Asmodee sees ‘huge increase in demand’ for In for a Penny board game as TV’s Ant and Dec play over Instagram

Asmodee UK is reporting a ‘huge increase in demand’ for its licensed family board game In for a Penny, after the title took centre stage in an Instagram video posted by TV presenters Ant and Dec showcased the gameplay to their some 4.2 million viewers earlier this week.

The I’m a Celebrity presenting duo were joined by their ITV cohort, Stephen Mulhern – the presenter of the hit television game In for a Penny – as he presided over a game hosted on the social media platform. The video has already, according to Asmodee, ‘whipped up excitement around the game among Christmas shoppers.’

In for a Penny, available exclusively through Asmodee, lets families and friends play Mulhern’s infectiously silly game show from the comfort of their own homes. Including many audience-favourite mini-games such as Pump It Up, Check It Out and the Stopwatch Challenge, the only thing missing is Mulhern’s sparkly jacket.

“We’re already seeing a huge increase in demand for In for a Penny thanks to Ant and Dec perfectly demonstrating why it’s a great way for families to share some fun this Christmas,” said Anil Boodhoo, Asmodee’s national channel director.

“With stock flying out of our warehouse, we’d encourage interested retailers to get in touch quickly to place orders to avoid disappointment.”

The video has already racked up over 767,000 views, introducing people to the tabletop version of a show that attracted over 5.4 million viewers for the debut of its second series earlier this year. A third series, to be aired in 2021, is currently in production.

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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