Category Overview - Games & Puzzles

Well played

The Games & Puzzles supercategory is a real bright spot within the wider toy industry, continuing to expand both in terms of new products and sales. Historically a standout performer in Q4, the category is set to benefit from some highly anticipated launches and the comeback of organised play and in-store demos. Toy World speaks to a number of leading games and puzzles suppliers as it pieces together a picture of what there is for retailers to play for this year.

According to Circana’s Rory Partis, Games & Puzzles is now the fourth largest supercategory in the UK Toy market, ahead of Action Figures, Dolls and Plush. Impressively, it’s also the fastest growing (YTD July 2023), up +11% compared to the overall market trend ( -4%) and adding over £9m additional sales versus the same time period last year. While the category undoubtedly benefited from lockdowns in 2020 and 2021, leading some to believe that subsequent years would be challenging in comparison, continued growth in 2023 indicates that consumers are still seeking out and purchasing entertainment for the home in the form of games and puzzles.

The majority of Games & Puzzles sales are in the last three months of the year: in 2022, Q4 Games & Puzzles sales accounted for 54% of the annual total. But what about the first nine months of 2023what have been the standout best-sellers and new launches so far? The variety of top performing games and games brand are testament to the breadth of this category. Hasbro has launched the eagerlyawaited The Lord of the Rings: Tales of Middle-earth into the Magic: The Gathering universe during the brand’s 30th anniversary year. According to Craig Wilkins, senior vice president Marketing – Hasbro, EMEA, LATAM, Asia & Pacific, the new addition not only allows existing players to join the Fellowship for the very first time but has also enticed a whole new audience into the world of Magic. Pokémon remains huge for Asmodee, remaining one of the most frequently mentioned brands by our retail contributors, issue after issue, while Anil Boodhoo, sales director at Asmodee UK, says Dobble – currently the No. 4 game in the UK – likewise continues to hold its own with the launch of Dobble Connect. Mattel, meanwhile, is keeping its Uno brand fresh with new additions including Uno Flip and All Wild. The latest Circana data shows Uno to be the best-selling game so far this year.

At party games specialist Big Potato, Herd Mentality - now a firm fan favourite with the company’s core audience - continues to perform strongly, paving the way for its successors, Herd Moovies and Moosic, which arrive later this year. P for Pizza has also been making headlines on TikTok: the platform’s users are apparently showing the game a lot of love, leading to it selling out multiple times. As for new games, Block Party is already off to a great start, with indies loving how visual it is and how well it lends itself to big group get-togethers. In Puzzles, the King’s Coronation saw Gibsons Games’ Coronation of the King jigsaw puzzle become an overnight best-seller, reaching the coveted No. 1 spot on Amazon. Kate Gibson, managing director, Gibsons Games, says: “Capturing the essence of memorable events, with fantastic images that our puzzlers love, is something we pride ourselves on.” Games is actually showing growth across all age groups, with Children’s Games up +7%, Pre-School Games up +6%, and Adult Games up +14%. Family Strategy Games is also growing, up +6%, with Dungeons and Dragons benefitting from the movie release earlier in the year. Sales of the new Dungeons & Dragons Starter Set, Dragons of Stormwreck Isle, are expected to remain strong: Craig Wilkins says newbies to the franchise appreciate the accessible entry it offers. Keys from the Golden Vault, meanwhile, will appeal to existing players, particularly as the franchise heads into its 50th anniversary year in 2024.

Classics, too, continue to hold their own. Classic Monopoly is actually the No. 2 best-selling game in the UK right now, just behind Uno, and Scrabble, still a mainstay in homes across the nation, has been celebrating its 75th anniversary this year.

Although licensed Games are a relatively small part of the market, at 15% market share, Circana’s Rory Partis says they are growing and gaining share. Similarly, Licensed Puzzles are a growth area in the Puzzles subcategory, accounting for a third of overall sales. Indeed, there have been some major licensed launches this year which have brought fresh gameplay and fan-favourite franchises to the market like never before. Mattel’s Uno brand has welcomed Barbie and Super Mario licensed versions, Gibsons has been enjoying strong demand for its Paddington and Care Bear Puzzles, and fans will see Doctor Who land in Magic: The Gathering Universes Beyond in time for Christmas, offering fans the opportunity to meet companions, defeat foes and travel in the TARDIS.

