Asmodee leads gaming sector growth amid tricky year for toys

Asmodee has taken its place on the podium as a leader in sales of the board gaming sector, having been highlighted as the driving force behind one of the UK toy and games’ industry’s only growth categories this year.

The past 10 months have not come without their challenges for a toy industry that, according to the latest NPD data covering the year up to the end of August, has seen sales down nine per cent against the same period last year.

By contrast, however, the games sector has seen a year on year increase of seven per cent, with much of its success attributed to Asmodee’s popular portfolio of titles.

Shown to be the UK’s most effective seller in the Family Games category over the last three months, the company is now the top-ranked manufacturer in the overall games category. The firm has shown to be the top-performing member of the country’s top 10 toy suppliers, up nine per cent in year-on-year value share as the eighth highest-grossing supplier – one of only two of that top 10 to be showing year-on-year growth.

The firm has attributed much of this success to titles like Dobble and the Pokémon Trading Card Game (TCG) as well as its growing Family Games category. Pokémon is recorded as the number-one games property and growing, while Dobble is on the rise as well at number six.

Both brands have enjoyed welcome additions in 2019. The Pokémon TCG has released multiple new Sun & Moon sets along with cards tying into the hit live-action movie Pokémon: Detective Pikachu, with further boosts expected from the upcoming release of new mainline video games on the Nintendo Switch.

Meanwhile, Dobble has seen brand awareness grow with the successful summer release of the licensed Harry Potter Dobble.

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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