Bananagrams sees YOY growth amid ambitious media outreach strategy

Published on: 15th April 2019

Asmodee has reported impressive year-on-year growth for Q1 in the UK of 34.8%, according to NPD data.

The increase in sales comes exactly one year after Asmodee became the official UK supplier of Bananagrams, which is making strong progress under the company’s stewardship.

A key part of Bananagrams’ continuing growth is a committed, long-term strategy of exposure to creative talent such as writers, producers and actors, This has resulted in a number of high-profile appearances in TV shows and movies that serve to bolster the brand, as well as organic mentions on talk shows. In 2018, the main characters of the film adaptation of Peter Rabbit were seen playing Bananagrams together, while recent TV appearances include the Channel 4 sitcom Catastrophe, Australian perennial Neighbours and several major US shows such as Orange is the New Black, Billions, The Middle, Black-ish and more.

Cast members from Downtown Abbey enjoy a game of Bananagrams in between shooting.

The popularity of Bananagrams has spread across the cast and crews of many of these productions, with Downton Abbey actors spotted enjoying games together between scenes, while celebrities including Justin Bieber have featured the game on their social media.

Rena Nathanson, top banana at Bananagrams, commented: “I’m delighted to see UK sales of Bananagrams soar this year. The whole team at Asmodee has a fantastic understanding of our game and where it fits in the market, so it’s no surprise that the game is flying off shelves and reaffirming its position as an evergreen favourite.”

The game has also become a key part of Asmodee’s Fun Fast Games range, which showcases the titles that can be learned and played quickly across all ages.


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