R&R Case
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- Date Submitted: 10/06/2015 08:43 PM
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SUMMARY
Bob Reiss
Graduate of Columbia College and Harvard Business School
Specialized in adult games industry
Owned, operated, and participated in many start-ups
National sales rep firm; sold in 1968
Reiss Games
R&R, Inc.
Valdawn, Inc.
Industry consultant
Brokered sales of other game firms
In this case?
Examine how Bob Reiss seized the window of opportunity to introduce a trivia game to the United States, establishing success for himself as a contract manufacturer
Reiss devised an idea for a trivia game that would incorporate a television theme. He presented multiple options to TV Guide, whom he wanted as a partner, and ultimately negotiated a deal:
TV Guide as the licensor, Reiss as the contract manufacturer
Both TV guide and Reiss would receive royalties
QUESTIONS
What factors created the opportunity?
The opportunity to present the trivia game category to the U.S. was first made possible by its introduction and popularity in Canada
Trivia Games grew popular in the US during the 1983 and 1984 holiday seasons
The opportunity specific to Bob Reiss’s success was driven by his experience in the game industry that allowed him to recognize that such a game would have tremendous sales potential in the states
“The sales of games in the United States tended to be approximately 10 times those of sales in Canada.”
Other contributing factors specific to his success were:
Poor initial reaction to Trivial Pursuit at the 1983 Toy Fair, but the games continued to move well at retail
Selchow & Righter, who first introduced Trivial Pursuit in the U.S., did not possess strong marketing skills (lack of TV advertising & public advertising)
Trivial Pursuit was rejected by Parker Bros. & Bradley
What were the barriers/obstacles/risk that had to be overcome? (NIRVANA)
Characteristics of the toy industry
Short life cycle of products: generally 1 to 2 years
Seasonal: most sales occurred during the holiday season
With many stakeholders involved...
Bob Reiss
Graduate of Columbia College and Harvard Business School
Specialized in adult games industry
Owned, operated, and participated in many start-ups
National sales rep firm; sold in 1968
Reiss Games
R&R, Inc.
Valdawn, Inc.
Industry consultant
Brokered sales of other game firms
In this case?
Examine how Bob Reiss seized the window of opportunity to introduce a trivia game to the United States, establishing success for himself as a contract manufacturer
Reiss devised an idea for a trivia game that would incorporate a television theme. He presented multiple options to TV Guide, whom he wanted as a partner, and ultimately negotiated a deal:
TV Guide as the licensor, Reiss as the contract manufacturer
Both TV guide and Reiss would receive royalties
QUESTIONS
What factors created the opportunity?
The opportunity to present the trivia game category to the U.S. was first made possible by its introduction and popularity in Canada
Trivia Games grew popular in the US during the 1983 and 1984 holiday seasons
The opportunity specific to Bob Reiss’s success was driven by his experience in the game industry that allowed him to recognize that such a game would have tremendous sales potential in the states
“The sales of games in the United States tended to be approximately 10 times those of sales in Canada.”
Other contributing factors specific to his success were:
Poor initial reaction to Trivial Pursuit at the 1983 Toy Fair, but the games continued to move well at retail
Selchow & Righter, who first introduced Trivial Pursuit in the U.S., did not possess strong marketing skills (lack of TV advertising & public advertising)
Trivial Pursuit was rejected by Parker Bros. & Bradley
What were the barriers/obstacles/risk that had to be overcome? (NIRVANA)
Characteristics of the toy industry
Short life cycle of products: generally 1 to 2 years
Seasonal: most sales occurred during the holiday season
With many stakeholders involved...