28 minute read
Games and Puzzles – product ideas and a look ahead for this evergreen sector
Orchard Toys
Let the games commence!
Games and Puzzles is a super category that has seen an explosion in demand over the past couple of years. We find out what’s selling well and what the future holds for the sector
The Games and Puzzles super category experienced huge growth in 2021, growing 23% in 2021 compared with 2019, according to NPD figures, but took a small downturn at the beginning of 2022.
Toys n Playthings talked to a number of games and puzzles suppliers to find out the state of the market and what they think the future holds for this important sector.
Konrad Hoenig, CEO at Aquarius, agrees that the market has benefited from increased interest: “The past two years have seen significantly increased consumer and retailer interest in these product categories. As the global market continues to recalibrate, the ongoing commercial health of this sector will be driven by clear innovation and new approaches to meet the requirements of consumers and their evolving attitudes to puzzles and games.
“Impactful product design, authenticity, and product content relevance, especially when integrating with a licence, will be key to growing these classic product segments. ‘’
Keeping the impetus from the pandemic is a key focus for University Games and the
Lagoon Group, as sales director
Mark Jones explains: “The pandemic certainly delivered an unprecedented uplift in the popularity of games and puzzles, as families searched for at-home entertainment that wasn’t screen oriented, and so the pandemic period proved an exceptionally busy and buoyant couple of years for us. This year, as the world has begun to return to a level of normality, maintaining that momentum of the resurgence in popularity of games and puzzles has been key for us.”
However, there has been a dropoff in home learning interest, Orchard Toys MD Simon Newbery points out: “Post pandemic, there’s
What was once “
“entering the wider marketplace Libby Everett, Thames and Kosmos
definitely some fatigue around home learning, but there’s still demand for games that support children’s classroom learning and support parents to help their child, plus there’s always a demand for entertaining games and puzzles. We’re seeing a good performance from our 2022 lines and our bestselling SKUs, but we can also see the impact of the current economic climate on consumer spend.’’
But there is plenty of good news, as Libby Everett, board game sales, Thames and Kosmos points out: “The games and puzzles market is in a very healthy place. What was once considered a niche hobby in the UK is slowly becoming more mainstream; the demand for games is increasing and a greater selection are entering the wider marketplace.’’
Epoch marketing manager Matt Shaw agrees: “Despite the Games and Puzzles super category being down (-9% YTD, June 2022), we remain positive about the category as a whole. Super Mario Epoch Games is performing very well, bucking the overall trend with +462% growth full year 21 vs. 22 growth since its launch in 2020, making Epoch making toys the fastest-growing toy manufacturer in the Children’s Games category.
This is partly due to the popularity of the property and variety of play patterns we have developed. Nintendo (Super Mario) is the number two property in Children’s Games with a 4.7% share and the top gaining property.’’
Challenges
Despite the huge spike in popularity during lockdown, the sector did face some issues, as Aquarius’ Konrad Hoenig, explains: “The pandemic was a challenge for everyone for different reasons. For suppliers, manufacturing was directly affected. Plus, their design teams were suddenly separated, which impacted on different levels, putting project timelines in jeopardy, and sales departments could no longer travel for meetings.
“For consumers, their entire world was turned upside down, which prompted many to search for comfort in childhood hobbies. Because of this, we saw a spike in interest for nostalgic licences. Consumers also turned to puzzles and games to fill their time during lockdown, when many were spending more time at home than ever before.’’
Other suppliers saw a similar trend. “We experienced growth in sales for our games and jigsaw puzzles during the pandemic, as overnight we became a go-to brand for helping parents with home schooling, and for keeping children entertained – so yes, we definitely saw a spike,’’ says Orchard Toy’s Simon Newbery. “We’re still seeing a thirst for educational games, though not to lockdown levels. Not surprisingly, as demand has returned to normal, sales have slowed and returned to a more even trajectory too.’’
