Exclusive: Boxing clever – Toy World talks to Asmodee

Published on: 9th September 2020

Alex Green and Anil Boodhoo of Asmodee brought Toy World up to date on all the latest from the company.

L-R: Alex Green and Anil Boodhoo

Throughout lockdown, Asmodee’s classic strategy titles and family games alike have been in major demand among both retailers and consumers. Alex described the “absolute rollercoaster” that was lockdown, and how the company reacted.

“Our flexibility was key,” he explained. “We’ve tailored our services to match our customers’ needs, such as allowing customers to have a lower minimum dispatch value if that is of benefit to them. We’ve also offered retailers special game-branded floor stickers to encourage social distancing within their stores, and given away a selection of games to use as they see fit.”

Asmodee also applauded the reaction of the company’s customers during lockdown, many of whom quickly adapted to set up a website from scratch, improve an existing website, start to offer home deliveries, or engage with their local community and customers on social media.  “There are so many examples of their positivity, adaptability and flexibility, Alex told us. “Their response has given us great hope as we look forward during these constantly changing times.”

The company has experienced a steady increase in volume since stores reopened, and is hopeful that, as new product becomes available, and we move into the Q4 peak season, this growth will continue and allow stores to rebuild their community and their sales.

Anil shared how Asmodee is planning to maintain sales momentum into Q4, when the bulk of games are traditionally sold: “This year has seen many people discovering – or rediscovering – games as a fantastic way to spend time with friends and family, and we’re hoping that genie doesn’t just go back into the bottle. With so many brilliant titles on offer, we’re optimistic that those who’ve had a taste of the joys of games will be excited to try more.”

The company hascontinued to support key products in innovative ways, most notably with the AsmoFair event, and with a wide-reaching digital marketing campaign in Q4, plus a big push on TV and digital for Dobble 360. Although the company has missed face to face meetings at trade and consumer events, AsmoFair was designed to represent an excellent substitute for the show experience.

New marketing initiatives and taking part in virtual events has ensured that Asmodee has been able to continue to demonstrate its range of titles to consumers; a key part of the company’s marketing strategy.

Looking ahead to 2021, Anil concluded: “We are confident that there is plenty of room for success and we will continue to look for new opportunities and to push boundaries. Ultimately, our goal remains the same: to continue to spotlight gaming as a great way to spend time with friends and family.”

To read the full interview, which appeared in the September Toy World Games & Puzzles Supplement, click here.


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