A Seattle teenager has become a millionaire after selling a card game he created at age seven to a major toy company.
Alex Butler, now 15, along with his parents, Leslie Pierson and Mark Butler, sold their card game Taco vs. Burrito to Wisconsin-based PlayMonster last month, according to the Seattle Times.
“It wasn’t something I was super attached to,” Alex said. “I just wanted to maximize the money from it.”
The exact sale price of the game, where players compete to build the most valuable meal, remains undisclosed, but Alex is now collaborating with his parents to invest the proceeds. However, he also expressed interest in purchasing a “Lambo” as the family steps away from the game business that has defined their lives for eight years, with Taco vs. Burrito exceeding all expectations.
The game’s concept came to Alex “randomly,” despite not liking tacos or burritos at the time. Inspired by family card game nights with titles like Exploding Kittens, he decided to design his own.
Initially, his mother, Leslie Pierson—a self-described “serial entrepreneur” who pitched GoodHangUps on Shark Tank in 2016—humored her son, expecting him to lose interest. Instead, Alex persisted, testing prototypes at a local coffee shop and brainstorming new features on the way home, Pierson recalled. He later began playing with friends.
To fund production, Pierson launched an online fundraiser. After one day, Alex guessed they’d raised $200, but the total was already over $1,000. “He was mind-blown,” Pierson said. By the end of the campaign, and with promotion at Seattle Comic Con, they raised $25,000.
As demand for the strategy game grew, Pierson and Alex’s father established Hot Taco Inc., with Alex holding the majority share. They partnered with a manufacturer that respected Alex’s vision, investing $25,000 to $30,000 in inventory on Amazon. The game sold rapidly, generating nearly $1.1 million by year’s end.
Alex has since sold 1.5 million copies of Taco vs. Burrito, which once topped Amazon’s bestselling game list and now includes two expansion packs. However, the game outgrew their small operation, prompting Pierson to seek a company to elevate its distribution.
After receiving multiple buyout offers over the years, they chose PlayMonster, known for games like Farkle and 5 Second Rule. Pierson valued the company’s vision for her son’s game, and Alex opted for a full buyout.
PlayMonster CEO Jonathan Berkowitz praised the game’s “amazing characters” and its appeal across ages. “It’s fun when kids can beat their parents, but parents still enjoy playing,” he said, expressing astonishment that a seven-year-old created it. Berkowitz plans to expand the game with new extensions and markets, with a collector’s bin edition launching in November.
