Nine square dice adds up to 54 sides, making them ideal for displaying a full deck of cards: 52 regular cards plus two jokers. Lakewood's Heartland Consumer Products is betting that its unique new dice/card game, Square Shooters, will be a hit when it is finally unveiled before this year's holiday season.

The award-winning Square Shooters uses the dice as a twist on traditional card games, including poker, rummy and a bevy of original and challenging games. Heartland Consumer Products, which markets playing cards and games, has designed Square Shooters as a family game for ages seven through adult. Square Shooters earned the coveted "Dr. Toy's Best Picks Children's Products" seal of approval.

Heartland Consumer Products set a modest goal of selling Square Shooters to 20 retail stores around the country, explains Tom Donelan, CEO. "Instead, we sold to 180 stores," including Discount Drug Mart, Okay Let's Play, Pat Catan's and Recess.

This is precisely the type of game launch that Donelan had hoped for two years ago when he led a group of investors to acquire the game marketer Harbro LLC. A little over a year ago, he moved the company headquarters from Brighton, Michigan to Lakewood, bringing nearly a dozen jobs with him. Donelan says that number will increase in the near future.

"This is going to be a catalyst for our company," Donelan says. "We're in business to grow."

Look for additional dice-based games from Heartland Consumer Products in the future.

SOURCE: Heartland Consumer Products
WRITER: Diane DiPiero