The same was true for Thames and Kosmos: “During the pandemic sales of board games at Thames and Kosmos increased by 37%. Existing customers broadened their collections to add variety to gameplay. This period also brought many new customers to the sector, these end users are continuing to enjoy boardgames even now that the world has opened up again,’’ says Libby Everett.
And there are more encouraging signs: “Children’s Games is almost back to prepandemic 2019 levels, which is encouraging and demonstrates the subcategory moving in a positive direction with further growth projected in 2022/2023.’’ says Epoch’s Matt Shaw.
University Games Driving sales
So, as we head out the other end of the pandemic, what is driving sales in the sector now?
Aquarius’ Konrad Hoenig says: “The kidult market presents a huge opportunity for retailers. During the pandemic so many aspects of life were beyond our control. The uncertainty meant many wanted to regain some normality and sought comfort where they could. One way of doing this is revisiting games or licences they loved when they were younger, which is really driving growth.’’
While for Toynamics, it’s all about educational value, says MD David Allan: “The pandemic certainly caused an increase in parental awareness of the educational value of toys, and we’re seeing a continued demand and sales for playful games and puzzles that encourage learning, and products with extended play value.’’
Over at the Lagoon Group and University Games, diversification
Being green
Sustainability is a key focus in the toy industry and the games and puzzles sector is no exception. We asked, how are suppliers doing their bit for the planet?
“Sustainability across the board is important, no matter the industry. Consumers are more keenly aware of the climate crisis than ever before and demand more, and plastic is often a particular concern because they can visibly see the waste. We prioritise using wood and paper for our products, which negates this concern with consumers, and it also means they are often viewed as collectables.’’ Konrad Hoenig, Aquarius “We have a product portfolio of more than 700 games, puzzles and gifts, and our commitment is to significantly reduce single-use plastic throughout the product and packaging process. We have also removed shrink wrap and all other single-use plastic from all our games and puzzles wherever possible and ensured that our outer packaging and product packaging are fully recycled and fully recyclable wherever possible. In fact, in 2021 we removed single-use plastic from more than one million games and puzzles sold.’’ Mark Jones, University Games and Lagoon Group “As a business it’s something we feel passionate about, especially as all our games can be enjoyed without the need for electricity or batteries. We’re constantly looking for ways to enhance how we help protect the planet. All our products are manufactured using recycled board, we only use vegetable-based inks and other than the box itself we never use any additional outer packaging. We encourage our customers to extend the lifecycle of our products by passing them on, and to support this we offer a misplaced pieces service.’’ Simon Newbery, Orchard Toys “Consumers are demanding more sustainable products – and we’re doing our best to fulfil that demand. Hape is the world’s largest manufacturer of toys made from renewable raw materials - in addition to wood, we make toys using rice, fasal, bamboo and cork.’’ David Allan, Toynamics UK & Ireland “We have made steps to minimise singleuse plastics within our products, for example paper bands on cards. We are also using more wooden components for items such as dice where possible. However, we have found that retailers still expect the outer box to be shrink wrapped; we will continue to look at ways to improve this.’’ Libby Everett, Thames and Kosmos
is the key, says Mark Jones: “Diversification of innovative products within the sector has played a major role in growing desire for games and puzzles. And with The Lagoon Group joining University Games, we have welcomed a fantastic range of games and gifts into our portfolio, which has helped provide depth and diversity as well as a great range of dedicated Christmas lines. These include the Plasticine Advent Calendar and Nativity Scene, Christmas Table Tops and Christmas themed Games in a Tin. We also offer a great range of puzzles that are more than just a jigsaw; for example, our Murder Mystery Puzzles invite the puzzler to solve a crime as well as build a jigsaw, and our licensed 3D Puzzle and Model ranges of Star Wars, Harry Potter, Marvel, Disney and Game of Thrones have opened up a whole new world of collectability for puzzle and model builders.’’
