Touching Base

Boxing clever

Toy World spoke to the major players in the Games & Puzzles market to find out their most exciting launches for Q4 24, and what changes they have seen in the category over the last twelve months.

Mary Wood - Managing director, Tomy

Our single most exciting Christmas launch has to be Medical Mysteries, created by Identity Games, for which we have the rights for the UK & Ireland. It is bang on trend, being a cooperative style game, and we expect it to appeal to both serious gamers, those who love a good medical drama and anyone who likes figuring out an intriguing mystery. The first in the series is themed New York and contains four cases to study and solve so really good value for money at £24.99 RSP. It will be followed by Miami much later in the year, and then more in 2025.

There have been quite a lot of players come into the Adult Games sector which is probably no surprise given the growth in the Kidult market and the trend for 20 and 30 somethings to stay at home for social games evenings rather than to go out to pubs drinking. A lot of companies want to jump on the bandwagon when a segment becomes popular, but find that to be successful a significant investment in marketing is required. Tomy has consistently invested heavily in its games and is here for the long term.

Karen Clarke - UK Brand director, Smart Toys and Games

Aside from our ever-growing stocking filler collection, our Smart Games Smart Dog is certain to evoke cheer when unwrapped this Christmas. Sustainability is a key factor for every new product now, ensuring the message is clear for consumers to see when making buying decisions. Smart Games is all about longevity and, with a replacement part programme in place, allows the products to be passed on for never-ending play. The spending power of Kidults is still driving demand, and our IQ collection ticks all the boxes for players young and old to enjoy many hours of fun learning.

Toby Davies - Commercial director, Steamforged Games

This year, we strategically reduced our number of product launches to double down on marketing existing lines and due to the acquisition of the tabletop miniatures game Warmachine, once one of the largest and most popular games within the category. Warmachine’s revival marks a significant milestone for us. The most exciting launch for us this year will be the two-army starter set in hard plastic that people can build, paint and play. It contains two opposing armies; customers can choose from advanced Cygnar or militaristic Khador to go head-to-head in cinematic battles for hours of entertainment. This box is an excellent way to get into Warmachine, or to expand an existing collection.

In the tabletop industry, there are still far too many products being launched every year – retailers are going wider and shallow rather than narrow and deep. The impact on many publishers is lower or fewer print runs, and this drives up the cost of goods. A number of medium sized publishers are struggling, with some on the brink of closure or sadly already out of business, which makes it harder to establish evergreen lines. Games publishers often focus on the initial product launch where a large proportion of the sales are made, then quickly move on to the next product launch, rather than risk marketing dollars on establishing a product with a longer tail. For the larger games we see in the tabletop industry, especially those with miniatures, this approach can be counterproductive. The tooling costs alone for miniatures are substantial, and amortising these costs across fewer or lower print runs is challenging, creating a paradox where significant investments into development, graphics and tooling are not always recouped.

Will Stewart - UK managing director, Imagination Games

Our most exciting launch is Movie Scene it? I am excited to see this come back to the market for the modern world – we launched the original with DVDs and now we are back with the appbased version, bringing it right up to date for the tech savvy generation. The Games & Puzzles category has been tough in the past 12 months – in the post covid world, the highs have come crashing down and the space has become more competitive than ever, with even more games companies in the market. The kids’ games category has been particularly tough this year, but adult games has seen some good growth. There are new kids on the block now, including ourselves, with some great innovation – something which is vital to really stand out in the current landscape.

Stewart Middleton - Business consultant to VR Distribution

We are most excited about Silly Poopy's Hide & Seek Game. The game comes from Relatable, which has a strong reputation for success behind it, having brought us What Do You Meme, New Phone Who Dis and Incohearent. In America on Amazon it’s already in the top 50 selling lines in all Toys & Games. While we love card games, it’s nice to have the addition of a toybased game based on a proven concept which is simply great fun. It’s also a family game that can be played by all ages, from three and up.

Games sales over the past 12 months have remained stable for us, and we have seen the continued growth in sales of party/family games. With costs for entertainment and ‘going out’ continuing to increase at a significant rate, a family game is a low-cost, fun, all-inclusive activity. Meanwhile, games like Cards Against Humanity and What Do You Meme now have strong recognition; consumers know the gameplay and fun they will offer, making them an easy purchase.

