Find It History

Company background

Founded in 2003, Find It® Games is the quintessential success story in the game industry. What started as an idea at the kitchen table has grown into a million-plus unit business and a brand name that is recognized by the best specialty retailers in the industry.

findit history bw

The Find It Game is a “contained adventure” – a family-friendly treasure hunt in a tall clear tube. The first Find It Games consisted of small household objects hidden in a pound of bird seed and then encased in a clear plastic pop bottle. The Founders made these early “production runs” at their kitchen table. When the concept caught on among friends and family members, they decided to take the product to the next level. They rounded up their savings and created the business that would one day become a household name for millions.

Today, the Find It game has been engineered for safety, using high-impact materials like styrene and polycarbonate, as well as inert plastic pellets inside. The objects inside range from everyday items to custom designed shapes and images, depending on the theme of the particular version. No matter which version – “Sports”, “Bird Watch”, “Glitz and Glamour”, etc. – the game is virtually indestructible. It makes for the perfect game to keep out in the den, game room or kitchen and is a big hit as a travel game.

In 2008, Find It expanded its distribution to include national retailers such as Barnes & Noble, Borders and Hallmark. In 2009, Find It launched in Target, quickly becoming one of the best-selling games in the retailer’s assortment. In 2013, Identity Games of Holland acquired global rights to the Find It brand, introducing the products to more consumers than ever before. Moving forward, and beyond, Find It will continue to grow through additional themes, licenses and even brand new concepts from well-known inventors. The next phase of growth for the company includes further international distribution – seven countries and counting - adding to the 7,000+ doors where consumers can “Find It” today!

In 2014 and 2015, Find It® Games successfully launched new editions to the collection, like Pirates, Discover America and ELF on the Shelf.
Michaels did a great promotion with the smaller version of Find It®, the To Go edition. For 2016, new editions are scheduled, like Eww Gross and Mythical Creatures. As an additional opportunity for all players, mystery items and sweepstakes have been added to every game. Everyone can win great prizes!