Touching Base

Cards on the table

Major players in Games & Puzzles tell Toy World about the latest trends emerging within the category this year and share which new launches they are most excited about for Q4.

Mary Wood - Managing director, Tomy

We’ve seen real momentum this year in party games, especially among Gen Z and Millennials. They’re drawn to fun, fast-paced games that are easy to pick up and great for social gatherings. At the same time, there’s growing interest in hybrid games that mix physical play with digital elements like apps or AR features, which really resonate with younger players who love tech-driven experiences. It’s clear that this audience is looking for games that bring people together while also offering something fresh and interactive.

For me, Human Controller really stands out as an exciting innovation in the games space. It mixes tech and social interaction in a way that most games haven’t even touched. Instead of being constrained to a board or a screen, the game turns players’ actual social environment into the playing field and friends into the game pieces. It taps into that fun power fantasy of being the one in control, but in a light, playful way. It’s bold, different and honestly redefines what a party game can be. That kind of creativity and innovation really gets me excited.

Katy Fletcher - Head of Marketing & Product Development, Ravensburger UK

The momentum behind the speed puzzling movement is showing no signs of abating, with this new way for puzzlers to engage with their hobby bringing the puzzle community together like never before. It’s magical to be part of the friendships that form at events. Speed puzzling consumers are interested in both smaller and larger piece count puzzles; within the online community, we can see that there’s much anticipation for our upcoming Six Portals 7,000-piece puzzles which launch this month. Our new Kids Speedy Puzzle concept, meanwhile, invites younger consumers to get involved in speed puzzling too.

Tabletop gaming audiences continue to grow, reflected by the visitor numbers at UK Games Expo each year. With older players keen to introduce the younger generation to the tabletop journey, family-friendly takes on popular games are coming through. Our new Disney Villainous Unstoppable, for example, is inspired by gameplay from Disney Villainous but accessible to a younger audience. These games provide a stepping stone from traditional family or party games to strategy games. There are so many upcoming launches I’m looking forward to. With our Disney Stitch with Ears 3D puzzle continuing to be our No. 1 bestseller, I’m looking forward to the launch of the new Angel with Ears product. Our new Guinness World Records trivia card game marks the organisation’s 70th anniversary – it’s going to be a big year for this muchloved institution so I’m delighted that we can be a part of the celebrations.

Our six 1,000-piece Disney Lorcana Glimmers of the Realm puzzles hit shelves this month. They’re a natural fit for Ravensburger and look spectacular thanks to the Disney Lorcana branding and its unique illustrative takes on favourite Disney characters. With each one focused on a different magical ‘ink’ colour from the world of Disney Lorcana, the series will look incredible merchandised at retail.

Social party game Oh My Pigeons! has got off to a flying start in the first half of the year (if you’ll pardon the pun), and we’re excited to be adding another social party game to our line-up: Match Me If You Can. We’ve had a great reaction to this from players at events already this year and have plenty of fun and engaging social media activity planned to support the launch.

Megan Bradley-Zeng - Brand Marketing manager, Gibsons Games

This year, we’ve witnessed a fascinating shift in how people engage with jigsaw puzzles. What was once considered a quiet, solitary pastime has evolved into a vibrant, social experience. Speed puzzling events have exploded in popularity both online and in person. Our own Gibsons Open Jigsaw Championships this summer welcomed over 600 puzzlers from across the UK, and the energy in the room was electric! It’s clear that puzzling is no longer just about relaxation; it’s about connection, friendly competition and shared joy. This trend reflects a broader appetite for screen-free activities that bring people together in meaningful ways.

As for Q4, I’m especially excited about the launch of our Puzzle Advent Calendar: Tales of Christmas, featuring the exquisite illustrations of The Art File. At Gibsons HQ, we often talk about the magic of puzzling, and this product truly captures it. With its elegant book-style façade, gold foil detailing and 24 festive mini puzzles, it’s a gift that invites daily delight throughout December. I’m genuinely looking forward to gifting it to loved ones (and enjoying it myself). It’s a beautiful way to slow down, savour the season and celebrate the joy of puzzling.

