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Progress and Predictions: the future of D&D

The news that John Hight, formerly of Blizzard, has joined WotC as the new company President has reignited the speculation that WizBro is moving into an online, subscription, micro-transaction model for D&D, and the hand wringing and finger pointing has been interesting, to say the least. Evidently, this is something D&D has wanted to do since 4th edition, but the technology wasn’t quite right yet.
I don’t know if the fuss is coming from Gen-X gamers who don’t want to play a game without firs shelling out $150 or more for hardcover books to have on the table, or from Millennial gamers who resent being nickeled and dimed to death online in-game, but either way, I think it’s doomed to failure, and here’s why:
As good as video games are, and continue to become, they will never be able to do in their coding and programming what I do in a split second in my head. Boom. Done.
That’s not to say that computer games are inferior; go play Red Dead Redemption 2 and tell me that you didn’t have a jaw-dropping time. At their best, large “role-playing” video games (I absolutely loathe that the video game industry has co-opted that term) are like a lengthy series of YA novels with subplots, short stories and a wiki fan page all rolled into one package. Video games can deliver a thrilling and sometimes emotional story, so long as it’s a story you personally want to experience.
Compare this to any role-playing game I’ve run in the last 39 years. Back in the day, when we were playing more frequently, my sandbox campaign was predicated on the players telling me what they wanted to do, and it being incumbent on me to provide them with something cool, on the fly, and make it fun. If my group decided, on a lark, to charter passage to the continent on the other side of the ocean, who was I to deny them the chance to travel? Only, now I’m responsible for coming up with a city on a coastline they can dock at, and fast. If they wanted to get off the ship, go into a tavern, eat lunch, then get back on the ship and go home, they can do that. I will, as a matter of course, ensure that the passage home is fraught with peril, and no, Brock, that’s not a punishment, okay? It’s not my fault you rolled a random giant squid for your wandering monster.
That’s the difference in a nutshell, and it’s universal for any rpg setting out there. When you play Skyrim, you are locked into being “the dragon born” (eye roll) and sure, you can go bang out that thieves guild quest, but the second you leave town, some dragon is going to land right next to you because you’ve been ignoring the main story, but the main story isn’t ignoring you.
That experience, that sensation of being able to do virtually anything (with consequences, of course, you can’t just go around in my game and start murdering people. What do you think this is, Grand Theft Auto?) is what initially attracted us to role-playing games in the first place. There wasn’t a good computer option; Atari’s Adventure was anything but.
This is what we were promised… Now WizBro is working diligently on this new online D&D platform, complete with a robust character creator, the ability to build dungeon settings, and the interactive play environment similar to all of the other ones in the market. Build a character, put him on the map, and the DM, who lives in Bakersfield, talks into the mic and reads the flavor text aloud while you stare at a screen.
That may be fun. And it will certainly be novel. But what happens when I want to build a unique dungeon that is outside of the pre-loaded elements in the game itself? Are they going to let the community make the assets that would create a floating city? Or an underwater kingdom? I don’t know, but this is a fact: they only have so much digital storage space, and we only have so much computing power at our disposal. Maybe that’s part of the appeal; after all, the 5e default setting is one of the most generic, uninspired and lackluster environments out there. This isn’t a grimdark complaint; it’s a complaint about how they have aimed for the center of their demographic, hoping to cast the widest possible market share. In this new digital platform, I’ll be able to subtract (by mere omission) from the base assets, but I won’t be able to add anything, will I? Or won’t I? I have no idea.
The cover art to the 6th edition PHB But I do know that I won’t be able to create things on the fly, nor adjust things on the fly, nor pivot when the group decides to do something else that session. If I’m playing D&D online, I’m the game’s operating software, nothing more. On their app, I’m merely a not-as-cool version of Skyrim.
My prediction is this: the game, when launched, will pull a percentage of people out of tabletop gaming and we’ll never see them again. It’s not the percentage D&D thinks it is, not at first. I think most people my age or thereabouts will give it one chance and then give up, if they do even that. The very young demographic will embrace the technology, and they will love it, until they get bored with looking at the same dungeon walls, the same black dragon, the same orc chieftain miniature in the digital space, and they will drop it and get a proper video game. What they won’t do is dial back to analog gaming. These two playing experiences are going to be the new “edition wars.”
I don’t know how long it will last. My guess is it’ll be mothballed by 2028. Role-playing games, on the other hand, will continue to build on this Second Renaissance that started when WotC blew up their own brand and decimated two decades of goodwill back in 2021. I’m mildly curious to see if the digital app will bring anyone into tabletop gaming. It would be an ideal gateway to other things if the players decide they want more out of their games.
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Chessex Stories: The End is Nigh
Our time in California amounted to somewhere between a year and a year and a half. I remain grateful for every second I spent there, every friend I made, and what lessons I learned from the experience. I got engaged, and then the engagement broken off during that time. I got to travel all across the country and visit exciting locations such as Fort Wayne, Indiana, Malvern, Pennsylvania, and Columbus, Ohio. I flew through Chicago so much that I have a lasting opinion about O’Hare International Airport, and it’s roughly analogous to Dante’s version of Purgatory.
