Lemada licenses Accentuate’s Rats to Riches for Israeli market

Published on: 10th May 2021

Accentuate and Lemada have worked together on localized content to ensure relevance of the Hebrew version of Rats to Riches in Israel.

A brand new edition of Rats to Riches will hit shelves in Israel this week after Accentuate Games licensed the award-winning strategy game to Lemada Light Industries, the company behind Rummikub. This represents Accentuate Games’s third international expansion following the game’s UK success.

As well as launching with a totally new look, the game has been entirely changed after the Fraser-Bells, the family owners of Accentuate Games Ltd, worked hand-in-hand with the team at Lemada to build in localized content to ensure relevance of this Hebrew version of Rats to Riches in Israel

Lemada has already secured listings with Israel’s largest on-line shop K.S.P., as well as with a variety of independent game stores in the Israel. The launch is expected to be supported by a wide variety of marketing initiatives including TV ads.

Graeme Fraser-Bell, chairman of Accentuate Games, commented: “We are so fortunate to find a likeminded ethos, enthusiasm and passion in the team at Lemada and are honoured to have Rats to Riches included within such a respected portfolio of games like the world-beating Rummikub.”

Micha Herzano, a member of the ownership family of Lemada, added: “We have always been highly selective and careful of the games we have licensed, but saw how we could leverage the talents of our organization to make a Hebrew version of Rats to Riches a success.”

Dragon’s Den’s Peter Jones, the corner-stone investor in Accentuate Games, commented: “Accentuate is my most successful game investment and I am delighted to see how the team has secured such a licence with one of the worlds most respected games companies.”

If the game becomes as successful in Israel as the two companies expect, there are discussions about launching a Russian version for both the Israeli and Russian markets.

For further information about Accentuate, visit

For UK trade enquiries please contact or mobile 07748 184525


Moonbug announces new content deal with BBC

Toys4You Sutton Coldfield becomes Toymaster member

Lego to stage two-day immersive Mission to Mars event

BLE to highlight sustainability, diversity, equity and inclusion with special day

Zag launches global toy division, Zag Play

Lego unveils largest store in the world in London

New TV campaign from Tonies

Toymaster welcomes new member Big Top Toys

Exclusive: innovation in Wooden Toys

Exclusive: Posh Paws on how the company is evolving