Stewart Middleton - Business consultant, VR Distribution

Over the past 12 months we’ve seen that consumers are mostly seeking out newness in games. While overall sales are very similar to last year’s numbers, the growth is definitely within new titles; sales of some of the more wellestablished games have slowed slightly. Over the past few years, the demand for quick to learn, fast paced, all-inclusive games has also continued to grow. Equally as important is constant new social media content that’s highly engaging across all platforms. This is now essential to a game’s success.

As in previous years, we have lots of new party games launching, but I think the launch of Shashibo - the award-winning sensory, shape shifting puzzle - is the most exciting. This takes us in a different direction from our usual party games and into the world of puzzles. With its proven track record in the USA and strong pre-sales, it’s looking like we will have a very successful Q4 with it. We also have a range of jigsaw puzzles launching from the Dutch company Mr Broccoli (the founders of King Puzzles), with high quality, eye-catching images and very competitive prices compared to the current market.

Jacqueline Taylor-Foo - Managing director, Jumbo Galt

We’re experiencing more engagement with our adult games offering, specifically Hitster and Hitster summer. The children’s market has been hit by a lot of excess sale stock, so it’s quite slow. Card games are still proving very popular, but it’s really Pokémon that is dominating sales in the children’s space.

Without question, the Q4 release I’m most looking forward to is Hitster Guilty Pleasures. We’re preparing for our biggest ever marketing campaign to celebrate the launch of the latest edition to our fun Hitster party game line-up, with Guilty Pleasures featuring the most outrageous hits from past decades. A loud, proud celebration of the songs we secretly (or not so secretly) love — from Steps to Shakira and the Backstreet Boys to B*Witched – this game taps into the joy of guilty pleasures and brings people together, whether they’re singing in a club, belting out lyrics in a kitchen party, or reminiscing over Christmas dinner. I guarantee that if you bring this out during any event, party, BBQ, holiday or even a quiet night in, everyone will love it. Oh, and don’t forget to dance like no one is watching.

Simon Prest - Sales and Marketing director, Orchard Toys

We’ve seen parents increasingly focused on quality and educational value, with playtime expected to be both meaningful and long-lasting. The key questions they’re asking are: “Will this help my child learn?” and “Will it keep them engaged beyond a quick 10 minutes?” Alongside this, grandparents are becoming an even more influential group in gift purchasing. They’re seeking out timeless, wholesome games and puzzles that feel nostalgic yet still excite today’s children. Many remember playing with Orchard Toys with their own children, so our products often carry an emotional connection that strengthens brand loyalty and repeat purchasing.

I’m excited for our Dinosaur Number Eggs, a game designed to combine irresistible pre-school appeal with genuine educational value. Dinosaurs remain a perennial favourite, and when paired with activities that build early number recognition and counting skills, you have a product that delivers customer satisfaction. Plus, it’s simple and quick to set up and get started, which is a massive plus for busy parents. With its bold, bright design, strong shelf presence and competitive price point, it’s perfectly placed as a standout Christmas gift.

Scott Garnerbundy-Higgs - UK Business Development manager, Cartamundi

Playing cards have made a significant comeback, and not just for poker night. Gone are the days of plain decks (although our Gold Playing Card Red & Blue deck is still a firm favourite). Customers are now looking for fun, quality-led playing cards with unique finishes - something they can show off around the family table, on games night, or even display proudly in the home. This shift also shows us that enthusiasts are building impressive playing card collections, while families are rediscovering the joy of a good old game of Rummy, or even Snap. Playing cards is all about reducing screen time and bringing back the simple pleasure of connecting with people.

Decks of playing cards are no longer just tools for games: they’re dealing out nostalgia, creativity and connection in spades. Bicycle cards continue to be a global favourite, and it’s easy to see why.

With the new Toy Story movie pending, my favourite upcoming launch has to be our brand-new addition to the Bicycle/Pixar range: Toy Story Playing Cards. Featuring all the fan-favourite characters from the franchise, including Space Ranger Buzz Lightyear and Sheriff Woody, this new deck invites families to play together with all their Toy Story friends. As children can learn valuable life skills through playing cards, including maths, strategic thinking and sportsmanship, this is a great deck for family games nights.

