Source: University Games/The Toy Book

University Games’ buying spree continues.

The company purchased The Lagoon Group from Asmodee and will begin shipping select Lagoon products to retailers in the U.S. and Canada today.

“I have admired Lagoon Games and its product line since first meeting Lagoon’s founder Simon Meluish in the 1990s on a trip to Chiang Mai, Thailand,” says Bob Moog, University Games president and co-founder. “We plan to keep Lagoon Games true to its British roots while sharing these very special gifts, games, puzzles, and books with people around the world.”

The new deal marks the 14th acquisition by University Games and its third in the UK since May 2019.

University Games is in the midst of its 35th anniversary.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.

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