How Hella Awkward Won Over Shark Tank and Changed the Card Game Industry
Hella Awkward’s $2M net worth in 2025 soars post-Shark Tank, with Robert Herjavec’s backing fueling multicultural connection.
In the thick of the 2020 NYC quarantine, like many of us, Brittane Rowe was stuck at home isolated, anxious, and hungry for human connection. She, her brother Brandon, and his girlfriend Jane Lim started doing what most families were doing: hopping on FaceTime calls just to stay sane.
But something unexpected happened during those nightly chats. The usual small talk faded, and in its place came real, unfiltered conversations about relationships, dating, fears, and awkward memories.
From that one simple idea, Awkward Games was born. And its flagship product, Hella Awkward, became much more than a party game. It became a mirror, a bridge, and a tool for deep human connection.
The idea wasn’t just to have fun, it was to make space for honest conversations in a safe, inclusive, and respectful way.
The game struck a nerve with people from all walks of life-millennials, Gen Z, queer couples, long-time partners, and new daters. In a time when many felt emotionally isolated, Hella Awkward created a shared space to laugh, reflect, and connect especially among communities of color.
Rising Action-Building Something Bigger From a Studio Apartment
Brittane, Brandon, and Jane weren’t experienced business founders. Brittane was a theatre graduate and off-Broadway performer; Jane was a product designer who had worked with Fenty and Cash App; Brandon was a digital strategist and boxing GM.
They didn’t have investors or a big manufacturing team. What they had was belief, sweat equity, and a handful of savings.
They put in $10K of their own money, ran a pre-order campaign, and fulfilled orders by hand out of Brandon’s Brooklyn apartment. Every decision was intentional. The name “Hella Awkward” was a nod to West Coast slang and a tribute to Insecure, Issa Rae’s hit show that inspired them to reflect on vulnerability and identity in Black and Brown communities.
But this wasn’t just a slap some questions on a card project. They took time to write, test, and rewrite hundreds of questions. Friends and family helped by playing test rounds.
Through feedback, they landed on 140 powerful cards split into four themes: Real Talk, Dating, Relationships, and Sex—plus a “skip” card for those truly hella awkward moments.
Each question was written to be inclusive and relevant across cultures, genders, and relationship types. The team made sure the game avoided stereotypes and honored diverse experiences from casual dating to long-term love, from funny flings to serious introspection.
No topic was off-limits, but everything was handled with care and respect.
Climax – Entering the Shark Tank Arena
By 2025, the team had done something most startup dreamers only imagine: they got invited to pitch on Shark Tank.
Brittane walked onto the stage alone, asking for $200,000 for 10% equity. She shared their story with confidence, explaining the game’s growth and appeal. Lifetime sales had reached $600,000 since May 2021.
Hella Awkward was already in major retailers like Target, Walmart, and Urban Outfitters. She had proof of concept, retail presence, and a passionate community.
By 2025, the team had done something most startup dreamers only imagine: they got invited to pitch on Shark Tank.
Brittane walked onto the stage alone, asking for $200,000 for 10% equity. She shared their story with confidence, explaining the game’s growth and appeal. Lifetime sales had reached $600,000 since May 2021. Hella Awkward was already in major retailers like Target, Walmart, and Urban Outfitters. She had proof of concept, retail presence, and a passionate community.
Three Sharks bit:
Kevin O’Leary offered $200K for 25% and distribution help.
Lori Greiner countered with $200K for 12%.
Robert Herjavec gave her exactly what she asked for $200K for 10%, no negotiation.
That gesture spoke volumes. Brittane accepted Robert’s offer on the spot, maintaining the company’s valuation at $2 million. It was a huge moment not just for her, but for a Black, AAPI, women-led team trying to bring something meaningful to the mainstream.
What stood out most? Brittane’s clarity, confidence, and commitment to community. The Sharks saw not just a fun card game they saw a brand with heart, cultural relevance, and staying power.
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The Shark Tank effect was real. After the episode aired, the game’s sales spiked. Hella Awkward expanded its presence in major retailers like Target, Walmart, and Urban Outfitters. They launched an expansion pack called Real Talk and a hilarious spin-off game called Build-A-Bae, where players create their dream (or nightmare) partner.