Jo Duggan-Rees Senior Marketing manager, Asmodee UK

The rising popularity of travel games has been fascinating to observe over the years. Not only are they a hit during the classic summer travel season, but they’re also increasingly sought after during the festive period. It’s easy to see why they’ve become a favourite for so many shoppers. Their compact packaging makes them ideal for carrying on trips or fitting easily into stockings as Christmas gifts. Add to that their appealing low price point, which often hits the sweet spot for gifting, and it’s no surprise they sell well year-round. Travel games offer a blend of portability, entertainment and affordability that resonates with consumers looking for fun options without breaking the bank. You can also see a crossover in this category, with the rise in kidults looking for an alternative source of entertainment when hanging out with friends.

One of the launches I’m most excited about for Q4 is Brick Like This, our next collaboration with Lego. It’s a fast-talking, team-based party game where players race to build Lego models while having fun with family and friends. The twist is that only one person on the team knows what the model should look like: each round is a true test of teamwork, communication skills and patience.

Hobbs Director - LA Brands

We’ve noticed a growing interest in games that offer more story and atmosphere. Fast-paced, pick-up-andplay games are still really popular, but there’s also a clear demand for experiences that are more immersive - particularly in the crime and mystery space. It seems like games that include a digital element are also on the rise. It’s interesting to see how the line between tabletop and online gaming is starting to blur. When it’s done well, that digital layer can really enhance the gameplay and keep players more engaged from start to finish.

I’m excited about our new Cryptic Killers case file, which launches in October. It drops players into a scenario where a murder has taken place in medieval times (think castles, barons, and jousting tournaments), but - like the majority of our gamesyou’re solving the crime in the present day using new information that has come to light over time, such as archaeological reports. The artwork is beautifully varied, and the overall feel is very immersive. It’ll be the 13th game in our popular range of Cryptic Killers case files, and it’s one we’ve had a lot of fun putting together. I can’t wait to see how players get stuck into it.

Fernanda Freitas - Brand & Licensing manager, Educa Borras

We’ve seen such an exciting shift this year in the way people are playing. Puzzles and games are no longer just for kids or rainy days; they’ve become a favourite way to unwind, connect and have fun across all age groups. More and more adults, especially millennials and Gen Z, are turning to puzzles as a form of digital detox and self-care because they’re screen-free, creative and surprisingly satisfying. What’s really interesting is how social puzzling has become. People are organising puzzle nights and speed challenges, even heading to puzzle cafés. It’s a whole new kind of shared experience. At the same time, quick and clever card or board games are on the rise. They’re easy to learn, fun to play and perfect for spontaneous moments with friends or family. People are clearly looking for things that are simple, beautiful and meaningfuland puzzles and games are delivering just that.

Our most exciting launch for Q4 is the Surprise Puzzle. A fun twist on the classic jigsaw, puzzlers have no idea what they’re building until they finish it. The only hint is a tiny keyhole image on the box - but this might be misleading. Inside the box there are up to five clues if puzzlers need a nudge, but the real fun is in the discovery. We’re launching with three totally different Surprise Puzzles, each with a quirky, unexpected image. They’re puzzles, games and surprise reveals all in one. We love how this line brings mystery and playfulness back into puzzling. It’s not just about the final picture: it’s about the journey of getting there.

Karen Clarke - Brand director, Smart Toys and Games

Price points have been key during the first half of the year, and we’re sure they will continue to be a factor in the second half. We’re proud to have a wide selection of educational games and puzzles at sub-£15 RRPs, all of which have been in strong demand among both children and adults looking to keep themselves entertained.

Consumers are seeking a more social alternative to digital entertainment, with more board game cafes tapping into this rising demand. Our best-selling Genius collection, featuring Genius Square - which is host to more than 60,000 different solutions - sits beautifully on any gaming table alongside our single-player logic games.

All our games are strong contenders, but I would have to say our new IQ Deluxe collection is my favourite. We’ve listened to feedback from our customers and SmartGames fans and developed a brand-new collection of IQ games for teens and adults to enjoy. Our new premium collection of four titles includes unique puzzle shapes and some mind-boggling puzzles that players can enjoy again and again. My current favourites within the collection are IQ Circle and IQ Hexagon.

