Shari Spiro - Making Poker Chips for Michael Jordan and More!

  What do you do in the industry?


I am the CEO and founder of Ad Magic Games, Breaking Games, and Breaking Toys.  Ad Magic is a manufacturer of Card and Board Games primarily, Breaking Games is a publisher and distributor of games, Breaking Toys is involved in manufacturing and distributing toys and electronic game and toy accessories.  I also own Print and Play games, a prototype facility in Vancouver Washington that also does print on demand games.


What is your claim to fame in the industry? 


Printing Cards Against Humanity and Exploding Kittens, Joking Hazard, Secret Hitler, Game of Phones, developing and printing Fake News, Expancity, Rise of Tribes and Poop the game. I would like to think my claim to fame is that I work with talented indie designers and help them get their games out to the world.


Why and how did you get into the Toy and Game industry? 


I got a call from a team wanting to print a black and white card game.  It was called Cards Against Humanity. That game took off like wildfire.  Prior to that I had been printing custom playing cards for large corporate brands like Applebees, Ford, Symantec, The CIA, Garth Brooks, Journey, Pink Panther, HBO, Working Title and Bad Robot to name a few.


What are you working on now?


Today I am designing a box for a new game we are making, meeting with a client at our offices for part of the day, figuring out a flow plan for import orders, catching up on 139 emails from last night, planning a trip to San Francisco for a conference, and trying to figure out dinner at some point.


What trends do you see in toys or games that excite or worry you? 


Most of the trends I see excite me.  I love the new electronic possibilities  - I am involved with several including Boogie dice - the worlds first electronic - perfectly balances - self powered - lighted rolling dice that can be started with a clap of your hands and also controlled through a simple phone app.  Also LIMBO - the new mechanical top that holds the Guinness Book of World Records title for longest spinning mechanical top.  Its a fascinating thing to watch and is actually relaxing too. I love the new games that are asymmetrical - with players having different goals - I find the balance of mechanics in those games to be fascinating.  I am also getting more into Stuffed animals and we are even incorporating them into some new game play.


What advice can you give to inventors who are presenting new toy or game ideas to you?


Please present complete and balanced product ideas.  The art does not need to be complete - but for a game the mechanics do need to be complete. 


What advice would you give a young adult graduating from high school or college today?


Try not to turn your hobby into work - see your hobby as a hobby and keep your work separate from it so you always have a way to relax.  Learn to unplug and enjoy nature.  Watch your time carefully and try to have a balance between work and life.


What does your typical day look like? 


I get up and have coffee or another warm drink with my fiancé and we talk about things for a bit. Then I check my emails for a while.  After that on a good day I take a shower (he he).  After making myself as presentable as possible I head over to my office. On Tuesdays we have a team meeting.  Now - with the completion of my new office - I have two offices. I spend time at both. I meet with team members about daily questions or concerns, Much of the day is spent responding to questions and emails.  Some days are spent meeting new clients, testing games, taking phone calls or Skype meetings and then winding down I sometimes break open a new project that was sent to me and try to figure out the rules or the electronic downloads required to work the item.  I try to get in some exercise as well - riding a bike in or outside of my office on a nice day - doing some core exercises or if I can get away - I have a gym I go to.  Most of my days are extremely packed with people and things to be done.  I travel at least once or twice a month right now as well.


What’s your workspace setup like? 


My original office is filled with years of projects on all the walls and shelves.  My new office is nearly empty with a couple of bins of current projects and a lot of open space.  I have a loft upstairs in the new office where I hope to do yoga and have bean bag chairs - a place to get a break for a few minutes as needed.  Not sure if I will actually DO the yoga but that is the intent. I have a stationary bike desk in there - two couches and my desk.  Very simple.


What is the most rewarding part of your job? 


Seeing the games printed and breaking one open to play is the most rewarding part and then seeing it on the shelves in a store is like icing on a cupcake.  I get the same feeling from seeing ANY product I have been involved in manufacturing.  As soon as a sample comes in - its like Christmas morning.


What is the worst job you’ve ever had and what did you learn from it? 


Making poker chips for Michael Jordan.  That job nearly killed me.  I was under a tremendous amount of time and mental pressure.  The client was not reasonable and they did not listen when I explained the time frame. I had 6 months of verbal abuse.  I learned not to deal with abusive clients, to explain time lines as clearly as possible along with all potential pitfalls, and that I STILL loved the product even after all of that because in the end the product and seeing it is still its own reward.


What’s a problem you’re still trying to solve? 


We are investing heavily in programming for all of our sales channels to make as much of our work as possible automated and non redundant.  I want us to connect and report to our clients as seamlessly as possible and support them with reports and dashboards that help them to make good decisions.


What and/or who inspires you?