They also launched limited-time merch drops and began planning future editions specifically designed for LGBTQ+ couples, long-distance relationships, and even therapy and coaching spaces.
The feedback has been overwhelmingly positive. On Amazon, Target, and TikTok, customers call the game “better than therapy” and “perfect for date night.” Reviews praise its ability to spark genuine, often hilarious conversations.
What sets Hella Awkward apart from similar games like *We’re Not Really Strangers* or *The And*? Simple: cultural relevance and emotional safety. The skip card gives players control. The questions reflect the founders’ lived experiences. And the tone is real, not polished or sanitized. This isn’t a game that forces connection, it invites it.
Their margins are strong: it costs just $2.80 to manufacture, while it retails for $24.99. And each expansion pack (costing less than $1 to produce) retails at $12.99 a smart business model with sustainable profits.
Resolution – The Future Is Still Awkward (And That’s a Good Thing)
Today, Awkward Games isn’t just riding the wave of one product. They’re actively building a brand ecosystem complete with merch, expansion packs, and a new competitive game on the horizon.
The team has hinted at new packs focusing on family conversations, intergenerational dialogue, and even a “therapy-safe edition” designed in collaboration with mental health professionals.
Behind the scenes, they’ve built a stable business with healthy margins. They’re profitable, cash-positive, and navigating retail like pros. Social media is booming, and Brittane has become the face of the brand, sharing marketing wisdom and lessons in IP ownership.
Their mission is clear: to make awkward conversations feel less scary, more fun, and more normal. In a world that often rushes past real connection, they’ve created something that helps people slow down, open up, and laugh while doing it.
They’re also uplifting other creators of color through collaborations, partnerships, and creator shoutouts—bringing more visibility to multicultural entrepreneurs.
Final Thoughts
Hella Awkward started as a side idea during lockdown. Today, it’s a national brand sitting on shelves at Target, Walmart, and Urban Outfitters, backed by Robert Herjavec and beloved by its growing community. More than just a card game, it’s a cultural product one that celebrates identity, vulnerability, and real talk.
And maybe that’s the biggest lesson here: sometimes, the most meaningful things start in the quietest, weirdest, most awkward moments.
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TL;DR
Hella Awkward is a 2020-born, inclusive card game by Brittane Rowe, Brandon Rowe, and Jane Lim that helps Gen Z and millennials connect. In 2025, it scored a $200K Shark Tank deal with Robert Herjavec at a $2M valuation. With $600K in sales and retail deals at Target and Walmart, it’s redefining real connection through games like Real Talk and Build-A-Bae.
FAQs
Is Hella Awkward still in business in 2025?
Yes, Hella Awkward is still in business and growing rapidly. The brand has expanded into major retailers like Target and Walmart and continues to launch new game editions and merchandise.
Did Hella Awkward get a deal on Shark Tank?
Yes, Brittane Rowe secured a deal with Robert Herjavec for $200,000 in exchange for 10% equity—exactly what she asked for.
What is Hella Awkward?
Hella Awkward is a multicultural conversation card game created by Awkward Games. It includes 140 thought-provoking questions across four categories—Real Talk, Dating, Relationships, and Sex—to spark honest, fun, and deep conversations.
Who are the founders of Hella Awkward?
Hella Awkward was co-founded by Brittane Rowe, her brother Brandon Rowe, and Jane Lim. The team represents a Black/AAPI/Family/Women-owned business focused on fostering real connection through inclusive gameplay.
Where can I buy Hella Awkward?
Hella Awkward is available on their official website, awkwardgames.com, as well as on Amazon, Target, Walmart, and Urban Outfitters.
What makes Hella Awkward different from other card games?
Hella Awkward stands out with its cultural relevance, inclusive questions, and a unique “skip card” feature that lets players opt out of answering uncomfortable questions—making deep conversations feel safe and fun.
What is the price of Hella Awkward?
The core game is priced at $24.99, and expansion packs like Real Talk are available for $12.99. Bundle deals and discounts are also occasionally available through the website and retail stores.
What is Hella Awkward’s net worth in 2025?
While the company was valued at $2 million during the Shark Tank pitch, its estimated net worth has grown to around $6 million as of 2025, thanks to strong sales and retail partnerships.