Rob Trounce - Trade Marketing manager, Zatu Distribution

We’ve seen a major shift towards 2-player games. There are several drivers behind this: couples looking to spend more quality time together by putting their phones down in favour of a meaningful shared experience; parents wanting to play with a single child, either because they’re an only-child or because there’s an age gap that means siblings can’t enjoy games together so easily and, simply, the ease of play – with just one other person needed, these games are far more accessible than those requiring a full group.

Some of our strongest sellers this year have been 2-player titles. Kelp, a purely 2-player game, pits players against each other in an asymmetric showdown as either a shark or an octopus, each with wildly different playstyles. Meanwhile, the Kinfire Delve series condenses a full dungeon-crawling adventure into a single deck of cards, with two players cooperating to overcome monsters and bosses. We’re also seeing continued success with Duel or Duo editions of popular games that were originally designed for larger groups. The appetite for smaller, quick-to-table experiences is clearly growing.

Our most exciting upcoming launch has to be A Gentle Rain. It offers something genuinely unique in the category: a focus on mindfulness through a game. It's a peaceful, meditative tile placement game designed primarily for solo play, though it can be enjoyed with more players too. The rules are simple, the gameplay is elegant, and the focus is on mindfulness. Players are encouraged to slow down, enjoy the tactile feel of the components and treat the experience as a calming ritual.

A short, 20-minute game that helps them switch off, we’ve had players tell us A Gentle Rain has become their go-to way to decompress after a stressful day, while for older children and young teens, it’s a powerful alternative to screenbased entertainment, offering a quiet, thoughtful space that contrasts beautifully with the noise of modern life. A Gentle Rain is more than just a game: it's an antidote to the excesses of modern life.

Emma Weber - Senior Marketing and Licensing director, Vivid Goliath

While no single dominant trend has emerged this year, we’re seeing the continued expansion of the Kidult segment significantly influence the Games & Puzzles category. There's growing demand for titles that bridge the gap between family and adult audiences in particular, a trend we’ve seen reflected in the strong performance of games such as Murdle, Traitors and Scream. Social deduction, immersive storytelling and nostalgic or pop culture IPs continue to perform well. As a global business, Goliath continues to innovate in this area with upcoming launches like The Sims Board Game, which celebrates the franchise's 25th anniversary, and expand its horror-themed party game range with Chucky. These reflect an ongoing consumer appetite for themed, social and experience-led gameplay. It's hard to pick just one favourite. But if I can choose a few, in no particular order, I’d start with The Sims Board Game. We had an incredible sellout at Gen Con last month, and with strong retail distribution and a robust marketing plan, we’re expecting big things from the launch. Under the PlayMonster Family Games banner, we’re also excited about two new viral hits: Marshmallow Madness, a tiny-hand eating challenge, and Swallow Your Words, a hilariously messy sip-and-speak party game. Both titles are backed by standout influencer content and form the heart of our Q4 campaign strategy. Lastly, I have to mention Mastermind. With over 55m units sold since its launch, it’s a privilege to work on such an iconic, nostalgic brand — and even more rewarding to introduce its codebreaker challenge format to a new generation.

Gemma Lewington Marketing director - University Games and Lagoon

There’s currently an emphasis on inclusivity, interaction and light-hearted entertainment, which continues to drive strong interest in the games and puzzles category. A notable shift this year is the growing demand for accessible, pick-upand-play games that allow players to dive straight into the fun without complicated set-ups or lengthy rule explanations. Consumers are increasingly gravitating towards games that are easy to learn and quick to get going, and that keep playing downtime to a minimum. This trend reflects a desire for games that maximise player inclusion and interaction, creating engaging, social experiences. We’ve seen a rise in demand for lines that fit this profile, such as Who’s in the Bag and Speedy Words.

There’s currently an emphasis on inclusivity, interaction and light-hearted entertainment, which continues to drive strong interest in the games and puzzles category. A notable shift this year is the growing demand for accessible, pick-upand-play games that allow players to dive straight into the fun without complicated set-ups or lengthy rule explanations. Consumers are increasingly gravitating towards games that are easy to learn and quick to get going, and that keep playing downtime to a minimum. This trend reflects a desire for games that maximise player inclusion and interaction, creating engaging, social experiences. We’ve seen a rise in demand for lines that fit this profile, such as Who’s in the Bag and Speedy Words.

