FEATURE
GAMES & PUZZLES
Fun and games Games and puzzles consistently perform well for most retailers, so TnP found out what you can look forward to in terms of new products and innovation in this category…
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he games & puzzles category saw sales increase by an impressive 23% in 2021 compared with 2019, according to NPD figures, so it’s an exciting sector for retailers. But suppliers are not sitting on their laurels and we can expect change and innovation in the future, TnP has discovered. For a start, the age range in the category has become more flexible over the past couple of years. For example, David Allen, MD of Toynamics, says: “Our new Hape puzzles are aimed at ages sixplus, which is an older age range for us. The move was prompted by the success we had last year with our Solar System Puzzle, which became a bestseller, so it’s about meeting that consumer demand for puzzles with educational benefits for older children.’’
Orchard Toys, well known for its puzzles and games for little ones, is also targeting older kids, as sales director Simon Prest explains: “We’re launching more challenging 150-piece puzzles for older children, expanding our portfolio for the five to 10 age group, and complementing our wider children’s jigsaw puzzle collection. It’s part of our strategy to extend the learning and play value of all our jigsaws, with an offering for older children and beyond, piecing together a puzzle we’ll be phasing in posters and some form of learning guide. Our new At the Museum and Animal World jigsaws for older children, for example, come with a fun fact book.’’ There’s plenty of change over at Ravensburger, says head of marketing and product
Ask the retailer We asked: what products do you stock and what is currently selling well for you? Orchard Toys products are just consistent - they were always go-to party presents, then during Covid they ticked the educational games box, and now parties are back on they are going strong there again. I also have puzzles from Kidicraft and games from Cheatwell Games and University Games. Iin particular, I make sure I’m never out of stock of Charades and What’s Up? Amanda Alexander Giddy Goat Toys Didsbury, Manchester
Family games time has become increasingly important over the past couple of years Mark Jones, Sales Director, University Games and The Lagoon Group
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development Katy Fletcher: “We are expanding in all areas, particularly puzzles, with a new extra-large format 750-piece puzzles offering another format for those unable to handle smaller pieces. In addition to this, there are the 200- and 300-piece puzzle moments, perfect for those needing a break from day-to-day life but who only have small amounts of time available, as well as the 99-piece puzzle moments which are suitable for a lunch break or even when travelling. “Over the past couple of years our Challenge range has gathered pace in popularity, particularly within the audience looking for brainteaser puzzles. Six new Challenge puzzles are launching in 2022 together with an addition in our unique Escape Puzzle range. “Among the 59 licences in our extensive puzzle portfolio, exciting new licences with favourite characters from well-known films such as Flintstones and Scooby Doo make their debut: perfect puzzles to complete together as a family. “A raft of 36 new puzzles will join the children’s puzzles portfolio, many of which have been commissioned by our
toysnplaythings.media Games & Puzzles Featurenm.indd 1
07/03/2022 17:23
