Identity Games Shutters U.S. Office, Shifts Focus to Distribution Partners

Escape Room: The Game | Source: Identity Games

Identity Games International BV is refocusing its efforts in the U.S.

Following the downsizing of its U.S. office in Washington over the past year, the Rotterdam-based company made the decision to close its Stateside outpost in favor of distribution partnerships.

“In the U.S. we are happy to have Spin Master as our mass-market distribution partner for Escape Room,” says Jeroen Nugteren, managing director of Identity Games. “Upcoming product launches like Nightmare Horror Adventures and BBC Planet Earth Animals are also better suited to be sold by U.S.-based toy companies with a strong marketing foothold.”

Since 2013, Identity Games has seen several successful U.S. launches for titles including Boom Boom Balloon, Find It, Poopy Head, and Mouthguard Challenge.

In addition to its relationship with Spin Master, Identity Games works with Kroeger Inc. on a variety of products. The company says it plans to grow its distribution partnerships in the U.S. to match the volume of its games sold in Europe. that will be

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James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book and Co-President of The International Toy Magazines Association (ITMA). He is also 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), New York Comic Con, 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.