Asmodee and Middle-earth Enterprises enter into a strategic agreement, naming Asmodee the exclusive category manager for all tabletop games and accessories based on Middle-earth Enterprises’ iconic properties. The new arrangement builds on a 25-year partnership between the companies and marks the next phase in expanding the Middle-earth universe across the tabletop industry.
“Becoming the exclusive category manager for such iconic works is an exciting milestone and a testament to 25 years of a successful relationship with Middle-earth Enterprises,” says Thomas Koegler, CEO of Asmodee. “Our teams share a passion for connecting people, creating memorable experiences, and immersive storytelling that have resonated with fans around the world.”
Under the agreement, Asmodee oversees the overall strategy and development of Middle-earth tabletop products, working closely with external publishers, industry experts, and Middle-earth’s internal creative and lore teams. Existing licensing agreements between current tabletop publishers and Middle-earth Enterprises will remain unchanged.
“We’re excited to have Asmodee looking after our portfolio for tabletop games,” says Lee Guinchard, CEO of Middle-earth Enterprises. “With its unique combination of games creation, publishing, and distribution capabilities, Asmodee has defined modern tabletop games for the past 30 years. This is an exciting new chapter in our long-standing relationship with Asmodee. We believe they are the best placed company to help make such an incredible world as Middle-earth, thrive.”
A dedicated category management team led by 30-year industry veteran Luke Peterschmidt guides the initiative. The collaboration aims to deliver a cohesive portfolio of tabletop games for fans of all ages, thereby strengthening Middle-earth Enterprises’ global presence in the gaming category.
“We’re looking forward to ensuring that high-quality, innovative tabletop games set in Middle-earth, whether coming from our studios or external publishers to Asmodee, continue to meet and exceed fan expectations,” adds Thomas Koegler. “This also speaks to our broader commitment to maximizing strategic collaborations with IP owners to develop worlds that inspire players.”
Visit asmodee.com and middleearth.com for more information.