Emma Weber - Senior Marketing and Licensing director, Vivid Goliath

Tasked to identify one exciting launch for this autumn/winter, I would say Murdle the Board Game.

Based on the award-winning publishing series of puzzle books by G. T. Karber that have sold more than 600K copies since launch last June, Murdle unleashes the inner super sleuth in us all. Just as exciting as the books, the board game is every bit as fiendish and addictive, as players must garner crucial evidence from their opponents in a twisty contest of espionage and intrigue with multiple possible endings.

One of the changes that we continue to navigate in the Games sector is the shifting media landscape and how to reach and engage with our audiences. Our media planning has become more and more layered with PR, social media content, digital integration and influencers who help us to build word of mouth and endorse play experiences of our games. Our plans continue to evolve as we look to reach different demographics across our games portfolio. Watch out for more updates on our Murdle launch plans as they unveil, as we have a murderously magnificent marketing plan in the making...

Roger Martin - Hobby Channel director, Asmodee UK

The launch of The Lord of the Rings: Duel for Middle-earth is our most exciting launch. It is a brand new, competitive strategy game featuring 7 Wonders mechanics set in the Lord of the Rings world full of powerful alliances, iconic journey and The One Ring. We’ve seen an increase in demand for games that are either for one player or have a solo play option. Conversely, we’re also seeing increasing numbers of people getting together to play games. We’re experiencing record attendance at our play events, particularly for Star Wars: Unlimited, Magic the Gathering and Pokémon, showing that the popularity of games continues to endure.

Niki Behjou - Head Community manager, Tossit UK

Our growth this year in the UK market has been incredible so this Christmas will be very exciting for us to see Tossit continue to evolve. We have a few products due to launch before Christmas which we’re really looking forward to sharing with the market.

Having launched our silicone darts in the UK this past year, we have been working with influencers within the social media sphere. By harnessing our audience to amplify Tossit, in a relatively short space of time we have gained a very loyal and authentic audience that speak to each other, and this is a trend I have seen across the board. For Tossit, it has been instrumental in the brand making a big splash, and one that I have been very proud to lead.

David Kelly - VP Sales and Marketing, Skillmatics

Our most exciting game launch for Skillmatics is Muddled – a colour coded word building game for all ages; it’s really fun and every second counts. For Gouda games, One Hot Minute gives older players one minute to match their letter cards to prompts on any of the four categories – the aim is to be the first to get rid of all your cards.

The Games sector is evolving and changing constantly. We've noticed a massive expansion into teen and adult themed games which is why we launched our Gouda games range. Older teens and adults are looking for easy to learn and fun games offering unforgettable experiences and bringing friends and families together. We saw a huge opportunity to inject new life into games nights and social gaming.

Simon Newbery - Managing director, Orchard Toys

We don’t have a Christmas specific launch this year, but I’m very excited about the first Christmas season for our The World Of Peter Rabbit collection, which has proven to be hugely popular since its launch at Toy Fair. Within the range, the family board game, Peter Rabbit  Don’t Wake Mr. McGregor! will appeal to children, parents and fans of the Classic Beatrix Potter tales, representing a great sales opportunity for retailers this Christmas.

There have been changes in the retail landscape this year, and we’re still seeing a pinch on the consumer purse which is impacting how shoppers are buying and how they’re spending on games. Our value price points are definitely a positive for our brand, shoppers and retailers.

Craig Wilkins - Senior vice president Marketing, EMEA & Asia, Hasbro

I’m really excited about the launch of Trivial Pursuit Drop Trivia, the fast-paced party game that’s a twist on the classic. Making the game more accessible to fans of all ages was important throughout development, and we’ve achieved that through the new game play style, ranking six answers in order versus the original Q&A method. The electronic tower gives a quiz show like experience as it guides players through the game, which is something very different from typical party games. The response at Nuremberg and throughout previews has been incredible and we’re really confident that this is going to be a big hit with families and friends. We’ve seen the demand for strategy games continue to grow. As a result, we remain focused on expanding our portfolio in this thriving category. Under the Avalon Hill brand, we have demonstrated our dedication to high-quality gameplay by continuing to support the HeroQuest Game System and partnering with Games Workshop to launch Talisman 5th Edition. We continue to bring innovation to the category with the introduction of the all-new Life in Reterra, designed by renowned creators Eric Lang and Ken Gruhl. We were incredibly proud to host the game’s global launch at Cannes Games festival, highlighting the importance of Europe in this category. By reviving the games that sparked players' passion, as well as creating new favourites, we will continue to excite players and gaming communities worldwide.