Libby Everett at Thames and Kosmos believes that there is a whole new appreciation for spending time together without spending a lot of money – and what better way to do that than with a game? “Sales continue to be above the pre-pandemic levels. Families and groups of friends are continuing to enjoy spending quality time together around a boardgame.
“Games bring great value for money when choosing a form of entertainment, as budgets become tighter and tighter in many homes around the country, the cost per head, per play is considerably lower than many other forms of entertainment.’’
Finally, parents are looking to keep learning fun, now the kids are back at school says Simon Newbery at Orchard Toys: “Learning Made Fun sits at the heart of all our products, and we’ve really dialled up the fun element in our 2022 lines, so children are learning without actually realising it as they’re busy having so much fun playing. Plus, shoppers are always looking for gift ideas, and Orchard Toys games and puzzles make perfect gifts.’’
Key trends
Identifying trends in any sector is important – for both suppliers and retailers. Knowing what your customers want is half the battle for increasing sales. “Games and puzzles that reflect a current theme or trend always prove popular with shoppers,’’ says Orchard’s Simon Newbery. “Winners for us currently are our dinosaur-themed products. For example, Dino Snore Us, Dotty Dinosaurs, and Dirty Dinos. The appeal of dinosaurs appears to be timeless! ‘’
Aquarius, meanwhile, is always looking for product that offers something different to the consumer. “Consumers want to see uniqueness,’’ says Konrad Hoenig. “They are used to seeing card games and puzzles, so products need to be distinctly different to excite them, whether that’s bigger, more challenging puzzles, or unusual licences they aren’t used to seeing on the shelf. For example, while there will always be a following and a place for iconic franchises like Harry Potter, licences such as Peanuts and Gremlins catch attention because they spark strong nostalgia among fans.’’
Mark Jones at University Games is seeing different trends emerge: “On-trend themes, such as mindfulness and wellbeing, as well as single-player games, have proved very popular, and we have had great success with our new Mindfulness Games and Puzzles, as well as our Murder Mystery Case Files that can be played with just one player or more. We are also getting a lot of interest, ahead of the launch, in our new confounding word strategy game, 5-Letter Wordlet, which will see the hugely popular single-player online trend, brought into the home and played in competition with family and friends on games night.”
Staying in is another trend being seen at Thames and Kosmos, says Libby Everett: “The demand for two-player games continues to grow. These were extremely
we’re seeing a “
with extended play value “
David Allan, Toynamics UK & Ireland
Family bonding
Rachel Brydon is a parent relationship coach. She has 20 years’ experience working with families. She explains some of the benefits of games and puzzles...
“In an age of screens and the fast-hitting dopamine of social media and video games, we can’t forget the positives of board games and puzzles. I use games in all areas of my work from the adults to the smallest family member. There are some lovely ways games help families come together and bond.
They are quite literally together, playing a game.
Time spent together is precious and as adults and parents we have many competing demands for our time. Spending time doing a shared activity is important for building memories.
The creation of in-jokes and shared language.
If you play with the same people often enough, you will be able to read their actions and you will be able to spot something funny to retell in stories. It is impossible to not eventually do something absurdly silly; argue against a rule when you know you’re bang to rights; or see a victory dance or two. Having these shared stories enables bonding and gives all members of the family a chance to tell their version or add on their perspective.
Traditions
Some board games represent a time and place - Monopoly at Granny’s on Boxing Day, or Uno on train journeys. Every December I buy a Wasjig puzzle and over the month it’s completed by family and friends.
Laughter
Games, and the playing and cheating at them, can cause much hilarity. Laughter releases wonderful endorphins. This supports family bonding as they help us feel good about the people we are with, and about ourselves.
Inclusivity
Gone are the days of board games being hard to set up or understand, we now have a fabulous range that supports all ages and abilities in the family. Some games such as Uno and Dobble are not only great for all the family but are small enough to carry around in a bag.
Mattel
popular during the pandemic as couples stayed at home, however, this demand remains with the trend for nights in extending beyond Netflix!’’
