--- Brad Howard, co-founder and managing partner of Fantasy Claw Arcade, quoted in The Claw Machine Is King of the Arcade Again. And This Time, You Might Win, WSJ, Aug 2026 (unlocked page link, may expire)
Excerpt
The claw machine—that infamous promiser of childhood treasures, known for stealing your quarters and almost never yielding up its flimsy prizes—has gotten an upgrade.
Modern games, trimmed with neon lights, are filling storefronts and bringing life to malls in cities and suburbs across the U.S. They’re stocked with luxe plush toys, Hermès bags, fresh vegetables and even sourdough starter.
But the biggest change may be that today’s operators actually want their customers to win—at least once or twice.
“We only win if you win,” said Brad Howard, co-founder and managing partner of Fantasy Claw Arcade, which is expanding through franchising. “You were gonna buy it for $20. We want to sell it to you for $20. But we’re going to sell it to you in the form of game play.”