State of the Trolls, April '25
Made in U.S.A., International Trade, Tariffs
With all the recent news about tariffs and trade wars, and the potential damage spreading through our community, coupled with the host of curious and angry comments online I thought it is a good time to put out some kind of public statement concerning Troll Lord Games and the manifold projects we have in the hopper. I’ll try not to ramble, but as I’m listening to Kassi Valazza’s Dear Dead Days album at the moment I’m going to be prone to go a little western and let my pony lead the way. Bear with me to the end. There’s some big news down that a-way.
Short Answer
We make our products here in the United States and have for decades. The current uncertainty, much like the Covid Pandemic, will have very little impact on our pricing. I do not anticipate any price increases. I do not anticipate a delay in output. We will not have any difficulty fulfilling any crowdfunding campaigns, direct to consumer orders, distributor orders, Amazon, or other orders. The only negative impact I can see is a delay in print time from 4 weeks to 12 weeks. This last will be the result of publishers shifting their printing from overseas to U.S. based printers, causing a log jam.
A Note to my Fellow Publishers: If you have any questions or would like some assistance in contacting U.S. based printers, please give me a shout, I’ll steer you as best I can. I have many contacts and an occasional solution.
There are two reasons TLG can navigate this crisis. The first is that we have long manufactured all our primary product here in the United States (except for a brief stint in beautiful Canada in 2000-2003) and second because we own our own print shop, which is also here in the United States. That might be only one reason with an addendum instead of two reasons. Regardless, you get the idea.
First: Manufacturing in the United States
Early on in our company’s history, not long after I took over the helm, we shifted to U.S. based printers. Before that we used several printers in Canada. There were several reasons we shifted south of the border, and they ranged from the technical to the patriotic. Nafta was all the rage in those days and there were constant discussions about cross border trade. Borrowing from history and wanting to support local communities, we shifted our printing south and it has remained there ever since. I watched over the years as U.S. based game companies and publishers shifted their printing to far flung shores. We never did. The uncertainty bred by such relationships can be problematic. Once our production shifted to the U.S. it remained there. It remains there still.
Our books, game boxes, game screens, slip cases and cards are manufactured here in the U.S. The paper is sourced locally; the board and chip and headbands are all sourced locally. We frequently inquire with our suppliers and printers to find out where the materials are sourced, just to make sure that they are made in the U.S. This removes a whole level of uncertainty from the equation.
We’ve managed to keep a very high quality in our books as well. They are all Smythe Sewn, with tight back binding where the block signatures are sewn to the headband and the headband blued to the spine board. The end sheets are glued in giving the book even more support. All this is manageable with U.S. based printers.
Sidenote: I remember when the pandemic hit and so many companies suffered a collapse of the supply chain. TLG didn’t feel it at all. My main hardback printer is a 4 hour drive from our warehouse. Push to shove, we’d have loaded up trucks and gone to get it. We’ve done it before and that was one wild ride.
We have printed here for years. Only a very few items stand out as exceptions.
· Dice. As soon as Lou Zocchi closed shop we had to order dice from overseas. Before that most of our dice were made by him. Wonderful little dice. We even sold a crayon with them. We did buy some from Crystal Caste, great folks over there, but I’m not sure where they were made. More on this later.
· Merchandise. Early on some of our merchandise was made overseas. Things like journals, glass mugs, etc.
We will continue to use U.S. based printers for our hardcover books, boxes, and screens.
Note: Our main U.S. printer is in Missouri but we use printers in Michigan, New Jersey, Colorado, Pennsylvania, and now Ohio.
Second: Our Print Shop
Back in 2005, my younger brother Davis Chenault –wandering in from the wilds as he was a working archeologist at the time– listened to me ranting about the cost of a rush print job (it was Temple of Kubla Khan by the esteemed writer Casey Christofferson that I needed for a con out west) and said something to the affect: “You know what you should do? You should build us a print shop and we should print our own books!”
Of his many ideas that one proved one of the most fortuitous. It was not easy to do. Todd, Davis and I had no experience in such things. But over the next many months we put the shop together. We struggled with it like crazy, learning the new trade, and it really wasn’t fully functional until late ’07/early ‘08. Even partially functional it quickly became a central part of our publishing endeavor. It has remained so for almost 20 years. The print shop is home to a large printer, 1954 champion paper cutter (it never quits), a perfect binder (we are on our third) and all the other manifold things one needs to make a book without a mess.
