Fan affair

Entrepreneur, June 2004

by Gwen Moran

Game company Looney Labs ( 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 appearances.
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.

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