There’s currently an emphasis on inclusivity, interaction and light-hearted entertainment, which continues to drive strong interest in the games and puzzles category. A notable shift this year is the growing demand for accessible, pick-upand-play games that allow players to dive straight into the fun without complicated set-ups or lengthy rule explanations. Consumers are increasingly gravitating towards games that are easy to learn and quick to get going, and that keep playing downtime to a minimum. This trend reflects a desire for games that maximise player inclusion and interaction, creating engaging, social experiences. We’ve seen a rise in demand for lines that fit this profile, such as Who’s in the Bag and Speedy Words.

When it comes to family games, consumers are looking for multi-generational titles such as Subbuteo, Blurt and Pointless. These all provide shared moments of light-hearted entertainment, connection and fun, whether during a family evening at home or a casual get-together with friends. At a recent TV commercial shoot we had a family playing Buying Time; it was wonderful to see a variety of ages play the game, challenge each other and discuss answers, laughing and interacting the whole time. Buying Time is a perfect example of a game in which the whole group feels part of the action.

Isobel Walton - National Account manager, Big Potato

This year, one of the most notable shifts we’ve seen is the explosive growth in demand for travel-friendly games. In this category, we’re up +85% year-on-year across our top three titles. This surge highlights a significant consumer mindset shift: games are no longer just seasonal in Q4 but are becoming essentials during spring/summer and peak travel periods.

What’s particularly encouraging is that this growth isn’t limited to online sales. We're seeing equally strong performance in physical retail spaces, especially through impulse purchases in non-traditional environments. When positioned cross-category - such as near beverages or snacking in high-footfall stores - eye-catching compact games are flying off shelves. It’s clear that portability, price point and play-anywhere appeal are reshaping how, when and where people buy and play games.

That's Totally You is our one to watch for this year. It combines everything Big Potato is known for: bold visuals, quirky humour, and easy, social gameplay. From a marketing perspective, its standout colour palette and tactile centrepiece are perfect for showing off on TikTok and Instagram, making it highly shareable and visually sticky. On the retail side, early forecasting is extremely promising in the UK, with strong pickup from key partners. While we're still mid-launch, all the early indicators from our influencer campaigns suggest this will be one of our breakout hits of the year.

Steve Asbey - National Account manager, Cheatwell Games

The hobby games market is boomingjust ask anyone who was at Games Expo in June. Serious gamers are chasing new, richer worlds that offer strategy and at times are highly complex, but that can still finish before midnight. Our many new game releases this year tick that box; they’re highly replayable with beautiful components, and designed to hook newcomers while also satisfying seasoned players. At the same time, families are sticking with the quick, inclusive games they discovered during lockdown, as well as kids’ games that support STEM skill development and storytelling. These are Cheatwell’s speciality.

We’ve been a trusted name for innovative, quality family games for nearly 40 years. Now, with the introduction of hobby games such as Feed the Kraken and Guildlands, Cheatwell is expanding into more immersive, strategic and social gaming experiences - without losing our hallmark for quality and value.

Feed The Kraken offers players a thrilling, hidden-role social deduction adventure with a captivating pirate mythos. It’s perfect for players who love mystery, bluffing and teamwork. Guildlands showcases innovative world-building and tile placement, plus a competitive strategy, expanding our portfolio into exciting new territory. Both games bring modern, sought-after mechanics to our line-up, making Cheatwell a go-to supplier for both casual and hobby gamers. As for next year, Karak, Torres, One Hit Heroes and Ape Town are all in the pipeline for a 2026 launch.

Tim Maas - Marketing lead EMEA, Hasbro

We’ve noticed that the leading purchase drivers are previous play experiences or personal recommendations, so over the past year we’ve put greater emphasis on encouraging consumers to engage with more of our games and share their feedback. Whether that’s trying in-store demonstrations, hearing about us on social media from our advocacy programme or through joining us at games conventions, we’re creating more opportunities for people to connect with our products.

We’re excited for Connect 4 Frenzy, a fantastic new twist on the classic Connect 4 game. Everybody bounces their discs into the grid at the same time, with the aim of getting 4-in-a-row. Players can take over an opponent’s spot by landing their disc in the same place and can go head-to-head or play in teams in this fast paced, competitive game. It’s really very moreish!