From Lockdown to Launch: How "We Make Games" Built a Hit with "Teddies vs. Monsters"

In this episode of Marketing Corner Talks: Business Edition, host Dave Keighron sits down with Javier Lavalle, co-founder of We Make Games, the indie board game publisher behind the breakout hit Teddies vs. Monsters. What began as a pandemic idea amongst roommates has evolved into a fast-growing creative business, selling out its first release in just six months. Javier shares how a background in psychology shaped his player-centered design approach, how his team pivoted from failed digital ads to successful grassroots marketing, and why storytelling and community connection drive their brand. From playtesting struggles to B2B partnerships and global expansion plans, this episode reveals the realities—and surprises—of bringing imagination to the tabletop.

About Javier

Javier Lavalle is the Co-Founder and Creative at We Make Games, a design studio dedicated to producing highly engaging, strategic card and board games. He serves as an equal partner in the mechanical design of all games, ensuring that every title, including the flagship Teddies vs Monsters, achieves a perfect blend of unique theme and unforgettable playability.

Complementing this creative input is Javier’s role as the commercial leader. With over eight years of professional experience in Business Development, Sales, and Marketing, he drives the studio's execution from prototype to storefront. His core focus is on ensuring commercial viability: he designs and manages the full go-to-market strategy, oversees all complex logistics, and builds strong, lasting relationships with key external partners, distributors, and retailers.

Javier is focused on scaling We Make Games by translating creative vision into measurable success, ultimately securing long-term growth in the tabletop industry.

Connect with Javier and We Make Games.

LinkedIn: https://www.linkedin.com/in/javierlavalle-l/

Website: https://teddiesvsmonsters.com/

Instagram: @xavierlavalle, @teddies.vs.monsters

Email: [e-mail]

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