Exclusive: Touching Base with Games & Puzzles suppliers

Published on: 14th September 2023

As Games & Puzzles enters its peak selling period, Toy World catches up with senior figures in the sector to find out their thoughts on the all-important category.

Major players in the Games and Puzzles sector tell Toy World how they category is gearing up for Q4, whether pricing has been affected by cost-of-living challenges and predict their bestsellers for this year.

At Vivid Goliath, Emma Weber is excited for the launch of The Traitors Official Board Game. “Having all played the game, we can tell you that it’s enjoyably surprising as you start to second guess those who you thought were Faithfuls turn Traitors,” she says. With fantastic retailer support, plans for a celebrity press event and social campaigns, Vivid is expecting big things this Christmas.

At Joking Hazard, Alex Murty says he is not worried about consumer confidence for evergreen games or games with strong branding. “More niche and high price points might have issues as consumers become more selective,” he states. “But we have a wide range of smaller games that we made because we loved them, not over worries of consumer spending – it was coincidental that this appears to the industry trend.”

Omer Dekel of PMI says Games and Puzzles will always be a staple of family time, and believes Christmas is an ideal time for everyone to participate and foster human connection.

Warlord Games is launching new Bolt Action starter Armies in September – including a British Commando set designed to lower the barrier to entries. Craig Nixon says “Not only is it quite a cool kit, but the RRP makes it a lot more affordable. A new hobby is always expensive at the outset, so Warlord’s focus on affordability is something I will always shout about. Although higher price point options may feel a squeeze, those who concentrate on affordability and ease of access will do well.”

At Kayes of Cardiff, Philip Kaye tells us that orders for Games and Puzzle are not showing any signs of slowing this year, despite the cost of living crisis. “The retail price spectrum in the sector covers a wide range of affordable products that should ensure the success of games and puzzles, for children and adults of all ages, once again this year,” he explains.

To read the full feature, which also includes input from Cheatwell, Orchard Toys, Melissa & Doug, Imagination Games, John Adams, Coiled Spring, Ridley’s,Funko Games, KidicraftCurious Universe, Ginger Fox, Hachette and Epoch, click here.


The March issue of Toy World is out now

The Toy Trust unveils Midsummer Mayhem

Skillmatics further strengthens UK sales team

Sambro strengthens UK finance team with new hire

Autumn Fair launches new campaign for 2024

Hunter Price partners with Universal for new Gabby’s Dollhouse range

Mattel partners with Rollic to launch new Barbie mobile game

Thomas & Friends: All Engines Go returns for Season 27

Spot optioned for TV by Guru Studio

Moonbug Channel to launch on Allente