Asmodee, meanwhile, says the launch of its Star Wars Shatterpoint miniatures game has ‘absolutely exceeded’ its expectations. Roger Martin, Hobby & Independent Channel director, says: “This game empowers players to alter the fate of the galaxy, from the Core Worlds to the Outer Rim, tasking them with building and commanding a strike team and pitting them against each other in battle. Loyal fans and players new to the Star Wars universe alike have been feeding back their enjoyment of this kind of gameplay.”

However, the standout subcategory is Strategic Trading Card Games, accounting for 40% of all game spend and growing +35% (YTD July 2023), making it the fastest growing subclass across the total toys industry in the UK so far this year. Pokémon remains dominant, with Magic: The Gathering and Yu-Gi-Oh! from Konami gaining momentum, but all eyes are on Ravensburger’s recently released Disney Lorcana, which is now available across all retail channels. The build up to the launch has been long and strategic, but the work that has gone into it behind the scenes is now paying off, as Katy Fletcher, head of Marketing and Product Development at Ravensburger, explains. “The reaction to Disney Lorcana has been amazing, perhaps even overwhelming,” Katy enthuses. “With more than three years’ worth of development, you’d expect it to be amazing, but we, and Disney, are very proud of what’s been achieved. We’ve had a great couple of weeks since launching with hobby and specialist stores on 18th August, followed by wider retail on 1st September. The launch programme is replicated world-wide and includes the USA and Canada, France, Germany, Austria, The Netherlands and Italy.”

Ravensburger attended the UK Games Expo in June. The event marked the public’s first opportunity to enjoy a game of Lorcana and the queues were reportedly ‘phenomenal’. Ravensburger’s event team was joined by Ryan Miller, one of the game’s co-creators, who spent time playing with visitors. His appearance was especially exciting to core gaming fans. More recently, Ravensburger experienced unprecedented overnight queues at Gen Con (a wellestablished US consumer gaming event), populated by fans prepared to wait - and wait - to get their hands on product, which went on sale exclusively at this event ahead of general launch.

The Disney Lorcana Organised Play programme kicked off on 18th August. Katy says that pre-launch, all of the 100+ approved venues were fully booked, while two stores (Manchester and Belfast) even opened at one minute past midnight to cater to eager fans.

“Players and community are critical components of a successful TCG launch and our investment in this space has proven this to be true,” Katy explains, when asked why Ravensburger felt it so important to launch Disney Lorcana with an organised play programme in place. “Hobby and specialist stores are nourishers of the TCG community and the stewards of our organised play programme, which includes Tournamentcenter’s support in the UK. As such, it is important that we support them and show their value as we progress beyond launch with a continued community programme of engagement.”

Organised play in general has made something of a comeback in 2023, after being left fallow for a few years following the pandemic. The Play! Pokémon Program continues to attract new retailers, with Will’s Toy Shop in Aberdeen hoping to become one of the brand’s newest official League locations (readers can find out more about this in the Talking Shop feature in our main issue). Konami’s special 250th Yu-Gi-Oh! Championship Series (YCS) event took place in London at the start of April, and the UK National Championship took place in late May at the National Exhibition Centre in Birmingham. The 2023 World Championship tournament, meanwhile, reached its conclusion on Sunday 6th August at the Tokyo Big Sight (Tokyo International Exhibition Center) in Japan. The highly anticipated tournament, returning for the first time since 2019, crowned World Champions in three different, closely fought categories. Readers can find out more about these events on p.26.

