Tomy outlines UK marketing plans for The Game of Saying ‘Huh?!’

Published on: 25th September 2023

Following its enormous success in Japan, Tomy says its latest game, The Game of Saying ‘Huh?!’, is set to be a hit with consumers this Christmas. 

The Game of Saying 'Huh?!Its success in the Japanese market, where it sold over £1m pieces, means Tomy’s The Game of Saying Huh?! party game is predicted to be a favourite with UK families and millennials this Christmas.

The main aim of the games’ marketing campaign has been to get The Game of Saying Huh?! into players’ hands. This kicked off at the UK Games Expo in June, where attendees got to play the game and over 2,000 samples were handed out.

To bolster its early efforts ahead of the key festive buying season, Tomy is undertaking an extensive sampling campaign across UK universities. During the excitement of Freshers’ week, the brand launched a significant student sampling initiative which saw The Game of Saying ‘Huh?!’ sample packs distributed in 10,000 welcome packs through a strategic partnership with Dig In. The sampling campaign will span prominent UK university locations, such as Glasgow, Swansea, Belfast, Sheffield, and Nottingham. This will ensure that the game reaches the vibrant student community, which is always on the lookout for engaging and ice-breaking social activities.

Additionally, Tomy has enlisted sampling expert Come Round to help reach family and millennial households in October and November. The campaign is designed to encourage social sharing and showcase the game’s entertaining nature through social media platforms.

All three sampling campaigns are being further amplified through targeted paid social media advertising campaigns as well as a YouTube campaign starting from October onwards, ensuring that the game’s appeal spreads to mainstream audiences across the UK.

“We are thrilled to introduce The Game of Saying ‘Huh?!’ to our UK audiences,” said Natalie Frow, European senior brand manager at Tomy. “We want to get as many people playing this fun party game as possible, so we are investing heavily with a strong sampling programme, as well as a mass awareness campaign through YouTube to reach our target audience, which is looking for the next best game for games night.”

The Game of Saying ‘Huh?!’ is now available for the UK market and is set to be a popular addition to Tomy’s extensive games category offering.


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