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That's especially true now, according to industry specialist Chris Byrne, also known as the "Toy Guy": "Considering what it would cost for four people to go to the movies, board games are a deal!"Ġ:00 / 3:50 Club makers battle at Bethpage And in the case of board games, they might even be most attractive in the worst times.
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The economic downturn has created what many experts call a "recession-resistant" industry - one that, for families operating on tight budgets who have children to entertain, is attractive no matter the economic climate. Through 2007, video game sales had been growing steadily by more than 7% a year - sales that year totaled $12.4 billion - while board games had been experiencing a steady slide since their heyday in the '80s.īut with the onset of the recession, as video games have suffered from the dip in consumer spending, their older, less-costly cousins - Clue, Candy Land, and the like - have benefited. Of course, board games have lived in the shadow of video games for the past decade. In 2008, board game sales climbed 23.5% to about $808 million, and they're expected to grow more this year. It may seem like an odd move, but not only have hobby games like Blokus taken hold with the next generation, board games on the whole have seen a bounce in the past year.
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But when the company acquired Blokus earlier this year, it was to capitalize on the growing cachet hobby games have with twentysomethings - a demographic that Mattel's aggressively pursuing, says Geoff Walker, Mattel's senior vice president of Wheels, Games and Radica. NEW YORK (Fortune) - Mattel is betting on Blokus.įor the uninitiated, that's a quick strategy game that bears just about no resemblance to the mainstream big sellers such as Uno for which Mattel ( MAT, Fortune 500) is known.