Stephane Madi, the new CEO of Ravensburger North America, discusses the need to keep gaming fresh and the company’s expansion into the booming world of customizable trading card games in this extended edition of The Toy Book’s 2023 State of the Industry Q&A roundtable. Want more insight from the all-stars of the toy industry? Click here to explore this year’s lineup!
The Toy Book: You’ve taken the helm as CEO this year — what’s the first order of business as you look to put your stamp on the Ravensburger legacy?
Stephane Madi: Ravensburger’s legacy has been driven by our vision, people, and products. We’re excited by the 2023 lineup that we’re rolling out across all of our brands, including a major new category launch in August.
The social/economic forces over the past few years have impacted our industry, so as I begin my new role, my first priority is to re-establish normalcy and efficiency across all functions of our company in North America. Our customers, partners, communities, and team members expect us to execute flawlessly and that’s what we intend to do.
TB: Following a few years of explosive sales growth, games and puzzles have been returning to normal levels. How is Ravensburger keeping the category fresh for retailers and consumers?
SM: Ravensburger games and puzzle fans are true enthusiasts. They are our North Star. While demand for these categories did skyrocket during the early part of the pandemic, we’ve always looked and planned long term. Our fans know and follow us because of our quality, immersive innovations, and attention to detail. Ravensburger brand awareness, positive experience/reviews, and interaction with fan communities have grown significantly, and our commitment to innovation is well reflected in our 2023 lineup.
TB: Ravensburger is entering the world of customizable trading card games (TCG) with Disney Lorcana. Why is that space so important?
SM: Ravensburger is known for bringing great stories to life with top-quality craftsmanship. We are always looking for new, creative, and impactful ways to give people ways to explore, connect, and play. We have wanted to bring a unique experience to the global TCG space for a while, but recognized that it is not an endeavor to take lightly. It was critical that we had the right story, a unique perspective, a strong partner, and a passionate and experienced team in place that creates a game that stands the test of time.
TB: Sustainability is an important issue that Ravensburger has been conscious of for many years. How is the company and its subsidiaries — including BRIO and ThinkFun — progressing toward a sustainable future?
SM: Ravensburger takes the topic of sustainability seriously and has been examining ways to reduce our carbon footprint. Globally we have a plan to reduce emissions by 40% (from 2018-2030) and have also stated our goal of being carbon neutral by this year (2023). We also continue to look for ways we can reduce our energy consumption, for example, we’re currently running our own production sites and the administration building in Ravensburg, Germany on renewable energy.
TB: What opportunities exist for retailers looking to grow their business with games and puzzles?
SM: The biggest opportunity is always in learning about the products and following the fans, kids, and parents. A well and actively managed game and puzzle offering demands more from retailers, but they offer great returns for the investment, especially for independent retailers.
TB: What are your overall predictions for the state of the toy industry and toy retail this year?
SM: For 2023, there are three areas that I think will pull a lot of the industry’s attention.
- The industry as a whole will spend the first half of the year focusing on continued market correction, especially as consumer shopping patterns return to normal compared to the same time period last year.
- We expect to see continued growth of the “kidult” customer, adult consumers who are interested — and willing — to spend considerable money on collectible and immersive products from their favorite IPs.
- I believe we will also see a renewed focus on retail experience and differentiation.
A version of this Q&A was originally published in the 2023 edition of The BIG Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
