John Adams celebrates The Cube BAFTA win

Firm hopes the award will boost sales of its already successful board game.
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ITV game show, The Cube, won a BAFTA for the Best Entertainment programme at last weekend’s ceremony.

John Adams is now celebrating the potential impact the award will have on its electronic The Cube board game and on the games category as a whole.

The firm hopes the interactive board game, based on the hit ITV game show, will now re-enter the limelight with a surge in retailer demand.

“The game is one of our best-selling lines since its launch last year”, said Simon Pilkington, John Adams managing director.

“With the programme attracting a much younger audience, children are wanting to get involved and our game allows them to experience the challenges first-hand.

"The recent BAFTA win for the series will not only up the performance for the game but for the games category as a whole.”

The Cube is the ultimate electronic board game, based on the ITV show, hosted by Phillip Schofield and broadcast on Saturday nights to a family audience of more than four million viewers.

The programme has been recommisioned for a fourth series later this year.

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