Konami continues to press ahead with its Official Tournament Store (OTS) programme too, welcoming applications from retailers who feel their store can become the ‘third place’ for Yu-Gi-Oh! duelists. Enrico Tassinari, head of TCG Sales, explains: “Home is the first place and work is the second place, while the third place is where we like to spend our time. That’s what we want our retailers’ spaces to feel like for our fans.”

Then there’s Hasbro’s Wizards Play Network (WPN), a global community of over 7,000 game stores bringing Magic: The Gathering and Dungeons & Dragons players together to share their love of playing the games. According to the company, WPN stores receive access to exclusive events and promotions, personalised support from its global retail development team, and exclusive materials, including promo packs, marketing tools and special products which are only available at WPN locations. As in-store play ramps up, so too does at-home play. A number of our contributors, including Circana and Mattel, have suggested that poor summer weather and the impact of the cost of living crisis are encouraging consumers to stay in and play games as an alternative to a more expensive night out. When asked what he feels is driving sales of VR Distribution’s popular party games, Stewart Middleton, a consultant for the company, says: “There are a number of factors, but consumers are definitely not spending like they used to, and they’re not wanting to spend money on evenings and meals out when they could stay in and have fun instead. Because party games are easy to learn, fun and fast paced, most game play lasts just 10-15 mins. Also, most party games are all inclusive at all times, so people don’t get bored.”

Stewart continues: “It’s 10 years since Cards Against Humanity and five years since What Do You Meme launched, so party games are definitely not a fad - they are here to stay. We have experienced double digit growth this year, with the most significant growth on spin off versions. What Do You Meme (WDYM) has been a huge seller for four years now, consistently selling over 100k units a year. Brand awareness is high, so when we launched WDYM Family it didn’t take long for the marketing and awareness to kick in. It’s now selling at almost the same level as the main game. The original was 18+ and the Family version is 8+, so this has opened the party game up to a much wider age range.”

Ellie Bavester, marketing manager at Big Potato Games, says that while her team hasn’t witnessed a big change in the type of games that people are buying, it’s definitely seeing people choose more cost-effective ways to spend a night in. “From games for two, perfect for a cheap date night, to big party games that can entertain the whole family over the summer, it’s evident that people are choosing longterm entertainment over one-off activities like a trip to the cinema,” she notes.

Those seeking something a little different to play on a family night in will enjoy Hitster, the US bestseller from James Galt & Co. under its Jumbo brand. Marking a significant step change for the company, which thus far has specialised in puzzles, Hitster is a fast-paced music card game (and a favourite release of Toy World’s John Baulch). Players use Spotify to listen to songs and guess the year they were released.

“Following its incredible success in Europe, I (as well as the rest of the Galt Toys team) am thrilled to launch Hitster in the UK under the Jumbo brand,” says Hannah Preston, social media manager, Galt Toys. “I’m incredibly excited about Hitster. Party games is a new area for the company, and what better time for a game like this to hit the market but summer. As both a game fanatic and a music lover, Hitster is the perfect combination for me, promising an unforgettable game of laughter plus plenty of singing and dancing with family and friends. With over 300 of the greatest hits from the last 100 years, it really does have something for everyone.”

The team at Asmodee lands somewhere in the middle of going out and staying in: Roger Martin notes that while many people are indeed looking for more cost-effective leisure pursuits at the moment, and that board games can obviously meet that need, games cafes are perhaps the perfect solution for spending-savvy consumers. He says: “We know that playing board games brings people into a really welcoming community, so it’s no surprise that we’re seeing games cafes still doing really well. Having our titles in popular games cafes means consumers can enjoy getting hands-on with our games on their evening out, without having to break the bank.” Anil adds that consumers are still happy to invest in a board game that has a higher price point and a longer game time, because they’re seen as good value when compared to a more expensive leisure hobby. Quick to play, affordable games such as Bananagrams and Dobble have also proved resilient in the market as they’re fun, high energy and simple to master.

