Outspoken Imagination Games CEO, Shane Yeend, predicts a "changing of the guard" in the board games market and believes his firm can usurp Hasbro as the sector's leading brand.
Speaking on a recent visit to the UK, the ebullient Australian promised innovation across a number of sectors including board games, DVD games, video games, mobile and even spoke of launching a games channel.
"Hasbro hasn't launched a totally new board game for ages. They're just controlling the shelf space by reinventing old games.
"All the competition are about is protecting the past, but we are about reinventing the future. Let's see if in five year's time we're not the number one player.We're the fastest growing games company in the world and probably the most profitable.
"Nobody is doing anything different. We're not only changing things but we're smashing business models and paradigms."
The firm has had success with a number of licensed products including recent signings of Catchphrase and Planet Earth.