But it’s not all about cosy nights at home, she adds: “As more consumers return to travelling, small box games have proven to be very popular due to their portability. Travel editions such as Ubongo! Brain to Go, is perfect for travel, we will extend this range with a compact version of Dimension to be released in 2023. The Roll & Write Genre is also a popular choice for travel, especially as the player numbers are often less limiting. Rustling Leaves and Lost Cities have both sold well and we have high expectations for My City Roll & Write, which will be added to our range in 2023. These games have the added bonus of being perfect stocking fillers giving them yearround appeal for retailers.’’
The Golden Quarter
And as we head into the Golden Quarter – a key time for the toy industry and this sector – we asked our suppliers what they thought the market held?
Konrad Hoenig at Aquarius acknowledges that there will be challenges ahead but is feeling positive: “Given both the current macro-economic and socio-political climates, especially in relation to inflation levels and consumer confidence, it is even more challenging than usual to predict how the final picture at the end of Q4 will ultimately look, for both retailers and suppliers.
“Games and puzzles, though, have a natural affinity with this key gifting period, and their resilience, coupled with keenly appropriate price points, should deliver success for all parties.’’
University Games’ Mark Jones echoes these sentiments: “As a nation we are facing a difficult economic environment, that is set to become even tougher. However, Christmas will arrive, and presents will still be purchased, but potentially not on the scale we have been used to in previous years. Games and puzzles make a great choice of gift, available at a competitive price point, they provide a substantial present, and can even be purchased as a single gift for a whole family. In times of economic uncertainty, consumers will also stay with what they know and love, so renowned licensed products such as Subbuteo, Star Wars, Harry Potter and Paddington, are likely to fare well.”
Simon Newbery at Orchard Toys is also conscious that good value is the key this year: “Consumers will be watching what they spend, and be increasingly cost conscious; they will be looking at price and value for money. Within our range, products such as the mini games collection give retailers
Smart Games
Ask the retailers We asked…
What is selling well? We are still selling inordinate numbers of jigsaw puzzles, which is a hangover from lockdown. And lots of modelling kits from Tamiya. What do you think will sell well this Christmas in this sector – and why? I suspect we’re going to see fewer big-ticket items like wooden dolls houses, and higher sales in smaller-value items such as craft kits and build kits. Dr Wendy Hamilton
Grasshopper Toys’ Helensburgh, Scotland Online at www.curiousminds.co.uk
What is selling well? We are doing really well with a range from Professor Puzzle – the games are really engaging, well priced and customers can really see how they can play them. Games such as Burger Balance and Hexagone are popular – they have strong wooden pieces and are easy to learn. The Laurence King range of animal-based games continues to do well for us – Bird Bingo, I Saw It First and Who’s Hiding. What do you think will sell well this Christmas in this sector – and why? We always do well with the Usborne range of books and jigsaws at Christmas – they have such strong graphics. The new IQ range from Smart Games includes the excellent mini – a great stocking filler. Peter Allinson
Director, Whirligig Toys Brighton, Canterbury, Chichester, Tunbridge Wells and opening in October 2022 – Cambridge.
What is selling well? We find customers like more strategic and quiztype games at the moment. We have a big range from University Games, which sell well. What do you think will sell well this Christmas in this sector – and why? Adult games have sold very well for us due to changes in people’s socialising habits so I think anything in this sector will be good this year. Ian Bailey
Baileys Toymaster Gorey, Co. Wexford
What products do you stock in this category? Our games and puzzles range is a huge part of our business, quite possibly fuelled by my family’s love of jigsaws and board games! We stock an extensive range of Big Potato games in particular. What is selling well? Smartgames are a constant in our shop; the variety of puzzles from toddler to adult is astounding. As for jigsaws, our biggest sellers for younger children are the Floss and Rock range, however we added the Headu jigsaws last year and these have been a huge hit. We predict that these lines will continue to sell and be a big seller this Christmas. Liz Amphlett
Toytastik, Chepstow
a great low price point to offer customers – they also make an ideal stocking filler - and many of our puzzles offer added value with the inclusion of fantastic posters and fun fact-based learning booklets. ‘’
While Toynamics’ David Allan goes further, seeing the current climate as a real opportunity: “When their purse is squeezed, shoppers are less likely to spend on disposable toys, and more likely to invest in longerlasting heritage type toys. This is a real opportunity for the wooden category, and I expect retailers will see a rise in popularity of wooden toys, games and puzzles – fuelled also by consumer demand for more sustainable toys.’’
