Toy World caught up with MD Mary Wood to hear how Tomy’s Drumond Park partnership keeps its adult games offering thriving alongside the company’s popular action games.
Tomy began distributing for Drumond Park five years ago, a partnership which allowed both brands to branch out into new areas. Even before taking on Drumond Park, Tomy had a strong presence in the kids’ games sector via classic favourites such as Pop-up Pirate, which was No.1 in the category, Screwball Scramble and Greedy Granny.
Meanwhile, Drumond Park was a top competitor in adult games, an area of speciality which Mary explained is difficult to make successful. Drumond Park had the No.1 and No.2 spots in adult games with The Logo Board Game and Articulate, respectively. It was therefore the perfect fit for the companies to collaborate, giving each other their decades of experience in their respective sectors, in order to deliver a games portfolio which caters to all ages.
Mary explained: “Adult games is a specialised area of the market. It’s not easy to launch an adult game and make it successful – it requires a lot of investment and patience. Articulate and the Logo family of games have been around for years and years. The reason that they have been successful is they’ve been nurtured over many years and there’s been a lot of investment in media to support them. It’s not for the faint hearted.”
Articulate Christmas and Logo Best of Christmas have created successful add on sales for the festive season, and Logo Best of Kids, which was released three years ago and is continuing to grow year by year, is a great introduction to the brand for children. This year, Tomy will be introducing Logo Bingo, at a lower price point to the original game, which Mary believes will give even greater opportunities to more retailers.
To find out what Mary had to say about the past five years with Drumond Park, as well as some new launches for Tomy and the company’s response to the changes in the market, click here to read the full article from our September Games & Puzzles supplement.
