PBN Manufacturing Awards 2024
MEET THE MAKERS: Crisloid LLC
MANUFACTURING COMPANIES TYPICALLY have two options when planning strategy: compete within the corporate-dominated mass market or carve out a niche brand relying on name recognition and high-quality products.
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Jeff Caruso, owner of Providence-based board game manufacturer Crisloid LLC, approached this fork in the road and went straight, positioning the company as a profitable and worldwide gaming supplier focused on durability.
It was not without some bumps along the way. After joining Crisloid in 1998, Caruso purchased both the building and company in 2008, which would have been a gamble during normal economic times.
“I bought it two days before the market crashed,” he said. “I made the biggest purchase of my life. And the economy fell off a cliff. The next three years was the biggest learning curve in my business career still to this day.”
Crisloid, with 15 employees, produces hand-crafted games such as checkers, mahjong and dominoes in its 25,000-square-foot facility. The company also refurbishes older models, emphasizing long-lasting quality. The production process includes pouring resin to form game pieces, cutting, tumbling and polishing them to a high shine. While much of the equipment used is old, including a World War I-era table saw, Caruso has invested in some new technology, such as a printer for automatic design customization.
Despite selling high-end, durable products, Crisloid continues to attract repeat customers. Many buy games for special occasions, including weddings or graduations. The COVID-19 pandemic boosted the demand for board games, contributing to the company’s most successful year in 2023, with 2024 expected to surpass it.
Crisloid’s customer base has expanded from primarily older buyers to a younger demographic, with customers now ranging from 20 to 70 years old. The company’s roots trace back to 1948 in Brooklyn, N.Y., where Caruso’s great uncles founded a backgammon company known for its craftsmanship. Crisloid’s reputation has grown internationally, and the company is well-known in professional board game circuits, including the American backgammon tour.
Caruso emphasizes employee satisfaction and flexibility, which has helped retain talent. Looking ahead, Crisloid aims to maintain its steady growth and continue providing high-quality, hand-crafted games that delight customers worldwide.
“The customer is excited to receive the product,” Caruso said. “This is not a high-stress place. We make games for a living.”