Gisbons Games is keen to also highlight the inexpensive and stress-relieving nature of jigsaw puzzling. Kate Gibson tells us: “Puzzling is a hobby, a way to switch off from the stress of everyday life and relatively inexpensive. Our puzzlers know what they like and are looking for, so whilst the quantity they buy in a year may have been temporarily impacted, the types of puzzles they know and love remain high on their list. We’re still seeing plenty of demand for nostalgia, both in terms of scenes and brands, but we’re also championing new artists and artwork, particularly with our White Logo range. We’re extremely excited to be collaborating with the Art File on a new range of jigsaw puzzles, which is already proving popular at retail.”

As attention turns to Christmas, Gibsons is confident that its predictions for this festive season’s best-sellers will bear out. Its TfL range of puzzles and games, from family game Race the Rails to the perennial card game Mind the Gap, continues to be a best-seller and its titles are very popular as gifts and tourist purchases. The Gibsons Christmas Limited Edition puzzle, meanwhile, is now in its 21st year, and collectors are already patiently waiting to get their hands on it. Kate says that this year, the puzzle has benefited from a new box design which lends it a luxurious feel and offers increased shelf-appeal. Gibsons also relaunched the classic strategy game Kingmaker this year, much to the delight of the gaming community. Sales are already exceeding expectations.

Anil at Asmodee says the launch of Pokémon Scarlet and Violet 151 is something the team is looking forward to. “Fans will be pleased to know the release is based on the original 151 Pokémon found in the Kanto region, bringing modern artwork and designs to classic and much-loved Pokémon,” he explains. “These lines will be launching in September and October and should be highly collectible.” Emily Catchpole, national account manager at Asmodee, is tipping Dobble Connect and Dixit Disney to be Christmas favourites among families and children, and Toodles as a party hit. She adds: “Dixit Disney sees the beloved modern classic, Dixit, meet the Disney universe. It has 84 brand new cards and is based on famous Disney and Pixar movies, which we know will appeal to all.”

Emily also expects the company’s new Bridgerton game, which ‘translates the intrigue and garden politics of Netflix’s period drama into a contest of subtle dance moves and subtler scheming’, to be a popular gifting purchase at Christmas (and beyond), and Roger Martin is hanging his hat on Ticket to Ride Legacy, which invites players to embark on a journey across 12 games. He says: “As in previous instalments in the series, this game can be learned quickly and provides a more immersive and narrative experience that should please every fan of the franchise, while also providing an entry point for those still unfamiliar with this best-selling title.”

Squishmallows is expected to jump aisles this Christmas, going from a plush best-seller to a games best-seller thanks to the new Squishmallows Take 4 from VR Distribution’s What Do You Meme? The game challenges players to collect four of a Squad before their opponents, but if a player reaches for the same card as someone else, both have to race to grab the exclusive Benny The Bigfoot Squishmallow in the centre. VR also expects big things from What Do You Meme?’s Who Killed Mia?, which arrives this month supported by a unique global launch campaign.

Christmas sees Big Potato place an emphasis on multi-generational family games, which is why Ellie and her colleagues are excited about Chicken VS Hotdog, Sounds Fishy and Herd Mentality. She says: “They all performed really well last year, and with even more marketing support behind them this year, we can’t wait to see how they do.”

Marketing campaigns are gathering pace across the board, as anyone who’s already read our big feature in the main issue on Pre-Christmas Marketing Campaigns will know. Mattel, which expects its new Uno extension, Uno Quatro, to be a festive fave, arguably leads the pack on marketing, with campaigns spanning a huge number of touchpoints supporting its beloved brands. A new brand campaign, ‘Fun Beyond Words’, will spell out success for Scrabble this Christmas, with digital, social and BVOD marketing celebrating 75 years of the iconic game, and there will also be a fun new TV campaign on Uno family games this autumn/winter. Kelly Philp, Mattel UK’s marketing director, tells Toy World that the company is also launching a top-secret new product. She explains: “Our new game remains strictly under wraps for now, but I can tell you it will benefit from a full 360 marketing campaign with bespoke presence on Meta, TikTok and Snapchat, TV, and a noisy PR campaign this Christmas. The games market has been crying out for a new viral game and we think we have it this year – we can’t wait to share it with your readers. Plus, we have digital campaigns across our kids’ games, so that Mattel Games will be everywhere our consumers are.”

