Special Feature - Asmodee

Supporting small, playing big

Toy World’s Caroline Tonks caught up with Gareth Newman, head of Hobby Sales at Asmodee UK, to find out more about this year’s standouts and why Hobby and Independent retail is so important to the tabletop games distributor.

2025 has been an incredibly busy year for Asmodee, filled with new product launches, key promotions, leading initiatives and campaigns, special events and even a major anniversary.

According to Gareth Newman, trading cards have seen exceptional growth, with unprecedented demand across the games category, and board games are also performing strongly. He says: “These results have created plenty of work for our sales team as we handle the inevitable questions about stock allocation; everyone has their own idea of what’s fair. But in truth, these are the best kinds of challenges to have, and it’s fantastic to see such healthy demand across multiple categories.”

Trading card games have been a real standout this year, with Pokémon and Magic: The Gathering leading the charge. Pokémon has been the talk of the industry in 2025 and shows no signs of slowing down. TCG players have had lots to look forward to, with the release of Prismatic Evolutions in January, Journey Together in March, Destined Rivals in May, Black Bolt and White Flare in July and the highly anticipated Mega Evolutions to be released this month.

“While I can’t reveal too much just yet, 2026 marks the 30th anniversary of Pokémon, so I think it’s safe to say there’s a lot for fans to be excited about,” teases Gareth. “We anticipate another year of outstanding product launches and strong demand.”

Many indie retailers have struggled to keep stock due to Pokémon’s massive popularity, selling out within hours of opening on launch days. Gareth acknowledges the importance of managing stock carefully, stating: “Available product volumes are distributed among our partners based on clear, objective criteria to ensure fairness across all customers. While we know every store could sell more, this approach helps us maintain balance and ensure long-term relationships with our retailers. Looking ahead, I’m confident 2026 and beyond will be fantastic years for Pokémon fans and for the hobby side as a whole.”

Asmodee has also seen board game cafés really coming into their own this year, attracting more families and adult gamers than ever before. In terms of board games, Dobble and Taco Cat Goat Cheese Pizza remain evergreen favourites, with new releases like Brick Like This, Flip 7 and The Lord of the Rings: Fate of the Fellowship achieving strong early sales. “I fully expect these titles to be among our top performers as we head into peak season,” adds Gareth.

The indie sector is a crucial part of bringing Asmodee’s products and initiatives to the masses. Gareth elaborates: “Local game and toy stores offer something no mass retailer can replicate: a place where players connect in-person, try new games and build lasting friendships. They host regular gaming nights, tournaments and demo sessions for everyone, from seasoned players to newcomers, creating the kind of welcoming environment that keeps our hobby thriving.

“Meanwhile, our online indie partners excel at offering customers an unparalleled range of products with excellent availability. Together, they keep the tabletop gaming ecosystem healthy and growing.”

Asmodee has a symbiotic relationship with independents and helps them stand out against the major accounts. Gareth believes it’s worth noting that some of Asmodee’s own major accounts are themselves part of the Hobby and Independent sector, but there are several initiatives designed to give indie stores a competitive edge.

The Key New Release and Hobby Next programmes bring exclusive content to the hobby market, such as the recent Fellowship of the Ring Gandalf figure. “We’ve got more in the pipeline,” explains Gareth, “including a Star Wars: Legion Hondo Ohnaka miniature later this year. We’re also working closely with our supply partners to create more exclusive products and promotional giveaway items that help indie retailers deliver something unique to their customers.”

To help increase footfall in indie stores, the Asmodee marketing team is constantly developing ways to generate in-store demand and attract customers, from hosting special events and in-store demonstrations to running nationwide campaigns that encourage players to visit their local retailer.

“We’re also putting more emphasis on trade marketing, with sales and marketing teams collaborating closely to deliver creative, impactful activations,” states Gareth. “A great example is our upcoming Battle of Hoth launch events, which will take place at Entoyment and at Eclectic Games’ brand-new store. These events are designed to give fans a reason to come in, play and engage with the product in-person.”

The indies have seen Asmodee’s support and offerings first hand and have given nothing but positive feedback in return. The company is often cited first when indie retailers are asked who has been meeting their specific needs. Asmodee is described as being consistent, reliable and always delivers on time, while also working hard to keep everything up to date on what’s coming down the pipeline. Another mentioned that Asmodee can be relied on to be helpful and supportive. This location has recently become more of a trading card games store and welcomes the support it receives in running leagues for customers. This store’s strong start to the year is all thanks to Pokémon, and they can’t get enough of it.

Gareth concludes: “At Asmodee, we put players at the heart of everything we do – building meaningful connections between our players, our products and our people. The Hobby and Independent channel is central to that mission. These retailers aren’t just sales outlets; they are hubs for community, discovery and shared passion.”