BOARD GAMES 3: What’s in a name?

Summary of BOARD GAMES 3: What’s in a name?

by NPR

36m•January 22, 2026
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Overview of BOARD GAMES 3: What’s in a name?

This episode documents Planet Money’s process of turning an economics paper (Akerlof’s “The Market for Lemons”) into a mass‑appeal party card game, produced with Exploding Kittens. The core game mechanic is asymmetric information: players propose deals and only partially reveal cards, driving distrust, bluffing and chaotic fun. The episode focuses on the high‑stakes phase of naming and theming the game for big‑box retail (Walmart/Target), the tradeoffs between instinct and data in that process, and the final (controversial) choice: Sell Me a Sasquatch.

Key takeaways

  • Game basics
    • Inspired by “The Market for Lemons” (asymmetric information).
    • Party card game: trading/deal proposals where only part of a deal is shown—creates bluffing, betrayal and lively social interaction.
    • Goal: design a fun mass‑market product that can get shelf space in big‑box stores.
  • Partner approach
    • Exploding Kittens: focus first on solid mechanics; theme and name come after the game works.
    • Naming/theming is treated as the other half of product development: critical for retail success.
  • Final decision
    • The chosen U.S. title/theme: Sell Me a Sasquatch (creature‑trading, cryptids and whimsical magical creatures).
    • International complications: “Sasquatch” may not be recognized in Europe; Exploding Kittens may create an alternate edition or accept regional marketing hurdles.

Themes and names presented

  • Early instinct: literal used‑car / “Market for Lemons” theme — rejected because car‑themed boxes risk confusing buyers (is it a racing or movement game?).
  • Exploding Kittens’ three mock themes:
    1. Misfit Mascots — trading odd mascots (King Ketchup, Mop Top, etc.).
    2. Creature/cryptid collectors — trading Sasquatch/Loch Ness/other magical creatures (eventually became Sell Me a Sasquatch).
    3. Cats-as-dealers — animals in suits doing dealmaker jobs (salesmen, traders).
  • Iterative attempts included many other names (car puns, swap‑meet nonsense) but teams repeatedly returned to Sell Me a Sasquatch.

Retail strategy & design constraints

  • “Three feet and three seconds”: Jamie Walansky (game retail consultant) framed the decision—consumers have about three seconds, from three feet away, to be drawn to a box and pick it up.
  • Core target buyer: millennial women, ~ages 28–44 — buying for immediate game night or as gifts.
  • Exploding Kittens’ selection process is largely instinctual/art driven (what “sticks”), supplemented by retail knowledge and some market signals (trendiness of cryptids).
  • Timeline pressure: to hit shelves for Holiday 2026, final theme/name decisions needed quickly (production and factory lead times).

International tradeoff and consequences

  • International teams raised recognition issues: “Sasquatch” is a North American term; EU markets may not identify the creature, and international sales are significant (20–30%+).
  • Options considered:
    • Translate the name (risk losing brand/rhythm).
    • Use a different regional title (creates extra design, localization and manufacturing complexity).
    • Push forward with Sell Me a Sasquatch for the U.S. and worry about Europe later — Exploding Kittens ultimately chose this path.
  • Exploding Kittens noted regional differences in preferences (e.g., France likes layered card games; Spain/Italy favor more dynamic/physical games).

How listeners can participate (action items)

  • Planet Money solicits creature/card ideas to include in the final deck:
    • Submit local cryptids or invented creatures with an economics twist (examples given: Toxie the Toxic Asset, literal Black Swan, Stagflation).
    • Submit at planetmoneygame.com — download the latest playable prototype and use the submission form.
    • Deadline: window closes at the end of the month (check site for exact date).

Notable quotes & insights

  • “Picking the right theme is going to be critical to making it work.” — Jamie Walansky (retail consultant).
  • “We have three feet and three seconds to make a consumer purchase.” — Jamie, summarizing shelf‑level consumer behavior.
  • Exploding Kittens’ iterative credo: make the game work first, then obsess over theme/box to win shelf attention.
  • The team’s gut-based creative process contrasted with the hosts’ instinct to prefer data-driven decisions; Exploding Kittens trusts their instincts and retail experience.

Practical details & credits

  • Partners: Planet Money (NPR) and Exploding Kittens.
  • Prototype and community playtesting available to download at planetmoneygame.com.
  • Production credits listed at episode end (producers, editors, engineers).
  • Call to action URL: planetmoneygame.com (for prototype download and creature submissions).