When we weren’t on the company dime, Weldon and I explored the Bay Area. We ate at probably 20 or more different Chinese restaurants, no two alike. We were on the hook to entertain visitors, which meant we got to see Alcatraz multiple times, and the sea lions at the pier. I went to every bookstore in the East Bay and SF, and this was back when Other Change of Hobbit, Dark Carnival, and Rory Root’s Comic Relief were all a going concern.
We had a place we could retreat to, a brew pub called The Triple Rock, conveniently located about three blocks from our apartment in downtown Berkeley. We were regulars there, sometimes as often as three or four times in a week. This was the first bar I’d encountered that made their own beer, and it was wonderful, and the reason why I’m a beer snob to this very day. We got lessons on what to drink and what it should taste like from the folks that worked there, but our favorite bartender was a guy named Tom, who lived in Texas for a while. He and I could talk about the Dallas Cowboys, back when that was the thing to do. Once every so often, we’d both walk into the bar, sit down, and Tom would walk over, take one look at us, and draw us a pint. “This one’s on me,” he’d say. Good guy, Tom.
This place was our church. It kept us going through the dark times. On weekends, we hung out on Telegraph Avenue like old hippies and went to Moe’s and Rasputin’s. Weldon liked to feed the squirrels on the UC campus, and it’s a freaking miracle that he’s still got his eyes and his lips. I took public transportation to see KISS avec make-up in San Jose (thank God I knew the way!) And we were devotes of the UC theater on University Drive and their different double features every night. Some of my singularly best movie going experiences happened in that theater. Just to keep us on an even keel, we watched a lot of Shaw Brothers Kung Fu movies while eating cheap Chinese food from this place around the corner. It was magnificent.
The UC Theater was our other other second home. Our world in Berkeley was this four-block square area from Shattuck and Addison over to University and the edge of campus. In that small section of downtown, we had: Comic Relief, Sushi a Float, Other Change of Hobbit, the UC theater, the Triple Rock, two very different and beloved Chinese restaurants, a Ben & Jerry’s, a Starbucks, a separate bodega with coffee and breakfast sandwiches, a Taco Bell, and the downtown Berkeley BART stop, allowing us to go anywhere in the Bay Area that the subway went. For us, during that time in our lives, it was magical.
Work, on the other hand, was a decidedly mixed bag. There were other small successes during this time period. Chessex expanded into Euro games, which are everywhere now, but back then, they were these gorgeous, complex things that no one had seen before. We also started carrying Italian Tarot decks from Dal Negro, one of the largest producers of tarot, and they were all gorgeous, ranging from rustic to outright fantastical (the Fairy Tarot is still a favorite of mine, just because of how clever and cool the card art is).
It wasn’t all bad. But when it was bad, it was terrible.
Astute readers may have gathered that there was a cashflow problem with Chessex Manufacturing that started long before we were working there and continued well after we left. Our paychecks were adequate but there was a constant danger of there not being enough dough in the bank account to cover everything, like payroll. I distinctly remember us getting our checks on one Friday and being dismissed early, as we were told to “run and deposit them while you can.”
Money motivated nearly every creative decision we made, and it even drove a lot of my ad copy. Everything was urgent. Everything was also great. No, really, true believers! I felt like Stan Lee sometimes, spinning plates and rah-rah-ing it up for the company.
Most of the decisions for what happened to Chessex Manufacturing and later the whole company can be laid at the feet of Don Reents. As these things happened nearly 30 years ago, I’m sure I’m not speaking ill of the current version of Chessex Manufacturing, or even the current version of Don. It’s ancient history, so I’m going to talk about it historically, and with my butt firmly in the Monday Morning Quarterback chair.
Don came up through retail, and as such, he was always on the lookout for a good deal. Quantity at a discount was his kryptonite. That’s how Chx Mfg ended up with games like Skyrealms of Jorune, Albedo, and Sherlock Holmes, Consulting Detective under the same umbrella that sold lead figure cases and blank wargame counters. It was a mishmash born of opportunity.
Don was also a chess master, and what he did well—what he was best at, really—was his ability to see four or five moves down the line. That is how Chessex Distribution expanded so rapidly that it scared the shit out of the other regional distributors and even Diamond Comics. All of those warehouses were all doing very well, when they didn’t have to prop up Chx Mfg so we could, for instance, buy vinyl to make Battlemats or pay a customs bill to get pallets of Indian hardwood chess sets off of the docks. Sure, those chess sets were expensive and we had to order a three-year supply at a time to make it worth shipping, but on the other hand, they took forever to hand sort, didn’t sell that quickly, and ate up a lot of resources. Clearly a win-win for everyone
Probably the most galling thing about all of it was that both me and Weldon were hired for our expertise, and then that expertise was rarely utilized. In fact, it was just the opposite. We both came from retail sales, and both of us were veteran gamers with years of experience working in and around creative people, artists and writers. This should have been our first grown-up dream job. Instead, we ended up fighting a company that hired us, but didn’t want to use us.
We weren’t the only people frustrated with the company and its practices; folks in distribution were just as peeved about having to take junk product they didn’t need. Within a few months of me showing up, people started to drop off like flies. Stanley, the one man sales department, was the first one gone, but I don’t think that was a great loss. Stan had a thing he’d do on business trips where he’d disappear for a few hours and not tell anyone where he was going. After the trip was over, he’d break out his pictures he’d taken, and they were all photos of him standing next to pretty girls in front of gardens, fountains, etc.
