ Puget Sound's article on Cranium Cadoo winning the TIA 2002 award for Game of the Year
- ^ Cranium's writeup in PR Newswire Association mentioning their award for the 2003 Toy of the Year award
External links
Categories:- Board game stubs
- Board game publishing companies
- Companies based in Seattle, Washington
- Privately held companies based in Washington
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