Junk Food for Thought

They laughed but then began summoning up product jingles and the names of their favorite candies from childhood.

Do you remember which candy bar was advertised as "fluffy, not stuffy?"

Anyone? Anyone?

That's 3 Musketeers.

How about this one: This raw ingredient was added to ice cream to create a popular flavor in 1991. You know you know it. Yep, it's cookie dough.

Sure, the concept was funny. Maybe even inspired. But would anyone buy something like that?

Two weeks later, the Ashes called Jennings. They wanted to go for it. The threesome became equal partners.

"Few people take the initiative to follow ideas through to fruition," Eric Ash said. "We decided to do it."

After quitting their sales jobs, the Ashes hunkered down in their separate home offices, making the game their sole vocation: Monica, a certified public accountant, handled the operations, and Eric, sales and marketing.

Although the couple won't disclose their start-up expenses, they said a single prototype cost about $7,500. In October, the Ashes secured branding rights from some of the companies whose products are featured in the game -- Tootsie Roll and Cinnabon among them -- allowing them to feature corporate logos.

Jim Silver, editor in chief of Toy Wishes, a semiannual consumer magazine that focuses on toys and family entertainment, reviews thousands of games each year. Many start-ups never get off the ground. Conversely, if a game is good, a large toy manufacturer will try to acquire it, Silver said.

No matter who develops a game, big company or small, Silver said, the same principles apply. "If it's going to be successful, it has to be a good game and it has to be fun," he said.