Based upon Toy Fair feedback, the Under the Influence packaging now reflects the ‘ultimate cocktail of drinking and party games’ ethos.
A Kickstarter success born during lockdown, the hit game Under the Influence has been extensively tested on its inventor’s return to university and is already launching in over six countries, Talya Kishon – the woman behind – tells Toy World she has been on what she describes as a ‘weird but wonderful journey’.
“Leaving uni and being able to combine my childhood passion for games, my friendship group’s passion for drinking and my degree in advertising to bring out a game that looks set to become an international bestseller is surreal,” said Talya. “So was presenting my game to the industry on VR Distribution’s stand at London Toy Fair, where it sat proudly alongside some of my favourite games growing up.”
Under the Influence will be arriving in several of Talya’s favourite shops towards the end of the year in the UK before going into US chains such as Spencer Gifts. Stockists are predicting that the game will become a best-seller thanks to its combination of both a game board and cards, and the fact no two games are ever the same.
Based upon Toy Fair feedback, the packaging now reflects the ‘ultimate cocktail of drinking and party games’ ethos with a cocktail bar vibe and a cooler, retro style. The board has an integrated spinner and added icons allowing it to be played with or without alcohol. This means it can now be marketed as both a drinking game and a party game to maximise the audience.
One of the game’s strengths is that it knows its audience: students and kidults who got back into games during lockdown. Its content, meanwhile, has been designed by young people for young people, and is supported by a professional and well-funded marketing campaign bespoke to the age group. Social media influencers are receiving games early as part of the second Kickstarter campaign, which will lead to a celebrity launch party.
Behind the scenes, 22-year-old Talya’s excitement and vision for the game’s future is being backed by an experienced and professional operation. Her father, Danny Kishon, a long time Toys & Games inventor and entrepreneur (ex MD at Character Games, Really Useful Games and Paradigm Games) turned international deal maker, has been organising all the manufacturing and non-Kickstarter funding.
“He made me do it all myself to start,” explained Talya, “but when I finally managed to convince half a dozen distributors to take the game on, he came on board to help me and get Under the Influence into production. Working with my dad and receiving his support has been so special. His first ever big game launch – the strategy game September – sold over 200,000 units in the UK back in 1986 when he was my age. I’m looking forward to (hopefully) beating that.”
In the UK, Under the Influence is available from VR Distribution and launches in July/August: call 0330 088 0941 or visit www.vrdist.co.uk for more information. All in 1 Products is handling international distribution.
