Efforts to sell the loom online and in toy stores, however, were unsuccessful because customers did not understand how to use the product. Ng started a website and filmed instructional videos featuring his daughters and niece. In summer 2012, Ng received his first store orders from franchises of Learning Express Toys, a specialty crafts chain, and sales picked up. In June 2013 arts and crafts retail chain Michaels test-marketed the product in 32 stores; by August the chain was carrying Rainbow Loom in its 1,100 U.S. locations. Rainbow Loom is also sold at Mastermind Toys in Canada and specialty stores. As of August 2013, 600 retailers were selling Rainbow Loom at a retail price of $15 to $17. The kits are manufactured in China, and Ng supervises distribution out of a warehouse near his home.
