FEATURE
GAMES & PUZZLES
Stay ahead of the game
Can games & puzzles keep up the cracking sales they achieved in 2020? TnP catches up with suppliers and retailers to find out...
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he games & puzzles category saw unprecedented growth during the 2020 lockdown, and as TnP goes to press, the UK is still under ‘stay-athome’ restrictions. A key aspect With such an upswing of most of in sales last year (+19% our games is according to NPD figures), interactivity that is it possible for games & puzzles to maintain brings excitement consumers’ interest, especially and hilarity to as spring approaches and the the game, vaccination progresses apace, encouraging bringing with it hopes of days competitiveness out and trips away? We talked to a number of but also inspiring suppliers about how they are laughter planning to ride on the coatChristina Aikman, tails of last year’s excesses. Mookie Toys So, just how do they plan on keeping that impressive momentum going? “For us, it’s essentially a two-pronged approach,’’ says Roger Martin, hobby & independent channel director of Asmodee UK. “Doing everything
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that we can to bring consumers to our retailers, while supporting retailers to help them to reach out to their communities.’’ Gibsons Games, meanwhile, is targeting a new generation of puzzlers, says marketing executive Rebecca Hersee. “Our White Logo collection of jigsaw puzzles are aimed at a new wave of puzzlers who are looking for less traditional scenes. Retro Vibes is one of the new designs and is a vibrant image of a ’90s bedroom containing retro toys, such a Beanie Babies and Game Boys!’’ Ravensburger is also looking to its broadening consumer base and new puzzlers, says Katy Fletcher, head of marketing & product development: “We are launching the Upsidedown Challenge Game, which will keep friends and family laughing for hours. Put the pair of goggles provided on and see the world literally turn upside down! As for puzzles, in 2020 we saw more consumers puzzling to seek mindfulness. Our Positively Puzzling campaign led the way in talking
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about the benefits of puzzling and we couldn’t foresee how important these benefits would become during the year.’’ Winning Moves is also focusing on puzzles. “We are going to keep the momentum going by introducing some new licences to the puzzle range - Shrek, James Bond, Only Fools and Horses and Space Jam,’’ says Kay Thompson, head of UK retail. Over at University Games, the company is banking on people continuing to have to stay at home: “In the current climate, single-player games and games that work well both in person and across virtual platforms are continuing to grow in popularity and are a key focus for us this year,’’ explains MD Richard Wells. “We are continuing to see strong sales year-on-year in Q1,’’ says Vivid’s assistant brand manager Lucy Vaughan. “The trend looks to be continuing for classic family games such as Sequence and Catchphrase, and stock for Floor is Lava is as hot as lava while families benefit from
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