Asmodee UK draws big brand plans for Dobble with LMI as it launches its Family Games range

Asmodee’s number one selling brand, Dobble is exploring a life outside of party gaming thanks to a new partnership with LMI, a UK licensing agency that will identify opportunities to expand the reach and audience for the IP through licensing partnerships.

Andrew Maconie and the team at LMI have been appointed as the licensing agent for the UK, Eire and Benelux and are now already busy identifying and planning the brand’s development.

Having sold 21 million games worldwide and been named the UK’s best selling game has given the Dobble game a firm platform from which to build a wider brand.

In the UK, Asmodee has been the country’s most effective marketer in the Family Games category and now stand as the top-ranked manufacturer in the overall Games category – progress made thanks in no small part to titles like this one.

The partnership has been announced as Dobble now celebrates its 10th birthday this year.

Alex Green, managing director of Asmodee UK, said: “We are delighted to have LMI on board to help take the Dobble brand even further. The game has come from humble beginnings to become a household name and we can’t wait to see it thrive with new opportunities as a result of this partnership.”

The development is part of new campaign from Asmodee UK which will see it launch a new Family Games range at Toy Fair next week, showcasing ‘best in class products that excel at bringing all ages together around the tabletop for shared fun.’

The Family Games range will be led by Dobble 360, lending the title a 360-degree twist. Like all of the Family Games portfolio, Dobble 360 will benefit from comprehensive marketing support, including a huge TV and digital ad campaign.

Also featured are Ticket to Ride London, the bite-sized edition of the millions-selling Modern Classic board game that lets players rush around the capital for points in just 15 minutes, and the hugely popular BrainBox range of educational games, which deliver learning and memory challenges based on a variety of topics.

The collection is completed by the hilarious dexterity challenge of Crazy Eggz, the shadow-puppetry creativity of Picture Show and the magnetised sailing adventure of Bermuda Pirates.

The creation of the Family Games range follows similar groupings of key products by Asmodee for clear marketing focus, including the Modern Classics, Party Games and newly rebranded Quick Play titles.

Visitors can find Asmodee at Toy Fair on Stand E109 but should also keep an eye out for a second stand on E15, where some of Asmodee’s standout brands will be celebrated, including Dobble, Catan and BrainBox.

About Robert Hutchins

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

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