by Gwen Moran
Game company Looney Labs (www.looneylabs.com) is winning customers against
giants like Hasbro Games with the help of the Mad Lab Rabbits—500-plus
fans who volunteer to work their tails off at trade shows, conventions and local
They're not paid, explains Kristin Looney, 38, who co-founded the College Park, Maryland, company with her husband, Andrew, 40. Many enjoy the camaraderie and the games. "A Rabbit might spend the weekend at a convention hanging out and promoting our games and only earn 20 [product credits]—worth roughly $20," she says. "It's the fun that brings them back, not the [credits]."
GWEN MORAN is a consultant and writer specializing in marketing.