And the positive vibes continue, says Libby Everett: “The final quarter here at Thames and Kosmos is looking very positive; this is helped by the enormous popularity of the Exit Advent calendars and the release of another new Exit game, Return to the Abandoned Cabin. Thames and Kosmos also has a great selection of ‘stocking filler’ games, which we know will be extremely popular as we move towards the end of the year.’’ We experienced “ Epoch is expecting similar positive sales, as Matt Shaw explains: “Looking ahead to growth in sales Christmas we predict a rise in for our games sales for the Games and Puzzles and jigsaw puzzles during industry as families seek gifts that they can play together over the festive period. The last time the pandemic, Christmas Eve was on a Saturday as overnight we (2016), Week 51 was the biggest became a go-to shopping week of the year brand for helping parents with home accounting for 5.8% of annual toys sales. This year, Christmas Eve is also on a Saturday so we anticipate Christmas 2022 will schooling, and mirror a similar increase in sales for keeping and hopefully this will replicate children across all categories.’’
entertained – so yes, we
Orchard Toys Marketing
With so many new and key products in the sector it’s vital that companies get the word out there and also support retailers when it comes to marketing, to make their products stand out from the crowd. So how are our suppliers planning to do that?
Konrad Hoenig says that Aquarius “supports our key products through multi-channel marketing and works closely with our distributors and retailers to support their own marketing activity. There’s a range of ways retailers can reach consumers to market unique product offerings, from social media through to traditional advertising methods and we recommend utilising all channels to maximise impact.
“For the kidult market in particular, social media is key, as this demographic tend to spend a significant amount of time online.”
University Games and Lagoon Group also has some big plans, says Mark Jones: “Alongside our dedicated sales team that are always on hand to help our customers with product selection and merchandising, we have big plans for our Q4 campaigns this year. Activity for the iconic Table Football game, Subbuteo includes prime time TV, radio and high-profile online campaigns. We will also be delivering significant digital campaigns to support a number of our popular family games such as Smart Ass, Perudo, Who’s In The Bag, Quicksand and 5 Star Review Game, as well as adult games, Judge Your Friends, Bigger Is Better and the Murder Mystery Case Files.”
Social media is a major focus at Thames and Kosmos, but it also has a partner scheme for retailers: “We have a Pro Shop scheme partnering with selected bricks-andmortar boardgame shops and cafes,’’ says Libby Everett. “One aspect of this mutually beneficial relationship is that our campaigns have a wider audience. Each post on social media can now reach the end user in the local area of our partnered stores and is therefore much more effective.’’
Toynamics also offers a wide range of retailer support, along with digital offerings, says David Allan: “We’re supporting retailers by continuing our ‘Toy of the month’ incentive which provides discounts on certain lines; along with in-store support with theatrical displays and eye-catching CDUs.
“We’re also launching our biggest Christmas advertising campaign to date to support the Hape brand at retail through the October to December period. It will run across digital and is based around learning through play, and the idea that when you give a Hape toy, game or puzzle to a child, you’re giving them more than something to play with, you’re unwrapping their potential. We’ll also be offering retailers a strong support package, with POS and window display kits available. And we’ll continue to promote to consumers through brand partnerships, social media, influencers and PR.’’
