Pants on Fire made history when it became the first board game firm to receive investment on Dragons’ Den, and the company is now expecting its best year yet as a result.
The firm – with games including Liar Liar, Marmite: Love it or Hate it and Who Put the Marmite in the Fridge? – left the Den with £50,000 backing from Dragons Duncan Bannatyne and Peter Jones. It believes the publicity, as well as the investment, will help them achieve a bumper Q4.
“I’d say that half the people that go on there don’t need the funding, they just need the publicity,” director Richard McLuckie told ToyNews.
“We needed the money as well because we have got huge plans for this year. For 2014 we’re looking at probably five times the turnover we got last year. This Christmas is going to be manic for us and that can only be a good thing.
“The investment is allowing us to do some PR. You can have the greatest game in the world, but if no one knows about it, you won’t sell any into shops. Dragons’ Den has got us over that hurdle.”
As well as getting the games out to a wider audience, McLuckie has also seen buyers take note as a result of getting on the show.
“When we were talking about going on Dragons’ Den there wasn’t much interest,” added McLuckie.
“When we said we are going on, they said ‘this is interesting, come and see us once you’ve been on.’ The fact we got investment and guaranteed time on TV, suddenly all the buyers are interested. WH Smith took around ten times the number of games that they took last year.”
Richard will be on a Board Game panel at our Toy & Game Inventors Workshop event later this month. If you would like to pitch your game idea to the likes of Hasbro, Flair and Asobi, click here to buy tickets.