Milton Bradley - The Checkered Game of Life: The Launch of The Milton Bradley Company

The Checkered Game of Life: The Launch of The Milton Bradley Company

Milton Bradley's ventures into the production of board games began with a large failure in his lithograph business. When he attempted to print and sell copies of the presidential nominee Abraham Lincoln, Bradley initially met with great success. After they were released for sale, a customer contacted him calling it a fraud and demanding his money back because the picture was not an accurate representation of Lincoln, who had decided to grow his distinctive beard after Bradley's print was published. Suddenly, the prints were worthless, and Bradley burned those remaining in his possession. In search of a lucrative alternative project in which to employ his drafting skills, Bradley found inspiration from an imported board game given to him by a friend. Concluding that he could produce and market a similar game to American consumers, Milton Bradley released The Checkered Game of Life in the winter of 1860.

The game proved an instant success with the public. Bradley personally sold his first run of several hundred copies in one two-day period in New York; by 1861, consumers had bought over 45,000 copies. The Checkered Game of Life followed a structure similar to its American and British predecessors, with players spinning a teetotum to advance to corresponding squares. The squares each represented a social virtue or vice such as "influence" or "poverty", with the former earning a player points and the latter retarding his progress. However, even the most seemingly secure positions like "Fat Office" held the accompanying dangers of "Prison", "Ruin", and "Suicide". The player who first accumulated one hundred points won the game.

While the structure of play used in The Checkered Game of Life differed little from previous board games, Bradley's game embraced a radically different concept of success. Earlier children's games, such as the popular Mansion of Happiness developed in Puritan Massachusetts, were concerned entirely with providing an attractive venue from which to promote moral virtue. But Bradley preferred to define success in secular business terms consistent with America's emerging focus on "the causal relationship between character and wealth." This approach, which depicted life as a quest for accomplishment in which personal virtues provided a means to an end, rather than a point of focus, complemented America's burgeoning fascination with obtaining wealth in the years following the Civil War.