One of the other people we worked with was the accountant for Chx Mfg, an older man named Bill. I don’t remember his last name, but I will never forget him—he had a low, nasal voice that was reminiscent of Burgess Meredith’s Penguin, if the Penguin had never laughed at his own maniacal plots. He spoke in almost a deadpan monotone, which wouldn’t have been so bad, if he didn’t also have a tic—his eye would occasionally twitch so violently that it would slightly jerk his head to the right, and his hands would occasionally shake. It was impossible to to not notice. Me and Weldon just assumed it was Parkinson’s. He was usually in his corner of the office, head down, working whatever magic he possessed to try and shore up the company’s scattershot finances.
This was all well and good, unless he lost his cool. Then he’d stand up, unleash a torrent of profanity, in that same nasal monotone (only much, much louder), and he’d slam things around on his desk: “God-DAMN sonofaBITCH What the HELL bunch of SHIT!” and then he’d stalk off to Fitz’s office or to the break room for a cup of coffee.
The first time he did it, I thought it was a bit or something, and I started to laugh, but Monica, one of the employees who worked for Castle Books, the book side of Chessex Manufacturing, caught my eye and shook her head. Evidently, Bill exploded once every couple or three months, and the company policy was to just let that grenade go off and pretend like it didn’t happen. I saw that sideshow act twice before Bill finally put in his notice. He wasn’t the first one to go, but he was close.
Tellingly, Weldon and I bumped into him in public a few months later, and we both almost didn’t recognize him because he was smiling, a thing we’d never seen before. He greeted us warmly, another thing we’d never seen. We talked to him for several minutes and this is the clincher: Bill didn’t twitch at all during our visit. No tics, no shakes, nothing. We bid him adieu and I said to Weldon, “I wonder when our tics are going to start?”
Monica and Patti of Castle Books, at Halloween. As people dropped off of the payroll, we had to take on additional jobs, some of which were so all-encompassing that they took us away from the things we were supposed to be doing. We stopped being polite about it.
And lest anyone think otherwise, we weren’t always nice. Sometimes, we could be real assholes, cocky, maybe a little too confident, and brash. In other words, Texans. I know we rubbed folks the wrong way occasionally, and I’m truly sorry that y’all didn’t get us at our best all of the time. I know we weren’t always the easiest people to get along with. We liked nearly everyone we worked with, even the goofy people. By that point, it had stopped being fun, and that frustration had to go somewhere.
“Don is a POOPIE?!”
One of the last things we worked on was a Arrows of Chaos pendant, made of pewter, that was the latest in a line of jewelry for gamers. We were in charge of its design. Weldon wanted to use the square logo he’d created as a basis, but it was a bit too plain. We decided it would look cool with runes on the four sides of the square frame that the pendant sat on.Sure, I could have looked up some Norse runes or some sort of font or cipher, but I had another idea, and I was bored enough to give it a try: I made my own runes. They weren’t great, but they looked runic enough that we could write with them on the border and fill it up. It looked good, hand-made, which was what we were going for. Everyone signed off on the design and we sent it to the jewelry maker.
Only after we did that did we take the illustration in to Patti, the head of Castle Books, and showed her the design.
“I wrote these runes myself,” I said.
“Cool,” she said, looking at the drawing.
“Can you decipher what it says?”
She squinted. “Um…something…it looks like ‘Monkeyhead’ and ‘Well-Done’…”
“Good! What about that part?”
Now that she’d seen the runes, it was easier to decipher. “Does that say… ‘Don…is…a…Poopie!?’”
“I told you she’d figure it out!” Weldon said.
Patti was aghast. “You can’t do that!”
“It’s done,” I said.
Patti looked ready to throttle us both. “Oh my God! We’re going to get fired! What is wrong with you two?”
“Relax,” I said. “Fitz loves you. If anyone’s going to get fired, it’s us.”The pendants came back from the silversmith, and they were fantastic. The runes looked even better than the artwork, because of the sculpty-crafty mold making process. We shipped them out to the warehouses and no one was any wiser. Patti, if you’re reading this, I’m sorry for the minor heart attack. I told you folks, we were assholes. I do think some of it was justified assholery, though.
After Banemaster sales stalled out (about thirty minutes after they hit the warehouses), the pressure increased exponentially to produce something that we could sell that would pay for tens of thousands of dollars’ worth of unusable orange and green cards. The speckled dice were paying for themselves, and the other products were slow but steady sellers. Nothing to provide a splash of cash in a flash.
Attitudes soured. We were practically camped out at the Triple Rock. The new person in charge of production was an outside hire because no one who was left wanted the gig, for it was the Hot Seat. This new head of production didn’t know us and also didn’t know the business at all. We clashed, frequently. We were tired of fighting. Weldon tendered his resignation and about four or five weeks later, I followed suit. We made a brief, pyrrhic attempt at looking for another job to stay in California, but we knew what we really wanted to do. We rented a U-Haul (a 21-footer this time), threw everything in the truck, and drove back to Texas, a little older, a little wiser.
