At Basic Fun!, tapping into nostalgia is more than just a trend — it’s a mission. Known for reinventing classic toys and pioneering its long-running line of Handheld Arcade Classics, the company is leveling up this year with a bold leap into the world of home arcade machines.
“We’ve been in the handheld video game business for a long time,” says Basic Fun! CEO Jay Foreman. “We love the category and saw a gap, as did many licensors. We decided to fill the gap, and our customers have responded well so far.”
According to Dan Westcott, Senior Vice President of Global Marketing at Basic Fun!, “Expanding into Home Arcade was a natural next step. It complements our successful Handheld Arcade Classics portfolio and completes the full arcade experience.”
With prices ranging from $180 to $600, Basic Fun! is targeting families and kidult collectors alike. “The range reflects the balance between scale, quality, and value,” Westcott explains. “We focused on delivering an authentic arcade experience while keeping it accessible.”
NEWSTALGIA
That authenticity is key. Basic Fun! isn’t just slapping retro art on some generic machines. “We use original game code, cabinet designs, and true-to-arcade controls. These aren’t interpretations, they’re reproductions of the real thing,” Westcott says.
The second wave of home arcade gaming follows a boom that began in 2018 and quickly hooked a cross-generational audience eager to bring the arcade experience home. Exploring the market since then has brought a deeper understanding of what fans want. “We looked at what worked — and what didn’t — and focused on a tight offering securing some of the best, most popular games in the arcade space,” he says.
And yes, the Basic Fun! team is listening online. “We’re absolutely tuned into what fans say on Reddit, YouTube, and more,” Westcott says. “It helps us stay sharp and deliver the best experiences.”
To ensure each unit delivers the true arcade experience, the company paid careful attention to everything from cabinet art to joystick feedback. “We scaled down without scaling back,” he says. “We prioritized every detail to deliver that satisfying arcade click and visual impact.”
While the cabinets use original game ROMs, Basic Fun! found smart ways to keep things premium without blowing up the price. The machines feature a mix of molded plastic and wood hybrids, true micro-switch joysticks, backlit marquees, and high-resolution screens. “Premium where it counts in the gameplay experience, smartly spec’d to stay accessible,” Westcott notes.
Connectivity features like Wi-Fi aren’t included in the initial rollout, but they are on the future roadmap. For now, the focus is on faithfully re-creating the past. Durability was also a must. “Each unit is rigorously play-tested, from ROM QA to age-tested controls and protected deck art,” Westcott says.
KEY PLAYERS
Working with legendary IP holders like Atari was another big win. “Incredible,” he says of the collaboration. “Atari is the foundation of arcade culture.” And then there’s WWF WrestleFest, a cult favorite from 1991 that returns under the WWE brand. “It’s a fan-favorite and has never been done before in the home arcade space,” Westcott says.
Some cabinets will feature single iconic games, while others will offer curated collections. Placement will vary by retail channel, with some going to the toy aisle, others to electronics. And yes, there will be retailer exclusives with alternate artwork and bonus content.
“Retailers love the approach, the nostalgic positioning, value proposition, and suite of titles,” Westcott says. The company is working on special displays, branded packaging, and online assets to help the line stand out in-store and online.
BOSS LEVEL
As for the bigger picture, this isn’t a one-and-done. “Holiday is key, but we see year-round tentpole moments to spotlight the category,” he adds. “Retail drives broad awareness, while direct-to-consumer allows us to engage deeply with fans.”
For Basic Fun!, the home arcade is more than just a side quest — it’s a full-on campaign. “We look to be the go-to No. 2 player in the category very quickly,” Foreman declares. Game on!
Arcade Classics Home Arcade
Ages: 6+ | MSRP: $179.99-599.99 | Available: Fall 2025
Families can bring the retro fun of classic arcades home. With an authentic arcade experience, classic gameplay, and original cabinet art, these true-to-arcade reproductions deliver the nostalgia of the games that players loved. Arcade Classics’ new Home Arcade line includes tabletop and stand-up cabinets featuring classic games like Centipede and Tempest, as well as exclusive Atari- and WWE-licensed games.
Stay on the Pulse of Play!
A version of this feature first appeared in The Toy Book‘s 2025 Specialty Toys & Gifts Issue. Click here to read the full issue!
Want The Toy Book delivered straight to your desk? Subscribe here and never miss a beat in the world of toys and play! Get seven big issues in print each year.