In our own print shop we manufacture all our soft covers. We did, for many years, manufacture all our own hard case screens and even manufactured our own hard cover books for a short time (this latter suffered too many problems and we abandoned it). Having this control over the line proved a godsend and saved the company more than once in the many ups and downs over the years.
All the contents of our books are sourced locally as well.. We use a local paper company (not Dunder Mifflin, but sort of), a local printer servicing company, and some suppliers up in Michigan for all our materials.
These two things have kept TLG secure from the uncertainty of international markets. And now, with the second giant upset in five years, Covid being the first, we are happier than ever that we made this move.
Cost of “Too Expensive”?
I’ve never been price shocked by pricing here in the United States. It is higher than overseas for sure, but the cost benefit for me was never close. The uncertainty of shipping, markets, my desire to support local businesses and communities, reduction of my footprint on the environment, and a host of other reasons make it worthwhile. And besides, crowdfunding campaigns mean that TLG is selling far more units direct to consumer, and avoiding distributor discounts. That has more than made up for the slightly higher price we pay for printing here at TLG.
Sidenote: Just so that you know it, when you spend your hard earned money here at TLG, it goes into our coffers. That money then goes into local businesses here in Little Rock, Arkansas (we are one of the largest clients of two businesses here), but it also flows north to Missouri, into businesses there, paying salaries and retirement to people there. Additionally, it flows to New Jersey, Michigan, Colorado. Know that when you spend money here, your money is going back out into your local communities.
Practices
Every business, every publisher, has to make a decision about what is best for their business. I read a great deal of history and I am well aware of how fast situations can change, and how dangerous it is to work with outside players. If you don’t believe that, just read up on the pandemic. I am also keenly aware that it is important for us to support our local communities. Wherever you are in the world, one should support their local communities first. This isn’t just a feel good philosophy. And though there are personal and patriotic reason we manufacture stateside, there are very sound business reasons we chose this path:
· It is good for your business as it creates personal relationships (I’ve been with the same sales rep for hardcover books for over 20 years), and that comes in handy more often than you could imagine.
· It is good because it protects the environment. It cuts down on trans-oceanic shipping, makes certain that the goods you are having manufactured are done so in a safe and clean manner. That waste is properly handled.
· It is good for labor. The people who make your products are being compensated fairly and properly for their labor.
· It is good for the local community as it pumps revenue into secondary businesses, restaurants, gas stations and so on.
· Manufacturing locally (and for me this is has always been a huge one) reduces the economic uncertainty created by an unstable world. This was brought home with a vengeance during the Covid Pandemic. It is reinforced now. That’s twice in 5 years. That is more than enough to destroy companies.
Going Forward & the Exciting News
To this end TLG is committed to expanding our print shop operations. This week, on the 14th of April, 2025, at about 12:30 pm, I drove up to Lowes to meet my real estate agent and give him a check. That check is for the deposit on acreage here in central Arkansas that TLG has just purchased. The plan is to greatly expand our printing ability.
That acreage will be home to our new manufacturing facility . . . “The Factory” as I’m going to call it. The plan is to build, over the next six months, a 4,000 square foot print facility and warehouse. To that end:
· We are negotiating for larger printing equipment, which should double the output we get from our current equipment.
· Bringing back hard case game master screen manufacturing.
· Expand our warehousing capability threefold in order to order larger quantities of paper, reducing cost.
· Create a ready-made platform to help publishers get their books printed in the Factory or their products shifted to other printers who can manage it.
· Create a space to experiment with mold injection equipment and see into making little cubes.
With luck and a whole lot of hard work we’ll make The Factory operational before the end of the Summer. If we can make this work, and there many a slip between cup and lip, trust that we’ll have plenty of room to expand and maybe, just maybe, we are going to tackle this m----- f------ dice problem.
A Message to the Community
It is possible to manufacture in the United States. It isn’t as easy as it used to be, but it is possible. We work with several box makers that make our game boxes. Printers that do our hardcovers. You’ll need to find die cutters and do a lot of home assembly. I cannot count the number of times that TLG employees have gathered at my house around my game table and assembled boxes and all their contents, even shrink wrapping them. It isn’t easy. It’s a move away from the one stop shop that some have become used to, but it is doable. We did the board game Planet Busters in the United States some years back. All the components made in the U.S. and compiled in our basement.
It might not look as pretty as it does coming off the assembly line in distant lands, but it is doable. Dice and game pieces will be the real challenge.
If there is anything I or TLG can do, if you just need someone to vent, please don’t hesitate to reach out and we can work together to getting you a solution.
Now back to work. The Factory brooks no delay.