Stephanie Boswell didn't set out to create a card game. She was a storyteller as a kid, a fashion designer in college who produced an entire runway collection, and then stepped back from those dreams to raise a family. When COVID hit and boredom struck, she and her husband Brian started drawing llamas on cardstock-just for fun. What began as a silly creative outlet with no business plan evolved into Dueling Llamas, a game that's now sold over 10,000 copies. Her journey reveals something important: sometimes the best ideas come when you're not actively chasing them. At a game convention booth, Stephanie realized people didn't just stop by because they needed a product-they stopped because the game looked genuinely fun and cool. That organic attraction became the core of her business strategy. Today, Dueling Llamas is a staple in households everywhere, played regularly by families and kids who actually want to play it-a rarity in the board game world.
From Hand-Drawn Cards to a Thriving Board Game: The Stephanie Boswell Story
Before Stephanie Boswell created Dueling Llamas, she was going to be a fashion designer. She'd been creating since childhood-writing stories, sketching designs-and in college she designed and produced an entire line of clothes for a runway show. Models wore her pieces. People applauded. It looked like the start of a real design career.
But life changed direction. Stephanie stepped away from fashion design to raise a family, and those creative ambitions went dormant. Then COVID hit, boredom set in, and she picked up a pen and some cardstock with her husband Brian.
"I've always been a really creative person," Stephanie explained on the Killer Growth podcast. She started writing stories and books as a kid, imagining she'd become an author. In high school, she fell in love with sewing and committed to fashion design. "I made a whole line of clothes for a fashion show at college, and that was a really cool experience," she recalled. After college, though, she didn't pursue it professionally. Instead, she focused on family.
The llamas started as pure creative play-no business plan, no strategy. Hand-drawn characters on cardstock, just something fun to do during lockdown. But Brian encouraged her. Friends played it. And gradually, the game took shape.
Organic Growth and the Convention Revelation
What's remarkable about Dueling Llamas' growth is that it wasn't built on aggressive marketing or paid advertising tactics. It grew because people genuinely enjoyed it. When Stephanie set up at a game convention booth, she noticed something important: "People just saw it and they're like, 'This looks cool. Tell me about it.'" They weren't coming because they needed a game. They came because the booth caught their eye and the product looked fun.
That observation shaped everything. Unlike many products that require heavy promotion to sell, Dueling Llamas sold itself through word-of-mouth and authentic appeal. At the convention, Stephanie also realized something profound: "There really are people doing this. This dream job does exist." Seeing other entrepreneurs at the show running game booths made the business feel real and achievable.
Today, Dueling Llamas has sold over 10,000 copies. More importantly, it's the kind of game families actually want to play-the kind that doesn't sit in a closet gathering dust like Uno or Sorry. Samuel McVay mentioned that his household plays it almost every month, led by the kids. Even middle schoolers ask to play. A 5-year-old can hold her own. That's the mark of a truly successful game.
Stephanie's journey from fashion design student to game entrepreneur shows that sometimes the best business opportunities emerge when you're not actively trying to build a business-when you're just being creative and listening to feedback.
How did Stephanie Boswell grow Dueling Llamas from hand-drawn cards to 10,000 sold?
Stephanie built Dueling Llamas through consistent product development, direct customer engagement, and smart scaling. She started with a simple idea, tested it with real customers, and reinvested profits back into inventory and marketing. Her success came from listening to her audience and iterating on what worked-a playbook that works for any product-based business.
How can product-based businesses like card game companies benefit from digital marketing?
Product businesses need digital marketing to reach customers beyond local stores. Local SEO helps card shops and game retailers find customers searching for specialty products. Google Ads and Meta Ads let you target specific demographics (gamers, gift buyers, party planners). Email marketing and social media build community and repeat customers. A strong website with e-commerce capability converts browsers into buyers 24/7.
How does KillerGrowth help product and retail businesses get more customers online?
KillerGrowth builds custom websites optimized for sales, runs Google Ads and Meta Ads to drive targeted traffic, manages social media to build brand loyalty, and implements GoHighLevel CRM to nurture leads and repeat customers. We also handle local SEO so customers searching for your products find you first. Our strategies are built for businesses that sell-not just collect leads.
What makes KillerGrowth different from other digital marketing agencies in Wichita?
KillerGrowth focuses exclusively on local service businesses and product companies that need real revenue growth-not vanity metrics. We combine local SEO, paid ads, custom web design, and CRM automation into one integrated system. Our founder Samuel McVay doesn't just talk strategy; he tests everything and shares real results. We're hands-on, transparent, and obsessed with ROI.
How can I get started working with KillerGrowth?
Book a free strategy call with Samuel McVay at killergrowth.com/booking. We'll audit your current marketing, identify gaps, and show you exactly how to reach more customers online. No pressure, no fluff-just actionable insights for your business.