I don’t have a picture from the return trip, but this was taken on the way out to Berkeley. We were in Bakersfield, California, and it was a sobering and revelatory experience. What Happened Next
I returned to Austin, and Weldon fell back to Dallas. We both got other jobs and got on with things, thus ending our personal and professional partnership of several years, but I am pleased to say we are still best of friends.Other people followed our exodus, but a few folks held on until the bitter end. Gilbert finally got a chance to do some product development, based entirely on Weldon’s speckled dice color charts and theories. Their Area 51 Speckled Dice set was made out of all of our leftovers. The one thing Gilbert did right was a Call of Cthulhu dice pouch and dice set. The pouch had the old Call of Cthulhu RPG logo on it and the dice were the Ninja speckled dice with bilious green ink. They were really good looking and the bag was sweet. A solid product all around.
Gilbert’s swan song. Notice the 4 d6s? That wasn’t done back then. The last person to leave was Robert, the warehouse manager, who had been filling and shipping orders all by himself for several months. Everyone else was gone. I didn’t mention many of the other employees from back in the day, but they were all weird and wonderful and odd and sometimes, so very Californian (in the same way that we could be very Texan), and I loved them all. Most of them. Okay, many of them. I certainly bear no one any ill will and for the folks I still occasionally speak to, I’m grateful to still have them in my life.
Chessex Distribution merged with The Armory, a former competitor, to form Alliance Game Distributors, in 1998. I don’t have any details, but I don’t think it’s a stretch to figure out what happened and why. Two years later, Alliance was bought up by Diamond. Don kept Chessex Manufacturing for himself, and it’s still around to this day, making all kinds of dice, speckled and otherwise, as well as a modest line of tried-and-true accessories, like Battlemats and Megamats, figure storage cases, etc.
I hate that for Don. I really do. He did something that was a thumb in the eye to the industry. He created a national game distribution network during a time of rapid expansion and growth in the market. If you started gaming in the 90s and you bought your gear at a comic shop, or a place called The Dragon’s Den, or The Ogre’s Closet, or some other name like that, there’s a near 100% chance they were buying their products from a Chessex distribution warehouse.
Some of the policies at the distribution level were implemented so that fly-by-night bottom feeders who wanted Magic: The Gathering cards because they were “hot” were denied from opening an account with Chessex so that more cards could go to legitimate game and comic shops when they finally came back in stock.
Existing hobby shops expanded their lines and added locations. More new game stores opened up. More comic stores started carrying role-playing games because it was suddenly very easy to get them. That happened because of Chessex Distribution. That should have been Don’s legacy.
Now, most of this stuff is lost to the annals of time: the stories, the products, the history, all of it. No one cares about what happened to a game distributor nearly 30 years ago. In today’s culture, that might as well have been the Triassic Period. If anyone is going to talk about the 90s, it’s usually a World of Darkness conversation, or a brief mention in a larger discussion about the history of Magic: the Gathering.
Most of what we sold to game stores would come under the heading of consumables. Accessories. We didn’t publish a major role-playing game or a beloved customizable card game. We made cool dice, fun little kits, and not much else. A few of those products still exist; dice colors mostly. That’s cool. I’ll always be proud of the fact that we were able to contribute in some way, however small, to anyone’s fun time at the gaming table.
Flying home. This kind of shot was a lot harder to do with a disposable 35mm camera. My profuse thanks to Weldon Adams for helping jog my memory, for fact-checking me, and for providing some great candid photos from around the office. We really shook the Pillars of Heaven. No bullshit.
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Chessex Stories 5: Our Greatest Hits and a Few Misses
One of the reasons why I’m writing these stories down is because of the ephemeral nature of the role-playing game industry. It’s great that we have so many sources for things like Dungeons & Dragons and the other tentpole games that defined an era. But for every TSR rags-to-riches-to-rags story, there’s a hundred tales from smaller game designers and manufacturers that run the gamut from hilariously ribald to a cautionary tale for others who might try to walk the same path. Chessex Manufacturing in the 90s was just such a place.
It should go without saying that these recollections are mine and mine alone (with an assist from Weldon and others who were in the same space and time) and should be taken as such, without any acrimony or residual anger. Unless I’m venting. You’ll know it when you see it, because there will be much more profanity strewn about.
Marching Orders
Weldon was brought out to Berkeley from Austin with a specific mandate in place—find a way to make new products as cheaply as possible that Chessex Manufacturing can sell through their distribution system. A somewhat tall order, but nothing that Weldon hadn’t done before, many times, in other jobs.That mandate came with a bit of a learning curve. Weldon was surprised to find the place operating in a very “seat of the pants” way. For instance, no one at Chx Mfg had any idea how much money their various products generated for them. That was one of his first big projects; he did a cost analysis on everything in the warehouse and was surprised to find that some things were making as small a profit as 9%. A couple of items on the list actually lost money.
Feel free to skip over this section as I explain to the uninitiated how products are costed out. There’s a very simple “Rule of Fifths” that states your retail price should ideally be five times your total cost to manufacture. If you make a widget and it costs $1 to assemble and package, it should ideally sell for at least $5. Here’s the breakdown: you aren’t selling your product to the end consumer. You’re selling the product to the distributor, who then marks it up so that they get their percentage, and then they set a discounted price that is bought by the retailer. If he bought it from a Chessex warehouse, his discount was 50% of retail. He then marks the widget up to the retail price (or a little under or a little over; that’s the prerogative of the retailer). You come into the store and go “Five bucks for a new widget? What a bargain for me!”
