game face! N
Putting on your
othing conjures up images of austerity more than the sight of a family gathered round the dinner table playing a traditional board game or
poring over a 1000 piece puzzle. When things get tight and consumers are looking for value, they’re often to be found in the games and puzzles aisle looking for products that tick a lot of boxes: value for money, social interaction and honest to goodness fun and entertainment. At no time is this more obvious than in the lead up to Christmas – a time when friends and families gather and shared activities come to the fore. Kids in particular always enjoy the shared
activity. They like the interaction and quality time with mum and dad, which is more important to them than spending 50 per cent of their time in front of the computer. Games and puzzles can help fill the social gap because if there’s something on offer, it’s quite easy to get kids away from their screens, which is something that is often overlooked. And generally speaking, games and puzzles offer consumers a lot of bang for their buck. when compared to, say, filling up a car, a good game for around £20 represents hours of fun They combine ingenuity and innovation with value for money and longevity because a good game can be enjoyed time and time again. “The games category has had a solid
performance so far in 2011 offering consumers an exciting mix of innovative new products and classic, evergreen brands,” says Jonathan Kirkley, Mattel Games marketing manager. “Family games like Scrabble, Pictionary and UNO have grown in popularity with mum looking for more traditional pastimes to fill family time as the household budget gets tighter. Kids’ games also continue to be very robust, within the category providing children with a fun, interactive play experience that wins mum-approval.”
58 Toyworld
Sales of games and puzzles continue to perform solidly as we enter the potentially lucrative waters of Q4. Toy World looks at how the category is adding much needed value.
As ever, in these economically turbulent times, price points and margins are a key factor in judging whether a product is successful or not. The problem is that prices for raw materials and production are not getting any cheaper, retailers need margin to justify stocking one product over another and the consumer has got used to buying within certain price points. That’s a complex equation to juggle as David Snow, MD of Imagination Games points out. “Following year on year declines in the
games industry, driven by strong competition from consoles and internet gaming, coupled with wide ranging economic pressures the average family is having to be more careful with any disposable income left in the pot. So in the consumer goods market we are all having to work smarter to gain a share of the pot.
“Our prices remain very competitive for
both retailers and consumers, a stance we have been very mindful of over the last
few years so we are very confident in our products and believe they offer great family value and experiences.” This sentiment is echoed over at Green
Board Games where MD, Gary Wyatt concurs that although performing well, the games and puzzles sector remains a tough sell for anyone. “I think it is fair to say that it is tough in the
UK at the moment,” says Gary. “In the UK we have noticed a ‘trading down’ in price points. It is challenging to place games at a £20 or higher RRP, however we are selling a lot of games at a £8-£15 RRP. We are fortunate to have a good track record with a number of independents that stock our games year in, year out.” “Adults are playing more games too,” says
Claire McCool, co-founder and marketing director at Drumond Park. “They are getting taxis to people’s houses and entertaining themselves at home and a good game can be a great catalyst for conversation.
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