games&puzzles
hour of fun and entertainment at an affordable price point is the key to success. That said, Tactic is developing more action-oriented products in the children’s category which represent value for money. The licensed element also helps to create more interesting play mechanics for children, as there is a story line in place and the game can be built around the story line, making the game play more appealing.” Adrian Whyles of University Games thinks: “There is still a move towards families spending more time together, and playing a board game achieves this. It remains a great way to have fun together.” Claire McCool confi rmed that “there is no question at all that there is a continuing, and still growing, trend of parents purchasing board games for their family to play well away from their screens.” In our ever more tech-savvy world, there is an
Tactic Games
its popularity has continued to grow extensively. In 2013 we introduced three new Megableu games including Creepy Hand, which exceeded expectations from launch, and is on track to be another success. We will be launching three new games from Megableu in 2014: Cobrattack, Spiderman Hunt and Piggin’Boogers. We will support all Megableu games with strong TV, marketing and PR campaigns. The games will be TV advertised during the second half of the year and will be promoted in the media with PR activity targeting national, kids, lifestyle and consumer press. Social Media activity will build excitement and highlight the unique gameplay features of the Megableu games.”
Traditional versus technological One of the trends that appeared prominent throughout 2013 was the rise of technology being integrated into board games. The people I spoke to in last year’s feature were torn between whether it was a negative or a positive, and both sides had their valid arguments to make. On the one hand, why complicate Games and Puzzles with technology? But the other side argued that technology can enhance the play experience if used correctly. What do this year’s respondents think? Simon Pilkington of John Adams commented: “At the moment it is the more traditional games that are doing well. Parents are favouring games that can be enjoyed by the whole family and brands which are able to stand the test of time. A good example is the Rubik’s range; not only is the 3x3 cube the number one brainteaser puzzle, but the Rubik’s Race head- to-head game also topped the Family Strategy category for 2013. Technology is something we keep a close eye on, but we believe there will always be a place for traditional action and board games.” Also of the same opinion, Jeremy Pateman of
Tactic Games said: “The social interaction between parent and child is becoming more and more prevalent due to the demands of today’s world. We have found that games which are children- or family-oriented are winning ground. Half an
82 Toyworld
increase in technology being used to enhance game play, but there’s also an increase in the use of new technology to market products. Consumers demand information at the touch of a button, and suppliers are making strides to ensure this demand is met. Jeremy explained: “Technology can help you market your games. YouTube is an important vehicle for consumers to see our games in play, and Facebook and Twitter are becoming more important as social media word of mouth advertising vehicles. We have quick-scan codes on our products to enable consumers to enter websites and claim offers, etc.” Technology aside, the increasing amount of licensed puzzles and games is feeding consumer demand for recognisable characters and play themes. Adrian Whyles told me: “Pointless continues to
go from strength to strength with its daily, regular shows and celebrity specials at weekends on BBC 1, increased viewing fi gures are also keeping demand for our board game high. But recognisable brands are also seeing great success alongside licences. Don’t Rock The Boat, 5 Second Rule, and our range of Mini Games are also performing well.” Jeremy Pateman shared this view and confi rmed that licensed products in his company’s portfolio had a welcome knock-on effect. “Our licensed offering is the strongest we have ever had, including properties such as Matt Hatter Chronicles, Skylanders Swap Force, Angry Birds, Moomin, Bin Weevils, Disney Planes and Bayblade Shogun Steel,” he said. “These properties, and the games they are attached to, have increased our second half distribution and in-store and online listings across our portfolio. We have found that our successful and growing licensed range is also driving interest and sales of the home grown Tactic product range. Our licensed Giant Action games and Kimble games are doing particularly well. With regard to our home grown products, Flags of the World is a strong year-round performer, as is Original Alias. We have found that our successful and
growing licensed range is also driving interest and sales of the home grown Tactic product range.”
Final thoughts So what can retailers can do to make the most out of their Games and Puzzles sections? Simon Pilkington commented that fi nding out what suppliers can offer in the way of support is key, saying: “We always try to work closely with our retailers, enabling them to share video content online to help communicate a game’s selling features, but also to provide in- store demonstrators at key times of the year which allow consumers to get hands-on with the product encouraging awareness and ultimately a purchase.” Claire McCool believes “the majors and the independents which realise the importance of stocking in depth, and making sure that games – particularly children’s games – are displayed in prominent positions throughout the entire year, are the ones who fare best.” Jeremy Pateman commented: “I’m not a retailer,
so I’m not going attempt to sound like an expert, but in the main I think that retailers should offer a good selection of product from a variety of suppliers. Each retailer has different challenges, such as shelf space (the prime concern in most cases). If I were a retailer I would take an in-depth look at what’s available and try not to fall into the trap of overstocking one supplier’s range. There are plenty of suppliers that offer high-quality, licensed and non-licensed product ranges with high retail margins. As I mentioned earlier, variety is what will keep this category in demand, its offering fresh, and in growth.” Finally, Adrian Whyles raised an interesting question: “This category always seems to be the one that loses space at retail when other categories swell. Maybe the retailer who bucks the trend and opens up more space for it will reap the benefi ts?” 2014 has already seen a strong start for Games
and Puzzles. Suppliers and manufacturers are extremely confi dent about the year ahead, so take a look at the following pages where we present just some of the products available in this growing category.
John Adams
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