Everyone makes money. We double our $1 manufacturing cost, selling the widget to distribution for $2, which they then mark up to $2.50 and sell it to the retailer, who puts it out for $5. Get it? And for those of you unfamiliar with how the supply chain works in America and think that the distributor is getting the short end of the stick, remember that the 10% markup is for every single item they sell, so it’s a volume and quantity calculation.
So, some of the items that we were selling barely covered the cost to make it. Using the above numbers, that widget only netted Chx Mfg nine cents.
Weldon showed his findings to the production staff and management alike. They were taken aback and confused. No one had ever done anything like that for any of the extant products. They just called the place up that made the thing that they needed more of, and that was it.
It didn’t take much to convince the powers-that-be to stock making the few items that were losing money. A price bump on a few items improved our margins. And while there were a few legacy items, like the imported hardwood chess sets, that we weren’t allowed to mess with, it didn’t take much work to make a few things more profitable.
Chris, myself and Patti, working on…something cool, I’m just sure of it. What Have You Done For Me Lately?
By the time I had joined the staff, Weldon had a system in place. He’d been doing it alone, but now that the other half of his brain was here, I became a sounding board and a second opinion for him. As with most creative endeavors, people who aren’t creative don’t understand that 85-95% of the work is done in one’s head. That’s why you’d walk by Weldon’s desk and find him staring at a bag of glass stones, or fiddling with a bunch of dice, arranging them into ROYGBIV order.Broadly speaking, everything we did at Chessex Manufacturing fell into three general categories, arranged by order of difficulty. The easiest thing to do was to take existing products or things that could be acquired with little difficulty and recombine them into new things. There were a shit-ton of loose components in the warehouse and any time we didn’t have to buy something new, that was a bonus. The next least-expensive thing was printing on a product we already handle. We leaned on that a lot. The biggest projects involved paying for new artwork, printing, etc. You know, publishing.
DragonskinsCollectible Card Folders
An earlier Chessex product, well before our time, was Dragonskins, a vinyl cover for your hardback gaming books, designed to protect them from scuffs, wear, tear, and spills. The vinyl slip-on cover featured artwork printed on the front so that you could still be nerdy when you were walking around with the Dungeon Master’s Guide in your hands.Those products had come and gone. They were a thing, once, but by the time we got there, they were emphatically not. Despite having some great art on them, my favorite being the Cthulhu bust drawn by future Stan Winston Studios concept artist Miles Teves (he also did the gorgeous artwork for Skyrealms of Jorune), there just wasn’t a lot of demand for them. The reason was not the fault of Chessex, but rather, Wizards of the Coast, who changed size of the 3rd edition hardbacks and made them thicker and juuuuuuust outside the tolerances of the vinyl covers.
Deathless prose from the product catalog. But check out that Cthulhu art, man! Instead, people had hundreds and hundreds of Magic: The Gathering cards, and no place really cool to store them (not at first, anyway). Weldon played with in and found that the Dragonskins would fit snugly around a three-hole punch paper folder, the kind you use for book reports in school. By taking a Dragonskin and installing it around the folder with five nine-pocket sheet protecters, you had yourself a card binder, slim profile, easy to carry and you could add pages if you wanted to.
The folder inserts and the 9-pocket sheet protectors were a bulk purchase. The Dragonskins were already printed. And the finished product wasn’t expensive. These were quite popular and we blew out a ton of dead stock with it, and I do mean a ton.
The All-Seeing Eye
One of the big non-Magic: The Gathering card games (well, maybe not that big) was Steve Jackson’s Illuminati: New World Order, which amounted to the old card game rewritten so that every player needs a deck instead of drawing from a communal deck. Simple, effective, and about twenty years ahead of its time.The game made use of a lot of tokens and counters to keep track of resources. Weldon designed “World Domination” accessory pack, which included two dice (one of which had the pyramid on the 6), glass stones, some special “link” tokens, which were wooden pyramids, and a dice bag with the all-seeing eye pyramid printed on it. None of those components required any heavy lifting; they were available and affordable. We asked Steve Jackson if we could use their logo and they said “sure,” and we were off to the races. It wasn’t our best-selling product of all time, but it did sell, and we didn’t lose any money on it.
Printing on things was an easy way to come up with a customized item. Anything that could be stamped, inked, screened, or etched upon, we did it. We made a number of dice pouches with slogans on them that were instant hits. This was partially for branding purposes, but also because we hadn’t seen anything like it in the marketplace at the time. We made sure to put “You can never have enough dice” on the large velour pouch. We charged more for those pouches and they still flew off the shelves.
The Ankh of Chaos
One of the proprietary elements of Chessex was the “arrows of chaos” logo design, which they wasted no time in slapping on Dragonskins, dice, and anything else they could think of.The design combined the ankh with the arrows of chaos and it was simple enough to be recognizable for what it was and also unique enough that we could slap it on Dragonskins, coffee cups, t-shirts, and our big seller, a champagne flute that could be used to hold red glass stones for people playing Vampire: The Masquerade. We even made pewter jewelry out of the design, which looked very cool, indeed.
