Searainbow acquisition sees Asmodee add Green Board Games to portfolio

Published on: 27th February 2019

Asmodee Group has entered into exclusive discussions to acquire the companies of the Searainbow Group, a Europe- and Asia-based toys and games publisher, manufacturer and international distributor.

Established in 2004, Searainbow Group started in China as Forever Bright, a producer of innovative educational toys and related specialty items. The company also distributes toys and games to the Asian markets through its subsidiary Wisdom Warehouse.

In 2015, Searainbow acquired one of the UK’s market leaders in educational games, The Green Board Game Company. In 2018, the acquisition of Lagoon made Searainbow Group a strong publisher of games and puzzles for gift for UK gift shops.

“We are delighted to be joining Asmodee. The resources of a larger group will provide exciting development opportunities, including entrance to more markets and the ability to offer customers a broader and better range of products,” said Jessie Min, Searainbow Group founder.

The acquisitions of The Green Board Game Company and Lagoon allows Asmodee Group to offer a wider product range, as well as strengthen its educational games publishing and distribution on the European market. The Forever Bright and Wisdom Warehouse acquisitions will also bolster Asmodee’s development in Asia.

“As a group, we are eager to offer the best games and tell amazing stories to both children and adults,” said Stephane Carville, president of Asmodee Group.”The great pedigree of educational games in Searainbow’s portfolio will enable us to strengthen our offer with additional trans-generational ranges in both Europe and Asia. We are delighted to welcome Searainbow to the group.”

“With Searainbow’s strong games portfolio and successful distribution experience, we will strengthen our presence in Asia, particularly in the children and educational market,” added Frederic Nugeron, regional manager, Greater China, of Asmodee Group. “Searainbow’s success in the online space and the combination of our operations will be a great asset for Asmodee in Asia.”


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