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Toy Fair 2020: Asmodee named UK’s number one games company by NPD Group

Asmodee has been named the UK’s number one games manufacturer by the industry analysts The NPD Group following a ‘stellar 2019 performance’ that saw the tabletop gaming goliath achieve 21 per cent growth year-on-year despite the overall toy market decline.

Upon the release by NPD of its December data, Asmodee UK is celebrating its major milestone, bucking the trend of an overall toy market that has shown a seven per cent decline year on year. It now places Asmodee as the number one games and puzzles company in the super-category for the first time.

“This is a very proud achievement for Asmodee UK,” said sales director Anil Boodhoo. “Ranking as the number one games and puzzles supplier over a full year is a testament to the fantastic team we have here who have gone above and beyond to grow the business.

“We would like to express our thanks to all of our retail and supply partners, without whom this would not have been possible, and we can’t wait to push on towards even greater achievements in the years to come.”

The products that have led the way for Asmodee’s impressive year include Dobble, which ranked as the UK’s number one-selling game for the second successive year, and grew as a property by 62 per cent year-on-year.

Bananagrams, meanwhile, rose to become the country’s second-best-selling Family Word Game, with growth of 28 per cent, while the anarchic card game Exploding Kittens enjoyed sensational year-on-year growth of 63 per cent.

The news comes to Asmodee as the company prepares for another London Toy Fair where, this year, the team hopes to be dazzling attendees with its newest portfolio, including the new licensed board game, Rolling in It, a tabletop adaptation of the popular television game show.

As part of the launch activity, the TV show’s presenter, Stephen Mulhern will make a guest appearance at Toy Fair, giving media and buyers the chance to meet him.

Mulhern currently hosts some of the biggest shows on TV including Catchphrase, Britain’s Got More Talent, Saturday Night Takeaway alongside Ant and Dec, In for a Penny, and a new show out this year alongside Simon Cowell called Rolling in It.

He will be on the Asmodee stand (E109) on press day at the event, showcasing an upcoming game based on Rolling in It.

The game invites players to test their luck and general knowledge on the roll of a coin in a big-money game of chance, which features an outsize Roll-a-Penny arcade machine and an electronic launcher to up the atmosphere and keep players on their toes.

“We’re thrilled to have Stephen present on our Toy Fair stand,” said Asmodee’s Boodhoo. “Over the last few years, our team have done a great job launching numerous TV-licensed games to the UK market. This year, people visiting our stand on Tuesday will be able to discover Rolling in It directly from the host himself.”

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