Barry Hughes MD, Golden Bear

HyperDash is our most exciting launch - I just simply love this game, as anyone who saw me demonstrating at Trade Fairs over the last year will testify. It has so many plus points – it gets kids of all ages (including adults) off screens, gets them fit and active, its huge fun, can be played indoor and outdoor and makes for great social content.  What’s not to love?

The biggest challenge in the Games and Puzzle market is how late in the year everything is. The toy market has always been seasonal, but the Games market takes it to an extreme. With shipping times this year, you’ve simply got to do your planning and analysis carefully – as we have done, with extensive consumer research – and then back your hero products.

Kate Gibson - MD, Gibsons

Dingbats is our most exciting release this year, hands down. We are hugely excited to bring back this classic game, celebrating 40 years of Dingbats. It was part of our range back in the nineties when it was a Waddingtons game, and it has remained one of my family favourites. We worked with the Sellers family to create a version for today’s gamers who love to think beyond the obvious. There are over 300 Dingbats in the box with varying levels of difficulty as players are challenged to find a familiar phrase, name or saying on the card. To support the launch, we have an exciting video coming, weekly Dingbat challenges and influencer outreach.

The market continues to evolve. The games market is currently in an exciting phase with publishers innovating for market share. Focusing on families and kidults alike, there continues to be a focus on putting the tech down and enjoying quickplay games. Stand out shelf appeal is paramount in traditional outlets, as games are competing for attention and consumers are looking for something different. Jigsaw puzzles have remained a staple for many in uncertain economic times and their much-loved brands are more important than ever. The image remains central to buying decisions and choice is hugely important – as is quality, price and sustainability, all of which we continually strive to offer our customers.

Jack Probyn - UK Retail Sales Marketing manager, Winning Moves

When you’ve got so many new products coming to market this Christmas, it’s difficult to choose a favourite launch. But if you’re twisting my arm, then I would have to say our World Football Stars Top 200 Collector’s Kit which contains all six packs from the Top 200 series in one. All the packs can be played with one another and come with gold-foiled cards.

One of the biggest development in the Games & Puzzles market is the growing shift to the kidult market. Alongside tried and tested ranges, there’s now a need to also tailor products to cater to this demographic.

Steve Asbey - Head of Sales, Cheatwell

When you are launching over 150 new puzzles plus a couple of dozen new games, it’s not easy or fair to pick out the most exciting or important; treat every child the same, as someone boring from marketing probably once said. But if I’m forced to get off the fence, it has to be Dachshund-Opoly – where else can you buy a property trading board game that features the top dog, the leader of the pack, the pick of the litter… the Dachshund. They say every dog has its day, and I have no doubt this will be a massively popular choice this Christmas. So ‘go fetch!’ whilst stocks last.

At Cheatwell the landscape has changed dramatically. We have new owners and, along with the changes at the top, our portfolio has duly increased. We now have the Cobble Hill range of jigsaw puzzles in our stable, along with a selection of the best-selling Outset games from across the pond. We are monitoring and reacting to the continued growth of the serious gamers market: we had a stand at the recent NEC Games Expo, and the number of attendees was incredible. There’s a swathe of consumers looking for that new strategy game or card game, all with money to spend on the right product. We launched both Shadow Ninjas board game and The Crooked Crown card game at the show and won a People’s Choice Award for our Skullduggerry card game, all of which goes to show we are on the right tracks.

Nick Gacinski - Marketing manager, Chronicle Books

Our most exciting launch would have to be our Kazoo That Festive Tune game. Based on our best-selling Kazoo That Tune, the festive version will have players blaring holiday classics like All I Want for Christmas is You and Jingle Bells. The best part is that, even though almost everyone can play the kazoo, that doesn’t mean they can play it well, so there’s loads of fun and laughter to be had. Who’s ready to take on Mariah Carey’s high note on the kazoo this festive season?

