Big Changes at GKG (Survivng Covid and More)
If you’ve ever emailed into support, especially in the early days, then you might already know the eternally optimistic Mike Greenway, my Dad. Mike still works at Goblin King, but without his contributions in the early days – especially during the Covid era he recalls below – it simply would not have been possible to survive and become the thriving business we are today. – Tom
I think anyone who creates a business starts with a mixture of excitement, maybe worry, but inevitably an indomitable spirit that is convinced the world would be a better place with their product or service. In normal times this is challenging enough, but the 10-year Moonstone journey has had to deal with the extraordinary challenges of Covid, Brexit and now the turbulence of new ever-changing international trade rules. We have had to call on the spirit of Tauber, which is more accustomed to this degree of tumult.
I am currently in a reflective mood and as Tom’s father I saw myself in a useful supporting role in helping Tom bring his ideas to life. I encouraged him, not that he needed it, and as neither of us had any experience working in the Tabletop Gaming Industry we both had to learn everything. It is probably a good job that we had no idea about what was to be unleashed on an unsuspecting world.
Here in the UK we are just learning about some of the findings emerging from the 4-year-long Government Enquiry into the management and consequences of the Covid epidemic. The mandatory full public lockdown was imposed across the country on 23rd March 2020 and Moonstone was then in its infancy. We were feeling really confident having launched the game via the Kickstarter platform in October-November 2016 and then expanded with the release of the Leshavult faction in March-April 2019. The product range and player base was developing a loyal community spirit and we had successfully completed fulfilment in February 2020.
The timing of Covid was brutal and the world as we knew it was in shock and facing many unknowns. Tom was still in his day job and Moonstone was his ever-demanding side hustle. We had been able to scale up by collaborating with a UK Distributor who was also our resin manufacturer. Almost immediately as Covid emerged they closed the resin manufacturing facility as well as the storage and distribution of Moonstone products. It was unknown at the outset how long this might last, as the ever-changing restrictions were driving events.
Initially we took delivery of assembled stock into our family home so that we could continue limited fulfilment from our web store directly (previously our Distributor undertook all fulfilment – Tom had his day job to do). But in June 2020, and with only 3 days notice, they decided that they would no longer support the Moonstone range either for manufacture, assembly, storage, fulfilment or distribution to retailers. We were offered access to collect all of our owned material (packing boxes, foam, dice, cards, tokens, widgets, books, pamphlets) as well as any W.I.P of part-manufactured models. This was a pivotal moment.
The day we had to clear out everything from our manufacture and distribution partner, who were closing the facilities due to Covid. From assembled stock, to a variety of mixed resin pieces sold to to us by weight – everything had to go “today”.
We were determined to continue, which meant finding storage and assembly facilities as well as a new resin manufacturer. This would require the whole range to be remastered with new moulds for every model. The W.I.P needed to be assembled as best we could from a giant jigsaw of bits all over our diningroom table, to try to maintain some sort of availability and market momentum.
We were not able to support anything other than a web-based offer until capacity was rebuilt at another manufacturer, which we estimated would take 9 months or more. This change in the business model also transferred the obligation for owning stock and pre-process stock directly to us. The changes had to be financed, which was planned to come from cash balances and sales (if we could manage stock), and we had to prioritise the production of remastered models.
It was an extremely tight time for us financially. We took advantage of the UK Governments Bounce Back Loan Scheme and just about managed to keep stock at tolerable levels whilst we rebuilt from scratch. This loan will be repaid in full in May of this year (2026).
Sometimes it’s difficult to recall all of the challenges that we faced in keeping our heads above water. We relied on the generosity of friends who lent us outbuildings and garages, whilst we worked under ever-changing social distancing restrictions. Indeed HQ was temporarily moved to a friend’s garage at the end of his garden.
Neither Mike nor Tom owned a garage or any sort of storage space, so Mike’s best friend and Tom’s boss at the time allowed us to store our wares in their garage/outbuildings respectively. And so this this humble garage roof space became Moonstone HQ for over a year, with Mike hunched over to avoid the pitched roof, assembling products from parts and dispatching web store orders to keep us going.
Trips to the local Post Office for dispatch also involved avoiding local police roadblocks, as we operated across the Welsh/English border and local forces competed to make up different rules.
It is difficult to believe that this environment lasted for 18 months, more or less, but we were supported throughout by a wonderful community. It was The Arising Kickstarter, which was fulfilled between December 21 – April 22 that really marked the end of this crazy period.
We have emerged, however, much stronger and more determined with our own dedicated studio and facility. Every cloud has a silver lining and there is no doubt that these changes made us take responsibility for the quality of our product and direct customer service. Without this we would never have survived Brexit and the turbulence of changing global trade tariffs, but that is another story altogether…
“Never let a good crisis go to waste.” - Winston Churchill
Finding a new home, left to right: Our first time scoping out a possible new site / internal viewing of the space that would become ours / first day moving in / with a celebratory hug from Lolly, the office good vibes manager.
Settling In, left to right: Tom sharing the beautiful views right in front of our new office space / Tom, Mick and Mike enjoying a brew (kindly sent to us by our friends at T&G productions as a house warming gift) / The real boss shows up to crack the whip / Mike hard at work after we are finally set up and shipping out from the new venue.
