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...

The games & puzzles category saw unprecedented growth during the 2020 lockdown, and as TnP goes to press, the UK is still under ‘stay-athome’

With such an upswing in sales last year (+19% according to NPD figures), is it possible for games & puzzles to maintain consumers’ interest, especially as spring approaches and the vaccination progresses apace, bringing with it hopes of days out and trips away?

We talked to a number of suppliers about how they are planning to ride on the coattails of last year’s excesses.

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

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 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.

Family time is definitely the name of the game for this category, so how are games makers catering to this trend? Mookie’s international marketing manager Christina Aikman says: “Our focus for 2021 has been on developing games that all the family can enjoy together, regardless of age. A key aspect is interactivity that brings excitement and hilarity to the game, encouraging competitiveness but also inspiring laughter.’’

“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 indoor active fun. We have a robust marketing plan in place to continue to help stimulate sales as we lead into the all-important games season in A/W, along with a host of new games including You’re on Mute, Unsolved Case Files, Battle of The Ages and Double Ditto.’’

“We have incorporated more gateway games to meet demand from ‘non-gamers’,’’ adds Nicky Thomas-Davies, board game sales and marketing manager at Thames & Kosmos UK.

Inclusive family games are on the menu at University Games, too, says Richard Wells: “Our family games encourage everyone from the youngest to the oldest to get involved!’’

Family has always been the focus at The Happy Puzzle Company, says MD Gavin Ucko: “Getting families playing together has always been at the core of what we do and that will never change. What has changed is the fact that people are really embracing that now.’’

Kay Thompson says Winning Moves will be producing “more favourites such as Monopoly and Cluedo, as well as much-loved card games like Top Trumps. Top Trumps is a generational game. Parents used to play with them as children and now they can play together - the only question is whether they’ll let their children win or take all the glory for themselves!’’

For Asmodee UK, the trend for family playing time has “seen phenomenal growth for some of our pillar brands such as Dobble, Ticket to Ride and Catan,’’ says Roger Martin.

“We have improved our two best selling titles, Hedbanz and Beat The Parents,’’ says Phil Hooper, senior commercial director at Spin Master Toys UK. “We’re also launching new games that have toyetic components, and partnering with popular licences such as Harry Potter.’’

But in a technology-led world, are board games and puzzles enough for modern families?

“Classic board games are always going to be important,’’notes Mattel’s Kelly Philp. “However, we also recognise the importance of innovationthrough tech giving us the opportunity to expand on the gameplay and add new features that we know people will love. We have seen that work with Pictionary Air.’’

Tech has its uses, says Nicky Thomas-Davies at Thames & Kosmos, which has developed a ‘Helper App’ for use with many of its games. “It is helpful not only to discover tutorials and rulebooks but, in some cases, it actually reads out the rules and answers, which is part of our aim to make our board games accessible for all players,’’ she says.

Technology can help those isolated during the pandemic too, points out University Games’ Richard Wells. “Retrostyle games are still important to this sector and always will be, but consumers are also looking for something more,” he says. “Due to the amount of time that we are all spending indoors, single-player games and games that work across virtualplatforms are soaring in popularity.’’

However, for many of our games makers, a retro feel is the winner. “People are looking for classic, retro games. No trickery, no digital aspect, just pure enjoyment and entertainment - reminiscent of the games they played as children,’’ says Winning Moves’ Kay Thompson.

There is definitely a trend for taking time away from our screens and engaging in traditional play such as board games, card games and jigsaw puzzles, says Gibsons Games’ Rebecca Hersee. “Over the past year it has been great hearing from so many customers about how puzzles and games have been a saviour during these difficult times. We are confident that traditional puzzles and games will continue to be enjoyed as a means of escapism from the technology that is such a big part of our lives.’’

Asmodee UK’s Richard Martin agrees, but with a caveat: “The games industry is always innovating but a key part of its continuing success is that games offer a way to engage with each other offline - which is very appealing for people who are spending a large proportion of their day interacting primarily through video conferencing apps right now. Having said that, there are also plenty of opportunities to incorporate technology into games when it adds to the experience.’’

Talking of traditional entertainment, jigsaws have been the success story of 2020, so it’s no surprise that puzzle makers are expanding their ranges.

“We have introduced jigsaw puzzles based on Lord of the Rings and The Hobbit. These have proven to be an immediate hit with gamers and the general public. We will be releasing two new Exit jigsaw puzzles in late spring, which introduces a new play mechanic into our range,’’ says Nicky Thomas-Davies at Thames & Kosmos.

“There will be a focus on our range of Escape Puzzles, which are designed to bring the challenge of an Escape Room into the comfort of your own home,’’ says Ravensburger’s Katy Fletcher.

Gibsons has already released more than 40 designs, says Rebecca Hersee. “And there really is something for everyone, from our Little Gibsons range to our White Logo collection and even our Piecing Together range, which is aimed at those with dementia.’’

Winning Moves also grew its offering from 10 SKUs to just under 30 in the space of the year, explains Kay Thompson. “We even introduced a new type of puzzle: our Monopoly Regional Editions, whereby players can build a Monopoly board based on certain locations around the UK.’’

University Games has added a new twist to puzzles too, Richard Wells explains: “Each Mystery Puzzle comes with a story. Complete the puzzle and piece together the clues to solve the crime.’’

Spin Master, meanwhile, has launched a range of Calm Puzzles. “As we’ve all experienced a rollercoaster year, mindfulness is becoming more of an ever-present subject and our Calm Puzzles are perfect for people who are looking for something to take their mind away from the usual day-to-day tasks!’’ says Phil Hooper.

So it looks like puzzles and games will continue to be popular. “People have fallen back in love with playing games and puzzles that don’t involve a screen,’’ says Gavin Ucko at The Happy Puzzle Company. “We need to keep on developing things around that fact, because once you fall in love with something it’s easier to carry on loving it than to stop loving it.’’