For a new game to succeed, it needs to be relevant, on-trend and mouldable to the players. The tricky part is figuring out which trends will remain relevant when the game launches a year later. Staying on top of trends across generations is important to encapsulate the largest potential customer base you can. We’re also seeing certain trends from TikTok incorporated into games; these can be added within a few months, with an emphasis on getting to market rapidly.

Rob DenBleyker - Owner, Explosm

Texas Hold It encompasses everything I love about going to the restroom – the awkward moments where you have to decide who you are going to stand next to and be vulnerable with, all while wondering if that person will cause you irreparable emotional damage in the process. The goal of Texas Hold It is to find the ideal location to relieve yourself – with the ultimate goal of not standing in the splash zone. It’s trickier than you think (both in card form and real life)! Although this game will be a just small set of cards and some tokens, it includes limitless joy, all covered in our iconic Cyanide & Happiness characters.

As for major changes we’ve seen in the Games & Puzzles market in the past 12 months, I think globally, consumers are looking to spend less on extraneous purchases, more than ever before. We saw this starting to happen late last year and began pointing our projects towards smaller price points to accommodate this market shift with our newest games Sosig and Hoddog. Texas Hold It follows the same metric. We want to make our games affordable – our priority has always been making sure everyone has the same access to laughter and spending quality time with friends and family, something we consider to be a necessity rather than a luxury.

James Henley - Brand manager, Coiledspring Games

Our most exciting launch for Christmas is Flip 7 from the creators of Hues and Cues and Telestrations. Flip 7 is a ‘push-your-luck’ card game where you flip over cards one by one and avoid flipping the same number twice. This deck of cards is unique with a whole bunch of special cards that can help you score extra points, give you a second chance, or freeze you or your opponents in your tracks. Not only is the gameplay thrilling, but it's simple, and no matter how big or small the family, Flip 7 will accommodate.

At Coiledspring, we have needed to be flexible and adjust to the market, making appropriate product recommendations to our customers and ensuring our marketing plan reflects this. We have seen the market trend toward our Coiledspring Heroes range, which is made up of bestselling, popular lead titles, priced around £15, that are each delightfully unique in their own way. The Mind, Sushi Go! and Cockroach Poker have all seen strong sales growth throughout the year.

Mark Jones - Sales director, University Games and Lagoon

Our most exciting Christmas launch has to be our new game, The Dog Ate My Homework! – which ours did many times when I was younger. The beautifully drawn homework, ready for doggy to eat, has been crowdsourced from children all over the world, and after doggy has chewed and pooped out the homework, it’s a race to place the jumbled pieces back together and guess what the image was. This hilarious new addition to our children’s games range is certainly set to appear on many Christmas lists this year.

Given the current economic times, games that can be played time after time, offering a varied experience and result, such as Perudo, Who’s in the Bag and 20 Questions, are proving exceptionally popular, they offer longevity and therefore great value for money. The availability of board games in cafes, pubs and public spaces is also continuing to grow, and games that allow multiple players to engage in a social environment away from home are very much on trend. Only last month I spotted a group of six in a pub in Harrogate, playing our best-selling trivia game, Smart Ass.

Lynette Leet - Marketing manager, John Adams

We’re really excited about launching our new Go Viral party game this year. You can complete 40 hilarious challenges with your friends and family, inspired by the biggest social media trends. We’ve included a tripod and fun props, making it easy for people at home to capture the footage to share with their friends, or on their socials. Each challenge card has a QR code that goes to a video, so you can see how to play and win each challenge.

Social trends and the rise of platforms like TikTok are important in reaching new audiences and growing the popularity of your game online. We’ve seen success with Think Words, which has had several viral moments this year. A combination of creator and owned social content has grown this classic brand, with a huge halo effect across retail. Our children’s games have also accumulated strong views, with Windy Knickers reaching over 25m views on TikTok alone. We have carried this through to our development with new launches such as Go Viral, which we hope will be another hit for families and young adults.

Matt Shaw - Marketing manager, Epoch

We’re very much looking forward to launching Shaky Volcano under our new Jurassic World licence. Players spin the wheel and place the corresponding dinosaur figure on the mountain, but they must be careful, because if the dinosaur isn’t balanced properly, the volcano will erupt. Kids are going to love it!