How that happened is kind of funny. In a production meeting that included Don, he informed the table that the legal department said the Chessex logo is too generic and thus can’t be copyrighted, and can we redesign the logo to be more protected? “So, I guess we need to start thinking about logo ideas,” said Don.
Behold! Chaos Lives! Weldon started drawing. The meeting went on, and at the end of it, Weldon showed Don the two designs he’d quickly sketched out. Don approved them on the spot, and that’s how the Ankh of Chaos came into being, not as a corporate logo, but as a thing we could merchandize.
The other logo was a square that enclosed the compass rose, and that was used for a while; we even made a pewter pin of that design. Gradually, they went back to original logo that Weldon had tweaked while he was at Chessex Southwest, which was nothing more than the stretched out arrow pointing east and specifying what branch of the company underneath it: Southwest, Midwest, East, Manufacturing, and so forth.
The Whateley Brew Haus
My last project that I worked on for Chessex Manufacturing was my favorite. We had a handshake deal to do stuff for Chaosium at the time, but we wanted to do something that was a familiar product, but in a different way. Weldon and I were regulars at a local bar called the Triple Rock, one of the first places in the Bay Area to make their own beers.As you can well imagine, they sold completely through their initial print run. In the midst of trying to get them to reorder the glasses, for Crom’s sake, we slapped the beer labels on t-shirts and they sold briskly, as well.
My idea was this: what if we came up with barware from a fictitious bar in Arkham, Mass, and made up some specialty craft beers to go with it? It had a similar sub-culture cache as the t-shirts from Miskatonic University, only it was something that was not present in the marketplace. Thus was born the Whately Brew Haus.
I got to take the lead on this because I envisioned three different beer bottle labels: Arkham Pale Ale, Dunwich Dark, and Innsmouth Stout (with the slogan, “Taste the Taint.” In hindsight, that particular phrase has not aged well…but at the time, we all thought it was hella clever) along with the logo for the fictitious Brew Haus itself. The art elements on the beer labels are all public domain sources. That cloven hoof, for instance, is from a Gustave Dore Bible illustration plate.
Because I just love a good hoax, I wrote up a quick, totally bogus history for the venerable beer joint and made it sound like there was something more to place than just quality craft beer. Our initial plan was to print the labels on pint glasses, but Weldon noticed we could also get a glass pitcher imprinted, so we offered a set—one of each pint glass and a pitcher to go with it.
I regret that I didn’t grab a set for myself. I’ve scouted them for years, but when they infrequently appear on eBay, they always fetch high prices, even for Cthulhu-ized merchandise.
Swing and a Miss
There were several projects we didn’t get to do for one reason or another. That one reason was usually a lack of funds, but sometimes there were other roadblocks, as well. And by “roadblocks,” I mean Don.In the category of “so easy to do we just need a label,” Weldon got the idea of matching a bunch of d6 dice to the colors of a University and selling them to bookstores and spirit shops as “Liar’s Dice.” We wanted to actually brand the dice with logos or mascots—a longhorn silhouette in place of the “6” on the University of Texas dice, for instance, but the cost of making new molds was prohibitive. Better to stick with colors and just sell the dice in an all new market that we’d not ever tapped into.
I don’t remember why they nixed that idea. Maybe it wasn’t “sexy” enough. Granted, it wasn’t that exciting an idea, but we knew it would have generated money for Chx Mfg. We tried to convince them that selling existing dice to a new segment of people was the same as inventing a new product, even better, because there’s no shortage of dice at the warehouse. It would have created some challenges down the road, because at the time, there was no Burnt Orange urea to make UT dice from, but that was a downwind issue. We could’ve put Berkeley dice together with what he had and put them in the gift shop as a test market.
After we were both gone, one of the last things they did was to put out a brick of d6 dice with a small booklet of dice games you can play. The whole thing came in a weird little wooden box. It was certainly in the vein of our idea, but no one in the game stores needed more d6 dice when they already had bricks of them.
I mentioned in an earlier post about the Endangered Animal speckled dice I pitched. The idea was to donate a percentage of our sales to the World Wildlife Fund so we could glom onto their advertising and their supporters. The dice themselves would be based on the colors and patterns of six endangered animals, like the Mountain Gorilla (black and brown speckles with white ink) and the African Rhino (light gray and dark gray speckles with black ink). Plenty of animals on the list had crazy color combinations that would have looked so sweet. Who wouldn’t have wanted Bengal Tiger dice? Come on!
Two things killed the project—this would have meant surrendering control of the speckled dice production over to us so we could select the colors and inks that would simulate or suggest the animal they represented. There was to be some precision there, because we were basing color choice on a real thing, and not slamming colors together nilly-willy and going, “Uh, that one looks like blueberries.”
Even if they had been willing to hand us the metaphorical keys to the dice factory, there was the problem of the World Wildlife Foundation, starting with the size of the donation needed to make use of their logo, which was cost prohibitive. When we said, “Okay, we’ll ditch the WWF and just do the dice,” they said, in not so many words, “See answer number one.”
The two biggest projects, the ones we were ostensibly tasked and hired to create? A card game we could bring to market and a role-playing game that the company would own. Neither project came to pass. That’s another story.
*edited to add the reason why the Dragonskins were dead stock (thanks, Weldon!)
