is no puzzle G
ames and Puzzles represent a traditional side of the UK toy industry. However, like many of the categories in the market, it too is going through its
share of modernisation. Electronics and increased interactivity are beginning to creep in, allowing this consistent category to maintain its position in the market. According to NPD data, the total games and puzzles market saw a year-on-year increase of 1% between January and July, with the puzzles catagory performing especially well during this period (+6%). Ravensburger, in particular, is said to have experienced strong growth in the first half of the year, whilst Orchard Toys was also cited as adding significantly to the catagory growth. However, the real test of the market’s strength will, as ever, come in the fourth quarter.
I spoke to some key players in the category about what makes it such a consistent performer, and what makes it so important to consumers. Claire McCool, co-founder and marketing
director of Drumond Park, said: “The category is certainly holding its own in these difficult economic times. There continues to be a huge and increasing interest in board games for both children and adults. Over the past few years, action games for pre-schoolers and primary age children have become a very important segment within the overall games market. “They say that the family that plays together, stays together; that seems to be ringing true within many households, and this year ‘staycations’ have become the new package deal. People have been stocking up with games to while away a few happy hours on holiday.”
66 Toyworld
The success of games
The Games and Puzzles category is approaching its Q4 peak-selling period. From jigsaws to board games, and everything in between, there are plenty of products to choose from. Toy World takes a look at what makes this category a favourite with consumers, and a prime retailing opportunity. Tom Roberts reports...
“This year ‘staycations’ have become the new package deal. People have been stocking up with games to while away a few happy hours on holiday.”
Jonathan Kirkley, marketing manager of
boys, games and entertainment at Mattel, said: “The overall category is performing well, up slightly on last year and is currently being boosted by kids games. Mattel is seeing huge success with Angry Birds Knock On Wood, and it is our number one game year-to-date. “Games and puzzles are still a popular choice for Mums to buy as a way of
entertaining the whole family; it’s a way for them to have fun and invest in some quality time together. They are also great for gift purchases, often gender-neutral, and are a safe buy when you are unsure of the latest fashion toy brands as a gift giver. “A game can hit many different
areas whether it’s for fun, challenging, educational or just silly. The great thing about games is that they have wide appeal
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