The story is similar at Orchard Toys: “We’ll be supporting our Christmas lines with a strong digital mix of social media, PR, and online advertising, says Simon Newbery. “Plus, there’ll be support for our footballthemed products, such as Football Game and Penalty Shoot Out, in the build-up to and during the World Cup. We offer retailers a comprehensive in-store point of sale support package, from display banners to headers, shelf strips, product barcode booklets, and merchandising. Additional in-store support can also be discussed with your Orchard Toys sales rep or agent.
“Retailers also have direct access to download brand
resources, including product and lifestyle imagery, videos, gameplay instructions and activity sheets, all great assets for letting consumers know about our games and puzzles.”
What’s next?
So, with a positive outlook and some great ranges for retailers to fil their shelves, it seems like the games and puzzles sector is on an upward trajectory. So what do our suppliers see for the category as we head into 2023?
Simon Newbery thinks that screen-free fun will continue to be a key focus: “In a world full of electronics, parents and children still enjoy simple, fun
‘traditional’ games and puzzles products, so there is a strong future for this category, with consumer demand for screenfree games and puzzles that offer simple, engaging, appealing fun game play for children. And as cost-conscious consumers watch what they spend, they will be looking at quality, price and value for money.
Mark Jones at University Games also believes cost and value will be a key focus: “The games and puzzles sector is likely to remain stable and in line with the rest of the toy industry but there is little doubt that non-essential retail will be affected as consumers continue to feel the effects of the cost-ofliving increases.
“We will be investing in and adding even more exciting games, puzzles and gifts to our 700-strong product range in 2023, to ensure our portfolio caters for the entire family from preschool through to adult, and has something for everyone.”
Thames and Kosmos’ Libby Everett also remains positive that games will survive the financial crisis: “Despite the financial uncertainty and increase in household expenses, the sector is growing and will continue to do so in 2023. It will be no surprise that some existing customers will begin to tighten their belts and spend less. However, the hobby is growing in popularity, as the sector reaches a wider range of retailers, more consumers are discovering the joy of boardgames, continuing the upward trend.’’
And we’ll finish on another positive note, from Konrad Hoenig at Aquarius: “Looking beyond Q4 and into 2023, there are grounds for positivity for everyone involved within the myriad areas of puzzles and games.
“Key international trade shows that have not happened for two years, such as Spielwarenmesse Nurnberg, are back. This will allow further in-depth exploration of the ongoing needs for this key product sector going forward, with suppliers and buyers sharing ideas for future needs, as well as potential challenges, in relation to their common customer.
“In addition, given the likely continuing macro-economic backdrop, key elements of continued success for these two product areas will be effective and timely product supply, coupled with engaging and relevant content and activities for consumers to undertake.
“Games and puzzles offer and demand fun. With this continuing to be at the heart of product design, there will always be a bright future.”
Looking ahead to Christmas we predict a “
rise in sales for the Games and Puzzles industry as families seek
Matt Shaw, Epoch
The secret to a good night’s sleep!
Nicole Ratcliffe, founder of Baby2Sleep, is a holistic, family-centred sleep coach who supports babies and young children to sleep well. She explains how games and puzzles can be woven into a nighttime routine… “In the run-up to bedtime, I usually suggest to my families to have some fun together, as energetic family play is helpful in burning off any last bits of physical energy and helps rid any stresses or anxieties - laughter is a fantastic natural stress reliever.
“After the fun time, I like to recommend adding a section to help wind down and tire little ones mentally that also has a positive impact on family bonding before bed. We are so obsessed with our phones these days that it is so easy to miss our little ones developing and growing up, so a chance to put the phones away, sit together and play a game or do a puzzle together forces us, in a nice way, to focus on our children, and give them the attention they crave and need while helping them secretly learn.
