Many entrepreneurs face daunting challenges when starting in a competitive industry like tabletop games. But Molly Zeff, co-founder of Flying Leap Games, offers a compelling story of resilience, authenticity, and strategic relationship-building. In this episode of Toy Business Unboxed, you’ll learn how she turned a chance encounter at a trade show into a thriving business, and how her insights can inspire your own journey.
Episode Highlight
- 02:15 Introduction to Molly Zeff and Flying Leap Games
- 10:30 The Cheese Story at Gamma Trade Show
- 18:45 Building Relationships with Retailers
- 25:00 Launching Wing It and Its Success
- 32:15 Lessons from The Million Dollar Doodle
- 40:00 The Horizon Fellowship and Diversity
The Power of Authenticity and Relationship Building in Sales
One of Molly’s core principles is that meaningful relationships are the backbone of successful sales—especially in the board game industry. She emphasizes spending real time with retailers, not just at events like Gamma but also in the stores themselves.
Leveraging Industry Events and Spontaneous Moments
The story of Molly’s encounter at Gamma Trade Show exemplifies the importance of seizing unplanned opportunities. While many entrepreneurs focus on traditional marketing, Molly highlights how an authentic, off-the-cuff interaction can be game-changing.
Niche Themes and Quirkiness Drive Success
Molly’s flagship game, Wing It, exemplifies how a quirky, niche-themed game can reach unexpected popularity. She attributes much of its success to a strong sense of uniqueness and a deep passion for its theme.
Timing and Market Fit: Lessons from Mistakes
Despite her successes, Molly openly discusses missteps, like launching The Million Dollar Doodle during the pandemic, which hurt sales. The lesson? Timing matters.
Building Diversity and Authentic Industry Connections
Beyond her business, Molly’s work with the Horizon Fellowship exemplifies her commitment to improving diversity within the industry. Launched in 2020, the Fellowship supports underrepresented groups with resources, mentorship, and industry exposure.
Embrace Risks and Break Your Own Rules
Molly encourages new entrepreneurs to take bold risks, whether launching off-brand games or exploring different marketing channels. Her advice: ask for mentorship, accept failure as part of growth, and don’t be afraid to pivot.
Conclusion
Molly’s journey shows it’s not just about having a great game but also building relationships, embracing your unique voice, and timing carefully. For aspiring game publishers—or any entrepreneur in a creative industry—the key is to stay authentic, leverage spontaneous opportunities, and be willing to take risks.
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Guest Contact Information
If you’re interested in learning more about Flying Leap Games or connecting with Molly Zeff, you can reach out through the following channels:
- Website: Flying Leap Games
- Email: contact@flyingleapgames.com
- Socials: X/Twitter, Facebook