Feature
Games & Puzzles
Good moves
The Games & Puzzles category was one that fared exceptionally well during the pandemic, and now that particular fog is lifting, it’s clear that a return to normality doesn’t mean a slump in sales. Rachael Simpson-Jones speaks to a selection of leaders in the space to find out how they’re approaching the category this year and what new opportunities lie ahead.
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n the February issue of Toy World, putting paid to the notion that fatigue might be setting in amongst consumers, The NPD Group’s Melissa Symonds reported that Games & Puzzles was the second fastest growing category in the last two years, up +16% (an additional +£36m) and representing 12% of total toy market sales. The data showed the category had retained an impressive 85% of the 2020 gains in 2021, with trading card games – particularly Pokémon, which this year benefits from the launch of Pokémon Scarlet and Violet on Nintendo - and family board and action games holding their own particularly well, alongside adult puzzles. As a category, Games & Puzzles benefitted from the impacts of Covid-19, as billions of consumers sought ways to stave off cabin fever at home during the long months of lockdown. Of course (rightly or wrongly), restrictions have now all but vanished across much of the UK & Ireland, with only mask mandates to go
in some areas. There’s always been a slight concern that, once life returned to something more closely resembling normality, sales in this category could decrease – but it seems many people are planning a year of get-togethers and celebrations. Beth Motherwell, UK marketing manager at Big Potato, says the team at the Shoreditch-based games studio has noticed that this year, retailers are placing more of an emphasis than usual on spending time together as a family. She tells Toy World: “It’s not just about who can eat the most chocolate anymore: people have spent so long apart that we all now really appreciate the special time we get to spend with friends and loved ones. This is obviously great news for the game and puzzle industry, as we all know there is nothing better to bring people together.” Anil Boodhoo, a director at Asmodee, notes that the cost of living is on the rise and family budgets are under pressure, leading him to believe that consumers
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might splash out on games and puzzles for another reason: staying home voluntarily, thereby saving money on entertainment. He adds: “We’ve also seen our educational games thrive, as parents look for ways to reduce screen time – BrainBox, with its recent rebrand, is proving very popular. We’re really working with our teams to ensure that the games people invest their hard-earned cash in offer value for money and stand the test of time.” Speaking of standing the test of time, the iconic football game Subbuteo celebrates its 75th anniversary this year. The game has come a long way since it was launched in 1947, with its wire goals and paper nets, cardboard playing figures and bases made from buttons weighed down with lead washers. Nowadays, the extensive range includes a new generation of tough, detailed and accurate figures spanning both the men’s and women’s games. Mark Jones, sales director at University Games and The Lagoon Group, says 2022
