Adi Golad, Founder of Goliath: A Toy Industry Giant

November 14, 2017

 Adi Golad, Founder of Goliath Games 

 

Goliath: A Toy Industry Giant                                                    

 

Born Entrepreneur

With an old bicycle wheel and a wooden stick as his only toy, Adi Golad, the oldest of three brothers, grew up in impoverished Israel where food was rationed and only a few children owned toys.

 

Despite his environment, Adi made the most of his childhood by honing his entrepreneurial skills. Between the ages of three and five, Adi sold his first ‘hot’ toy, his Dad’s handgun, for 2.5 cents; he rented his bicycle to neighbor kids for one piece of candy per spin around the block; and, at five, he was picking cactus fruits to satisfy local demand. At age six, he retired to pursue his academic career.

 

Pivotal Years

Adi joined the Israeli army when he was 18 and considers it to be a highlight; the most intense, rewarding and mind-shaping experience of his life.

 

Three weeks after enrolling in University, he met a blond Dutch girl named Margreeth, quit his studies, and followed her to the Netherlands. She became the love of his life and mother of his four children.

 

During a trip with friends to the Sinai desert in 1978, Margreeth discovered Rummikub, a game which an army buddy brought along on the trip. Adi had no interest in the game.

Mother-in-Law Knows Best

Margreeth loved the game and bought one for her mother in Holland. Adi’s future mother-in-law, who would become the strongest advocate for his games, held a weekly game club for Scrabble players. Soon after Margreeth arrived with Rummikub, all other games disappeared. Everyone wanted a copy. Six months later, Margreeth returned to Holland with 40 games and the magic began. News spread like wildfire and the games sold out.

 

 

Formula for Success

Telling their parents they were moving to Holland was difficult. How could Adi throw away his engineering training, disappoint his father, and leave his friends? What would they say? Simple, they showed them the ‘formula’:

  1. In one evening, 40 games sold to one family

  2. 365 evenings/year

  3. 5 million households in Holland

  4. Within 3 months they would be millionaires

 

Our Car for 500 Games, Please!

They made a deal with the Hertzanos, (the makers), to buy 500 games. Short on cash, Adi sold their only possession, a Renault 4. They financed the first shipment of games and flew to Amsterdam.

 

It Only Takes One

After eight long months of hard work, Adi acquired one customer. This customer inadvertently bought Rummikub, thinking Adi was selling ‘Rubik’s Cube’, which was in short supply at the time. But, once the game hit the shelves, sales were good, and this buyer profited for many years amidst the trade’s blindness.

 

Persistence Pays Off

Margreeth returned to her nursing job to help fund their consumer marketing trips. Promoting the game through grass roots efforts, they visited small shops, campgrounds, markets and off-trade establishments. Demonstrating the game to 100,000 people created so much demand that retailers were forced to stock the game and Rummikub became the bestselling game in Holland. In 1986 alone, they sold 600,000 games in one of the smallest markets in Europe.