“With the right games, this can be done from as young as 18 months old. I like to recommend jigsaws with big, colourful pieces and Orchard Games for the very young children. There are many matching, pair and memory games in the Orchard collection, and these are wonderful for helping our young children learn visually. From around the ages three to four, simple board games such as Snakes and Ladders are great as this helps to learn about chance, winning, taking turns, and counting. From about five, games such as Junior Scrabble and Junior Monopoly come into their own, and this is when the parents may start to have a little more fun as these games are more familiar to us as adults.
“The great thing about playing games and puzzles like these in the run-up to sleep is that our brains process what we learn while asleep, so you may just find that the next night when they come back to the game, their understanding is better, and quicker than you thought it would be. Parents also don’t need to let them win every time, it is good for children to lose and learn to lose well, just like it is good for adults to model good sportsmanship when winning or losing.’’
EPOCH MAKING TOYS
0208 049 1377 sales@epochmakingtoys.com www.epochmakingtoys.com
Epoch Games’ Super Mario range has enjoyed considerable success since its launch in 2020. The entire collection includes seven fun and interactive games each carefully designed to replicate and bring the iconic world of Super Mario to life for fans aged five and above. Featuring all the franchise’s most-loved characters, players can perfect their balancing skills, topple their opponents, and race their frenemies. In addition, the playing figures can be used interchangeably with the Super Mario Epoch Games that are part of the Link System, offering increased play value and collectability.
The newest game to launch is the Super Mario Adventure Game DX. In this exciting, intense game, players go on an adventure to Bowser’s Castle, using their skills with the three buttons and two revolving wheels to tackle seven tricky obstacles. From jumping walls to sliding down drainpipes in true Mario fashion, they must avoid well-known foes including Hammer Bro and Kamek.
Inspired by the world of classic Mario Kart, Super Mario fans both old and new are guaranteed heaps of fun racing their friends around the action-packed Mario Kart Racing DX track. Can they overcome and champion the winding road, the popup stairs, the treacherous seesaw bridge,
Super games from Mario Guess what… The playing figures from the Super Mario Epoch Games can be interchanged thanks to the Link System, offering increased play value and collectability the dirt boards, the tilting slope, and the daunting hill climb? Super Mario Blow Up Shaky Tower is a game that puts nerves and skills to the test. Players must steadily place their chosen Super Mario figure on the tower one at a time. Beware, if the tower shakes too much - the ball will drop and send all the characters flying. Players can show off their shooting skills with the Super Mario Fire Mario Stadium. Just like the familiar pinball game, players battle it out as Fire Mario or Fire Luigi against their opponent, shooting the fireball discs, hitting the targets, and thwarting their enemies’ efforts to be the first to topple Bowser from his tower. Super Mario Piranha Plant Escape is a thrilling board game with a twist. Don’t wake the pesky Piranha Plant. Marketing support includes PR, influencer partnerships, a TVC featuring the Adventure Game DX airing in September, and the upcoming launch of the Epoch Games social media channels.
Head for heights
FLAIR GP
0208 643 0320 sales@flairplc.co.uk
Get to the Peak is a new game where players must help their two climbers scale a mountain to reach the peak before their opponent. The risk you take while climbing is up to you; the more secure you climb the safer you are, but it reduces your speed. Players must be careful where they put their axe – the other player might make their opponent fall.
Meanwhile, Battle Cubes lets kids challenge their friends to a game of Rock, Paper, Scissors.
These games will benefit from TV support in AW.
Encouraging critical thinking
TOYNAMICS
0116 478 5230 www.toynamics.com
Glow in the Dark is a collection of 1.5-metre-long puzzles for ages six-plus and available in Dinosaurs, Magic Forest and Under the Sea. In daylight the puzzles are full of colour and in the dark, each turns into a new image. The dinosaurs turn into the skeletons of extinct creatures, and the Magic Forest turns into a beautiful night full of fireflies. The Hape Human Body Puzzle is an educational puzzle created to teach children how the body works. This 60-piece puzzle comes with 10 additional wooden parts, including the heart and lungs.
