Sweet Suite 2016

Board Games Continue Down a Winning Path

by Mary Couzin, founder, SMG Leisure

Many game industry experts consider this the golden age of board games. History will decide if the moniker sticks, but one thing is for sure: Games and puzzles were the fastest-growing toy category last year, climbing 11 percent to $1.6 billion, according to The NPD Group. This year, game sales continue to grow at 24 percent, more than three times the growth of the toy industry overall. And that number could be even higher if you consider all the crowdsourced board games, a category that has become a major player (pun intended) in the publication and manufacturing of board games. Platforms such as Kickstarter allow independent game designers to reach thousands of consumers, and retailers are tuned in to this trend, which will only continue to rise.

Though lots of games sell at retail for less than $20, and some fall into the impulse category at less than $10, other more complicated games are selling for more than $50, contributing to the overall rise in game sales. During a recent trip to Target, I spotted 10 games selling for more than $50 each. Target.com has 67 titles selling for more than $50, including multiple strategy games.

NorthStarGames_HappySalmon

North Star Games’ Happy Salmon

There is a perfect storm of many trends contributing to strong game sales. Below are the top trends from my research. We could meet over signature cocktails at one of the growing number of board game cafes and enjoy a long discussion on this topic, but it’s tough find an open table!

Getting Social

One of the best things about board games is that they allow for face-to-face social interaction, and many small business owners are seeing the value in this. Game cafes are opening worldwide, bringing people together over cocktails and board games. Specialty game stores have increased their game nights, where friends and strangers can come together to play, and some stores have added workshops to teach people how to play new games. Some local businesses will even send people to your home to teach you and your family how to play games you want to learn. Even larger retailers, such as Barnes and Noble, are getting in on board game events. The specialty retailer recently expanded their game events to all 640 of their stores. This trend is spilling over into corporate lunch hours and after-hours work events. If I had a dollar for every time someone outside our industry mentioned this, I could buy more of those $50 games.

Crowdsourcing Continues

The crowdfunded trend continues to be strong. More than $500 million has been pledged on all types of games (digital, video, projects, board, etc.) on Kickstarter since the platform’s inception, and of that, $265 million went to board games alone, outpacing video and digital projects.

Both independent companies and inventors use Kickstarter to launch their new products, and larger companies use the platform to find products to add to their lines. Looney Lab’s successful launch of Pyramid Arcade decreased many risks for the company. On a larger scale, Hasbro partnered with Indiegogo last year to source new games from independent game designers, and it was so successful that the company will repeat the effort this year. Of all the trends in games over the past few years, crowdfunding has probably had the biggest impact.

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Looney Labs’ Pyramid Arcade

Silly and Simple

While complicated strategy games for adults are populating the shelves, games that require almost no instructions for silly and simple fun are also selling out at retail. The incredible success of Hasbro’s Pie Face last year proves that easy-to-learn, laughter-inducing games are popular with consumers. And this year, North Star Games’ Happy Salmon will be a sure hit in this category. At ASTRA Marketplace & Academy, the fast-paced action card game drew a huge crowd. Goliath Games also has a wide range of products in this genre, which has contributed to the company’s growth in North America.

Adult Party Games

Games aren’t just for kids. Adult party games that gather lots of people together for a good laugh have been gaining traction in the past few years, thanks to mega hits like Cards Against Humanity. And by “adult” I mean “cheeky,” and by “cheeky” I mean “kinda dirty.” This not-so-family-friendly trend continues this year with games such as Galactic Sneeze’s recent release Spank the Yeti, No Kidding’s Rotten Apples, PlayMonster’s Game of Nasty Things, and more.

Going Green

Game companies are jumping on the conservation train this year by using smaller boxes, pouches instead of boxes, and less internal packaging. This not only helps the environment, but it also helps cut costs and allows retailers to expand their offerings since smaller packaging means more products fit on a shelf. Hasbro recently earned Newsweek’s 2016 Green Rankings at No. 1 out of the 500 largest publicly traded companies in the U.S. on overall environmental performance.

Galactic Sneeze_SpanktheYeti

Galactic Sneezes’ Spank the Yeti

The Importance of STREAM

Hot on the heels of the familiar STEM (science, technology, engineering, and math) and STEAM (which adds art to the mix) trends, is STREAM (which includes reading and writing). Games are a great way to help kids learn these important educational concepts, and demand for these products is at a high. This year, ThinkFun’s Circuit Maze, Foxmind’s Pack’n Go!, Griddly Games’ Rocket Lander, Pressman’s Pass the Pen, and Blue Orange’s Dr. Eureka are great options for STREAM learning.

Screen Fatigue

Peggy Brown, game inventor and producer of the upcoming documentary film OPERATION Operation: The Power of Play, believes the rise in the popularity of board games across all genres is because people are unconsciously longing to connect with more meaningful story-based experiences, and desperate to connect with each other. She says, “While board games can be perceived as old-fashioned, there’s no doubt that they bring us together and force us to interact with each other in ways nothing else does. Playing board games, for players of any age, can reconnect us, compel us to discover and invent new and different ways to communicate and solve problems, and refresh our basic social skills which, for most of us, get rusty in the fast and often lonely connections of the interwebs. In an era where we’ve become connected to everybody and are subsequently close to nobody, board games plug us in to each other as we unplug from our devices, even if it’s only for a short time.”

I don’t see an end in sight to the continued rise of board games. At London, Nuremberg, and New York Toy Fairs, as well as ASTRA Marketplace recently, I heard many times from retailers that they were increasing their board game selection and allocated space, all of which is golden news, contributing to a burgeoning golden age.


MaryHeadMary Couzin is CEO and founder of the Chicago Toy & Game Group, with a mission of promoting the importance of play through hosting consumer, fashion, inventor, and media events. Events include Chicago Toy & Game Fair, Inventor and Innovation Conferences, Toy & Game Innovation Awards, PlayCHIC Fashion Show, Young Inventor Challenge, and more.

ChiTAG Welcomes New Advisory Board for Third Annual playCHIC Fashion Show

CHITAGThis year’s playCHIC advisory board is brand-new as the most stylish part of The Chicago Toy & Game Group’s (ChiTAG) Toy & Game Week is returning for the third time. playCHIC is a runway show that combines fashion with top toys.

This year’s playCHIC elite advisory board includes Anna van Slee, this year’s director of playCHIC and co-founder of Otherdoor Entertainment; Alison Ray, managing editor and founder of sassymomsinthecity.com; Gwen Austin, founder of RC Art Toys; Joan Severance, acclaimed model, actress, and game developer, who also walked in last year’s playCHIC fashion show; Mary Couzin, CEO and founder of ChiTAG; Moira Tuffy, who has developed brand identities and executed events for clients; and Peach Carr, self-taught Chicago designer on the eighth season of Project Runway and the second iteration of Project Runway: All Stars.

The 2014 playCHIC fashion show will hit the catwalk on Thursday, November 20.

Chicago Toy & Game Group’s Mary Couzin Selected to Judge DevelopHer Challenge

ChicagoMary Couzin, the founder and CEO of the Chicago Toy & Game Group, has been selected to sit on an eight-person panel of judges for the 2014 DevelopHer Toy & Game Challenge, which charges individuals and companies to create new science, technology, engineering, and mathematics (STEM)-based toys for young children, particularly girls.

Joining Couzin will be actresses and activists Geena Davis and Maria Bello, as well as Clare Munn, the CEO and founder of the social impact media company The Communication Group. Couzin and her fellow judges will critique games designed to challenge girls from the ages of three to 12.

Any individuals or companies with a valid prototype are eligible for entry to the DevelopHer Toy & Game Challenge.