Toy World spoke to key suppliers to ask how sales of Games & Puzzles can be maximised and hear their advice to retailers on games events and promotions.

Katy Fletcher, head of Marketing and Product Development at Ravensburger told us: “Innovation is key. This year we launched our first circular puzzle, while last year saw the launch of our Escape Puzzles for adults and children. Combining puzzles and games into one item has proven to be a winning format.”

She added: “Supporting our retail partners is so important to us. This has always been driven by regular face to face visits, supported by our twice-yearly print trade catalogue and digital sales tools. 2022 is a year for driving footfall back into bricks & mortar stores.”

Stewart Middleton of VR Distribution commented: “VR Distribution has introduced party games to many UK retailers over the past three years and these introductions have coincided with lifestyle changes – not just brought about by Covid but also by a shift in consumers’ available time and appetite for fast to learn, fun and quick games. This success has helped us gain distribution of global best-selling games such as Cards Against Humanity and What Do You Meme and means that we’re in a good position to gain more distribution of quality new games that provide strong play value.”

We also heard the thoughts of Chris Beardmore – UK sales manager, Learning Resources; John Briggs – Commercial director, Epoch Making Toys; Simon Newbery – Managing director, Orchard Toys; Philip Kaye – Managing director, Kayes of Cardiff; Cristiano Tonelli – International sales manager, Lisciani; Karen Clarke – Brand director, Smart Toys and Games; Lynette Leet – Marketing manager, John Adams; Scott Clarke – Sales and Operations director, Rex London and Hedley Barnes – Senior vice president International, Spin Master.

Mark Jones, Sales director, University Games and Lagoon, concluded: “Games & Puzzles is a staple category in the toy sector but it is important to keep the range fresh and on point.   Iconic licences, coupled with great games play or build ability is a winning combination that consumers love and retailers can capitalise on.”

To find out more of what our expert contributors had to say, read the full article, which appeared in the bumper Games & Puzzles Supplement, published alongside the September edition of Toy World, by clicking here.