Heathside Trading signs worldwide licensing deal for Destination board games

Toy and games distributor Heathside Trading has announced a worldwide licensing deal for the Destination brand of board games. The deal was negotiated at the London Toy Fair and signed last week.

The Destination London board game was notably featured on the original series of BBC’s Dragons Den and had success with regional, national and licensed editions, including Harry Potter and Downton Abbey.

Games creator Rachel Lowe had the idea for the game while working as a taxi driver to pay her way through university. The original game features taxis as playing pieces and the board depicts famous tourist destinations and landmarks for each city. Players collect fares from the destinations on the board while trying to avoid traffic lights or running out of fuel. The player to collect the most fares wins the game.

Lowe says: “I am delighted to be working with Heathside again. They have global distribution channels and will build the portfolio of Destination games to include international editions as well as new co-branded variations.”

Heathside partnered with Rachel Lowe previously when she launched the official Jumanji Board Game and achieved industry recognition with Game of the Year being presented by the Toy Industry Awards in 2019.

Max Nelson of Heathside says: “We are so excited to be bringing yet another iconic brand into our portfolio. The strength of this brand over the years has allowed for both licensed and iconic Destinations to be released, and this is something we plan to expand on going forward.’’

National editions of the Destination game are expected to hit the shelves later this year, with the international editions launching in 2023 ahead of the 20th anniversary celebratory editions of the brand in 2024.

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

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