Creative Play Retailer Logo Creative Play Retailer

RandomLine, Inc. was created in 2002 by a dad who loves to play, John Kiely. His goal is to offer products that encourage children to be creative and use their imagination. No Noise. No Batteries. Simply Imagination is RandomLine’s motto.

While sitting in New Jersey traffic during his hour commute to and from work, he had the idea to create a game based on doodling. He created a prototype of his first game called SQUIGGLE®. Kiely decided to use his12 years of consumer product & packaging development experience and expertise in industrial design to start his own company.

After attending the 2003 American International Toy Fair in New York with his new product, he established his first big customer, Wizards of the Coast. Since then, RandomLine has successfully created and launched a line of games and activity pads that can be found in over 1500 toy stores, gift shops, museums, zoos and aquariums, as well as Canada and Europe.

Kiely receives a lot of support from his two children who help test his products and ideas.  Besides helping with testing, his children are his inspiration.  Kiely’s wife also assists in the business as she brings over 16 years of marketing experience in the educational publishing industry.

Contact Info

RandomLine, Inc.
PO Box 193
Morris Plains, NJ 07950


Get a FREE digital subscription to Creative Play Retailer magazine by signing up for our newsletter.