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Table Talk: Chessex Stories – Ork Flesh IS Flesh!
Showing up for work at Chessex Manufacturing, in Berkeley, California, in the mid-90s, was exactly the kind of adventure I thought I should be having in my twenties. I’d moved far enough away from my comfort zone that everything was noticeably different. There used to be a tourism slogan: “Texas. It’s like a whole other country.” When we stopped using that phrase, we should have gifted it to California, because every day was like waking up on one of Neptune’s moons.
They were just…different from us. Not in any obvious way; it was a mindset, or maybe an attitude (and yeah, I know, I know, I can hear what that sounds like, okay? I’m not oblivious to the fact that the exact same thing could be said about us…and was.)
This was not helped by the fact that Weldon and I share a brain. We used to refer to ourselves as Earth-1 and Earth-2 because, aside from a slight age difference, and different clothing and appearances, we were functionally the same person. This made it very easy to live with and worth with Weldon, because we could finish each other’s sentences, we knew all of the in-jokes and references of the other person, and we also shared a similar sensibility about most things, creative and otherwise.
Me being in Berkeley was a big help to Weldon, but it made us difficult to deal with. We were a voting blockade on creative decisions and more than once, things got heated in the Monday meeting. Mostly, it was garden variety office politics, but every once in a while, we found ourselves in a needless argument over the dumb stuff that we were dispatched to put the kibosh on.
Magic Wand Paints
Back in the 90s, the dominant power in miniature wargaming was Games Workshop, and they were pretty universally disliked across the board at the retail level and distribution, too. They were difficult to deal with, expensive for both retailers and consumers, and set up to gouge their customers by retooling the various factions in Warhammer to make them the new, “tournament legal” armies to play with, until six months from now when another faction gets a boost and players have to buy all new stuff to keep current. If that sounds kinda like what collectible card games do these days *Cough*magicthegathering*Cough* that’s because they learned it from Games Workshop.
And get this: Games Workshop was only too happy for retailers to buy their stuff from them…at an exorbitantly small discount. So small, in fact, that retailers would have to charge more for models and games in order to make any money. But hey! If you lived near an actual GW retail store, you could get all of their stuff, at the proper retail price! What great guys they were! Someone, I think Don himself, might have negotiated a more favorable percentage for Chessex Distribution, but it was still less than 50%. We had to list all of their stuff at a net cost (I think it worked out to 40% off retail).
Their dominance in the miniatures marketplace extended into accessories, such as Citadel paints—still considered the gold standard by so many wargamers. Chessex had its own paint line, called Magic Wand Paints, and they were really good—maybe not superior to Citadel paints, but certainly comparable. It was a good product, less expensive than the competition, but no one really knew about it, such was Citadel’s hold on the marketplace. One of the ways we could slap them back was by selling the Magic Wand paint line at a reasonable price point. Weldon came up with a great slogan for the paint: “Because your Distributor Should Never be your Competitor.” Boom, sucka!
From the full-page ad we ran in Dragon #230. Note the chin music at the top. To make matters worse, we had something of a control problem. The original paintmaster had left, and his apprentice was having a ball coming up with new versions of blue and green—his favorite colors. There were, I think, like seven different shades of both. It wasn’t really a coherent line of paints. Before I had arrived, it became necessary to fire the apprentice, after they found out he’d moved some pallets around in the back corner of the warehouse and was living there. Cot, hot plate, a couple of books, you name it. He also had something of a substance abuse problem and so it became necessary to fire him and move him and his accoutrements out. The new apprentice was his helper. He did not have a substance abuse problem, and so we were off to the races.
The first thing Weldon did was to organize the colors. He re-numbered them to be consistent and ensure that similar paints were in the same number range. He made a chart, using the paints, grouped along color and shade: colors, neutrals, metallics. He even designed a paint rack for retailers who order a starter kit, filled with the most popular and useful paints. It was very nice, and comparable to the Citadel line. Now, all we needed was consumers to buy it.
As you can see, it was a robust line of paint colors and types. The first thing Weldon came up with was a starter kit: three paints and a mini to paint so that people could try Magic Wand out for themselves. He presented the idea to our boss, who balked at the idea of spending money on miniatures. No problem, said Weldon, we’ll get the mini companies to give us minis in exchange for a plug. “Babe, no one is going to go for that,” our boss said.
One thing that Weldon and I have in common is that we hate people telling us what we can and cannot do, especially when it came to stuff like this. Weldon went away and called Reaper (a Texas company that he had a contact in) and he explained the idea to them, and they said “hell yes” before he’d finished the pitch. Come to think of it, a lot of the products Weldon came up with were a result of someone in the office going, “We can’t do that!” Hold my dice bag, chum.I don’t remember how many starter kits we made, but they were grouped around the minis themselves. A bone color scheme for the skeleton, green paints for the goblin, etc. We wrote some simple instructions, talking about applying the base color first, and then thinning the darker color to create a wash, and then dry brushing the lighter color over the raised areas. Pre-YouTube, when people had to read stuff.
