Hardware Podcasts

Exploding Kittens: Elan Lee. How cat-themed Russian Roulette changed game night forever

How I Built This · 22 Dec 2025 · 1h 27m

What this episode covers

Elan Lee, co-founder of Exploding Kittens, recounts how a card game born from a Sharpie and a deck of cards became a global phenomenon, raising nearly $9 million on Kickstarter. Lee details the company's evolution from a garage startup to a scaling business, navigating manufacturing crises, the dread of being a 'one-hit wonder,' and securing investment from The Churning Group and Asmodee to expand into IP and international markets. He emphasizes treating fans as collaborators and using interactive storytelling to build a cult-like audience, ultimately finding stability with the hit game Throw Throw Burrito.

Most relevant to

founders before launch and companies scaling up

Topics

Mentioned

Companies
Microsoft, 42 Entertainment, The Churning Group, Asmodee, Cards Against Humanity, Netflix
Products
Exploding Kittens, Halo, The Beast, The Oatmeal, Throw Throw Burrito
Tools
Kickstarter
Also
Matt Inman

Related episodes from other shows

Other shows on the same ground, closest first.

  • Thoroughly Considered · 49m

    134: Kevin Kelly Remains Undefeated

    Dan Provost, co-founder of Studio Neat, discusses his new custom guitar company, Offkilter Guitars, detailing the transition from hobbyist to small business, including sourcing parts from Warmouth and managing a fragmented manufacturing process. Myke Hurley shares insights from his successful Kickstarter campaign for 'Designed in California,' a historical podcast series with Jason Snell, explaining how pre-selling memberships helped fund ambitious production goals and overcome subscription fatigue.

    Crowdfunding & preordersStarting a product company
    8 chapters

  • Product Startup · 32m

    085: Scaling Your Product Up After Crowdfunding

    Ben Drury, founder of Yoto Play, explains how the company used a Kickstarter campaign to validate demand and raise $17 million in Series A funding. Drury details the transition from a Raspberry Pi Zero W-based prototype to a scalable product, leveraging early user feedback to refine the hardware and software. He emphasizes treating the initial 750-unit run as a stepping stone to gather data, attract investment, and build a community, rather than focusing on immediate profitability. The episode highlights the importance of unit economics, subscription revenue from Yoto Cards, and maintaining strong customer relationships during scaling.

    Crowdfunding & preordersFundraising & investors
    7 chapters

  • The Startup CPG Podcast · 1h 03m

    #75 Behind the Scenes of Equity Crowdfunding with tbh (+ Popadelics)

    Elena Guberman, co-CEO of tbh (co-founded by Noah Schnapp), details their successful equity crowdfunding campaign on Republic, which raised over $450,000 from 550+ investors with a $50 minimum. She explains the rigorous due diligence process, the strategic decision to democratize investing for Gen Z fans, and the operational challenges of scaling from digital-native to retail. The episode also features a mini-interview with Marilyn, founder of Popadelics, who discusses her vacuum-fried mushroom chip product, the R&D partnership with Rodeo CPG, and plans for nationwide retail expansion.

    Crowdfunding & preordersRetail, wholesale & distribution
    8 chapters

  • Thoroughly Considered · 45m

    25: Q&A

    Tom Gerhardt and Dan Provost, founders of Studio Neat, answer listener questions about their backgrounds at Frog Design and Potion, their transition from side hustle to full-time business, and their philosophy on maintaining a small, agile company. They discuss specific product challenges, such as the physics of the Neat Ice Kit, the limitations of CAD simulation for simple mechanisms, and the frustration with the AirPress packaging. The conversation also covers their marketing strategies, the tension between transparency and secrecy in product development, and their experiences managing Kickstarter backer expectations.

    Crowdfunding & preordersStarting a product company
    10 chapters

  • The Startup CPG Podcast · 38m

    Turning Customers Into Investors: A Popcorn Brand's Crowdfunding Playbook

    Tal Moore, founder and CEO of Popsmith, details his journey from selling candy as a child to launching a premium stovetop popcorn brand with his business partner Dave Stickland. He explains how $2.2 million in personal capital and a $1.6 million friends-and-family round funded the development of heirloom-quality poppers designed by Branch Creative, which nearly failed due to a massive inventory miscalculation. The business was saved by an Oprah's Favorite Things feature, leading to a successful equity crowdfunding campaign on StartEngine that allows customers to invest as little as $500. Moore emphasizes the importance of community involvement and avoiding undercapitalization to ensure long-term growth and profitability.

    Crowdfunding & preordersStarting a product company
    12 chapters

The summary, chapters and topics are generated from the episode’s audio by this directory, not written by How I Built This. The episode itself belongs to its publisher.