SECTOR FOCUS
GAME PLAN
A favourite category with consumers, suppliers and retailers, games and puzzles continues to ride the wave of success it built up during the lockdowns of 2020 and early 2021. PPS catches up with just a few of the companies enjoying success in this area to find out more.
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he games and puzzles sector is one which provides year-round sales for retailers, therefore it is no surprise that a healthy number of suppliers keep up an almost continuous supply of new product to ensure that demand is met. For Ravensburger, 2021 was another “outstanding” year for the business in both children’s games and puzzles. “We are proud to lead the way in children’s licensed and non-licensed jigsaw puzzles holding 71% of the market share (NPD 2021 - £value) and currently have more than 45 licences in our portfolio (this also includes adults),” Katy Fletcher, head of marketing and product development at the company tells PPS. “In the games category, family games continued to excel across the year, particularly into the key gifting season in Q4.” In the licensed children’s puzzles space, the company is enjoying success from new entrants to the market such as Bluey and CoComelon. Meanwhile,
Above: Strong sellers for Orchard Toys including Shopping List and Farmyard Heads and Tails. Below: Ravensburger is relaunching the memory brand in 2022, including My First memory, Mini memory and Large memory products.
in non-licensed puzzles the ‘escape’ range continued to grow in popularity, with animal and wildlife scenes being strong sellers, along with giant floor puzzles. Popular children’s games, meanwhile, included Funny Bunny, Cat & Mouse and Bugs in the Kitchen. The BRIO range was also strengthened by the arrival of the Disney Princess Castle last year, along with the first ever BRIO steaming train. This year, Ravensburger will be relaunching the global brand memory which will include My First memory (suitable for ages two and up), with each game consisting of 24 extra thick cards with rounded edges. There will be two options – Favourite Things and Vehicles – with more planned in the future. Mini memory,
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06/05/2022 11:08