Another catalog page with the starter sets listed. Note: “Alien Tyrant” was for Warhammer’s Tyranids, which was the big army everyone was playing with at the time. We REALLY wanted their market share. The starter kits were priced right—basically the cost of the three paints. We used minimal packaging, a wrap around cardboard sleeve on three sides, shrink wrapped to the bottles. It looked nice, and really showed off the paint colors. Ral Partha also sent minis for us; it turned out all of those miniatures companies had tons of spare minis lying around, doing nothing (surprise, surprise). These kits sold out and were very popular.
This led Weldon to come up with his next big idea: a six-color paint set, using basic shades, neutrals, and metallics. This time, no one said anything contrary.
Well, almost.
Our production manager was a guy named Joseph. He was probably my age, give or take. He was a very nice guy, and he was pretty good at his job, which was making schedules and pricing out components. But Joseph had this very annoying habit of wanting to put his two cents in wherever he could, and he’d float an idea out, any idea that came into his head, and then he’d plant his flag and prepare to die on that hill. That way, Joseph could point to whatever change he’d made in a project to justify his existence; a tangible way that he could prove he had contributed to the process.
The Monday Meeting
We’re going over the status on all of our projects, which changed from week to week. Weldon was showing everyone his six color sets, wherein he explained his rationale and his desire to keep it simple at first, and then if these sets went over, expanding into other color schemes. “We can produce a Flesh set,” he pointed out, “since we have exactly six flesh tones from pale to dark. It’s perfect,” he added. “We can sell this to the historical wargamers, since they need flesh tones for all of their soldiers.”
Joseph’s eyes lit up. “You can include Ork Flesh!”
Three decades ago, orks weren’t sexy. They were green. Our ork flesh paint was a deep, rich, swampy green, closer to bluish rather than yellowish. It was a good green. But it was not neutral flesh color. It was, and I cannot overstate this, green.
When Joseph suggested that the green Ork Flesh paint be included in the beige-brown-neutral Flesh Set, it was as if the needle scratched across the record. Weldon took a beat (to his credit) and said, “Well, not that one, since it’s green, and this would be a flesh colored set.”
“But Ork Flesh is a flesh color,” Joseph pointed out.
“But it’s green,” Weldon said.
“But we call it Ork Flesh. Therefore, it’s a Flesh,” said Joseph, now fully committed to his premise. “It says ‘flesh’ right on the label.”
“It’s not really a flesh color. We call it ‘ork flesh’ because it’s a shade of green you can use to paint orks with. It’s not really a flesh color,” said Weldon, now well into a slow burn.
“I’m not trying to be difficult, here,” said Joseph. Weldon shot me a look and I had to bite my lip to keep from laughing. “But it’s called ‘Ork Flesh’ and…” he looked around the table, hoping for a sympathetic eye. There was none.
The idea that Joseph didn’t think he was being difficult was too much for Weldon, who kinda snapped and said, “Okay, where do you think this ork flesh should go in the kit?” He indicated the line up of all the paints he’d assembled as a prototype, which were arranged from light to dark. “Joseph, if you put a green paint in this beige line up, it’s going to look stupid. We’re going to look stupid.”
“I don’t see how!” Joseph knew he was in an argument at this point and he was certain he had no idea how he’d gotten there.
This went back and forth a few times, each time increasing in volume, until at last, Weldon could take no more. “Okay,” he said, all pretense of composure gone, “you go outside and if you can find me one person with this color of skin, I’ll put it in the flesh kit!” He waved the jar of Ork Flesh around emphatically.
Our boss came in shortly thereafter and concluded the meeting, as our “spirited conversation” was audible throughout the office. We won the day, in the end, and the six-color paint sets did very well, too. And no one ever called us out on our flagrant omission of Ork Flesh in the Flesh set. But that argument was indicative of our time there; a tremendous amount of drama and slap-fights over dumb stuff like that.
Weldon’s best idea was one that never came to pass. He designed a square box for four paints that could be opened and reassembled into a small building to be used as terrain on the table. It would have meant printing graphics and all of that, and our charge at the time was to sell what we had, not make new stuff, unless it was new stuff that they wanted.
We produced the Magic Wand rack and starter set and ran an ad in Dragon Magazine (we had bought a year’s worth of one page ads) and all was well…until the law was passed stating that we had to label anything deemed to be a choking hazard, potentially toxic, or even just dangerous. There was already some blowback about naming the speckled dice, which looked like candy already, after food, like Candy Corn, Blueberry, Icing, Squash, Lemon, Mint, etc. Our paint was the other critical issue and we needed to protect ourselves from possible litigation. This involved first sending our paint off to be tested. It was made with base, pigments, and distilled water, but who knows how that would affect someone who pounded an ounce of Black Primer like a shot of Jägermeister?
Yet another catalog page from back in the day, this one featuring the wire rack Weldon designed. When the tests came back, it was about what we expected; the paint was not really safe to drink. I remember Weldon spending about an hour on the phone with Kathy, the company lawyer, trying to design a sticker we could put on the paint bottles. At one point in the conversation, Weldon said, “How do they even test for something like that? ‘Here, suck on this paint brush, will you? Oh, look, he died? We’d better write that down.’”
It took some doing and some tightening of the language but we ended up with the smallest possible warning label we could devise. It just wasn’t small enough. In fact, the sticker was so big that it wrapped around the entire jar of paint! So much for being able to see the nice colors. Weldon’s favorite line on the label was “May cause death in humans.” I’m sure Orks would have been fine.
