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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
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.