Big Potato is leaning heavily into the power of social media to boost the presence of its games this Christmas. The company says it is enjoying experimenting with TikTok, more specifically TikTok Shop. Ellie Bavester says the indie company has seen strong organic growth over the past eight months and is now focusing on making sure that all its key games and new releases get their moment to shine. Big Potato is also working with TikTok creators via its influencer platform, TikTok Creator Marketplace, to reach new micro-communities, and has been pleased with the results of its new year-long ambassador partnership with TikTok’s ‘favourite family’, @ItsDaddyMay. Q4 also sees Big Potato launch a bigger media campaign to support its two best-sellers, Chicken Vs Hotdog and Sounds Fishy.

To support its new music game, Hitster, Jumbo has prepared an exciting marketing programme that includes experiential activations at music festivals and collaborations with influencers and celebrities. Additionally, a heavyweight digital marketing plan has been prepared across YouTube, Instagram and TikTok, supported by an always-on campaign, ensuring wide-ranging visibility and appeal to target consumers.

Hasbro’s Craig Wilkins says the Games & Puzzles category, and the company’s brands specifically, lend

themselves to all marketing formats, and that it’ll continue to drive demand not only for Christmas but also throughout early 2024. “From looking at some of our biggest franchises in a whole new way, to unveiling innovation that needs to be experienced to be believed, we will be using all forms of media, communications, partnerships and events to bring our games to life, delivering a whole new level of excitement,” he explains.

Craig goes on to add that Hasbro’s relationships with its retail partners continue to be of the highest importance. The company has devised a wide range of retail campaigns to support its partners this Christmas, all of which will continue to drive demand for its portfolio of games. For example, for the innovative new Twister Air (a highlight of Toy World’s trip to Nuremberg in February), Hasbro is setting up game demonstrations across multiple retailers throughout the year, giving customers the chance to experience the game first hand.

Indeed, a number of our contributors are bringing demos back to stores this Q4. One of those is Asmodee, which is prioritising in-store demonstrations in the months ahead, fuelled by the knowledge that getting a game into consumers’ hands is a powerful selling tool. Emily says: “We’re excited to be running in-store demonstrations in key retailers including Waterstones and John Lewis. It’s fantastic to be able to shout about our games directly to the consumers and share our enthusiasm for our roster of great titles. We’ve been thrilled to see Waterstones expand its games portfolio this year and are delighted to support them on an early launch of Dixit Disney for their Game of the Month programme.”

Disney Lorcana stockists will also be supported with ongoing demo days and artist signings for Disney fans and collectors, plus POS and promo cards. There will be a shopping centre tour later this autumn with a retail partner to be announced in due course. Ravensburger is also sponsoring the Disney Lorcana TCG Hub at the Big Christmas Press Show in September, showcasing the game at the largest seasonal media event of the year. Ongoing marketing initiatives include digital advertising, influencer campaigns, Disney collabs and consumer-facing events.

“The core TCG fans have already established their Disney Lorcana community and are using social platforms to engage with each other and try to second guess what’s coming next, share tips and discuss game-play best practice,” adds Katy Fletcher, further highlighting the game’s momentum even at this early stage. “Similarly, the official Disney Lorcana social media platforms receive continued commentary, and media interest continues to grow, particularly with general consumer titles as the game picks up pace following launch.”

Before we dive into the Toy World Games & Puzzles supplement in earnest, which brings readers all the latest information on hot new launches, behind the scenes developments and the most up-and-coming games companies, we’ll leave you with this charming comment from Hasbro’s Craig Wilkins: “Over the last year, my young daughters have really developed a love for gaming, which has allowed us to spend quality time together as a family, playing classics like Guess Who?, Connect 4 and Downfall. We’ll treasure these moments forever and it really highlights to me just how special our category is - and how lucky I am to work in such an incredible industry.”

Hear, hear!