Asmodee takes over The Green Board Game Company in Searainbow acquisition

Asmodee Group has entered into discussions to acquire the companies of the Searainbow Group, a European and Asian toys and games publisher, manufacturer and international distributor and owners of The Green Board Game Company.

Established in 2004, Searainbow Group started in China as Forever Bright, a producer of innovative educational toys and related specialty items.

The firm also distributes toys and games to the Asian markets through its subsidiary Wisdom Warehouse. In 2015, Searainbow acquired one of the UK’s market leaders in educational games, The Green Board Game Company.

“We are delighted to be joining Asmodee. The resources of a larger group will provide exciting development opportunities, including entrance to more markets and the ability to offer customers a broader and better range of products,” said Jessie Moin, Searainbow Group founder.

The acquisitions of The Green Board Game Company and Lagoon allows Asmodee Group to offer a wide product range, as well as strengthen its educational games publishing and distribution on the European market.

“As a group, we are eager to offer the best games and tell amazing stories to both children and adults,” added Stephane Carville, president of Asmodee Group. “The great pedigree of educational games in Searainbow’s portfolio will enable us to strengthen our offer with additional transgenerational ranges in both Europe and Asia. We are delighted to welcome Searainbow in the group.”

Frederic Nugeron, regional manager of Greater China of Asmodee Group, concluded: “With Searainbow’s strong games portfolio and successful distribution experience, we will strengthen our presence in Asia, particularly in the children and educational market.

“Searainbow’s success in the online space and the combination of our operations will be a great asset for Asmodee in Asia.”

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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