With household budgets being squeezed, consumers have been looking for games and puzzles which offer affordable entertainment, repeat play and broad audience appeal. Out-of-the box games which require little set-up and are easy to play have seen a rise in popularity – helping to lure kids off screens, as have licensed games. We’ve had much success with our compact, travel-friendly Super Mario games, which hit the sweet spot at the moment.

Rob Trounce - Marketing manager, Hachette Boardgames UK

Our most exciting Christmas launch is Gigantosaurus: The Adventure Game. This family-friendly board game is based on the popular children's TV show Gigantosaurus, which has captured the hearts of young audiences worldwide. The game allows 2-4 players to join beloved dino friends, Rocky, Bill, Tiny and Mazu on an adventure where they race to collect items while avoiding obstacles like bullies and disasters. What makes the game truly special is the role of Gigantosaurus, who can help players escape danger by letting them hop onto his back and race around the board.

Over the past 12 months, we've witnessed a significant rise in the popularity of board gaming. This surge is evident in the number of toy stores and bookshops that are dedicating more retail space to the category, recognising its growing appeal. There's also been a notable increase in the number of gaming cafes and spaces opening across the UK, even as other businesses in the hospitality industry face challenges. This year, UK Games Expo shattered previous attendance records, yet another example which underscores that 2023 has been a landmark year for the gaming hobby, making it an ideal time for new entrants to join this thriving space. At Hachette Boardgames UK, we're firm believers that there is a game out there for everyone – and we're here to help any businesses that would like to dabble in this new space with an ideal initial line-up of great games.

Kelly Philp - Senior director Marketing, Mattel UK

Uno is on fire and Mattel is bringing consumers new and fresh innovation in ways to play this classic game. The most exciting new launch this Christmas is Uno Teams – it is still the classic game players know and love, but played in teams of two. Special cards such as Wild Team Play and Wild Team Draw 4 help teams win together, and if one teammate goes out, they take half of the cards from their partner’s hand and keep playing. It’s collaborative play at its finest.

We are seeing younger consumers enjoying collaborative play and winning together more and more, so have created Scrabble Together and Uno Teams to respond to this demand. Mattel is focused on creating products for every type of game player.

John Styring - CEO, Curious Universe

Our most exciting launch is our new Giant Musical Floor Puzzle. Kids can choose from Old MacDonald or The Wheels on the Bus, with 28 jumbo jigsaw pieces. Each one includes a sound button that plays the classic nursery rhyme, plus a beautifully illustrated picture book. This musical floor puzzle is perfect for little hands and big imaginations, aiding in the development of fine motor skills and cognitive abilities. There has been a notable shift towards puzzles that incorporate educational elements and interactive features, and games that combine learning with play, such as those introducing science or counting, have become more popular. Puzzles and games featuring beloved franchises and nostalgic references continue to attract attention, and there’s a continued demand for ecofriendly and sustainable materials.

Gareth Edwards - CEO, Farplace Games

Our most exciting game has to be our first release, Farplace The Game. There is nothing like the very first sales coming in and getting positive feedback from gamers and families. We have launched seven games since then, but the first will always have a special place in my heart because it was the start of our journey and is based on our animal rescue charity and rehoming animals.

People are feeling the pinch and need to get their games fix at an affordable price. Card games, small coffee shop games and anything under £20 retail are proving the most successful, which is understandable given how prices have risen for everyone. And, as we found out at UK Games Expo, even the most serious gamer enjoys a short game for those brief moments with a few minutes to spare, and this type of game fills that need perfectly.

Joeri Hoste - General manager International, Exploding Kittens

I think Let’s Hit Each Other With Fake Swords is our most exciting Christmas launch. It gamifies the classic sword fight, with added hysterical challenges.

Lately, there’s been an ever increasing demand for lower price point games which we’ve been leaning into with our Grab & Game range – £9.99 versions of our best-selling £19.99 games, such as Exploding Kittens, Really Loud Librarians, Mantis and Poetry for Neanderthals. This has not only allowed us to open new channels, but also secure secondary impulse purchase placement. As long as the gameplay allows, we’ll be creating lower price point Grab & Game versions of each of our major upcoming titles.

We’re seeing different strategies at retail; partners that are focusing exclusively on tried and tested brands at the best possible price versus retailers that are still willing to take a chance on newness with experiential support to draw shoppers in. For those willing to take a chance, we’ve seen some amazing results with new launches, even out of season and without price promotion.