Picking Up the Pieces
Games and puzzles help reconnect generations
by Karen E. Thuermer -- Gifts and Dec, 7/1/2002 12:00:00 AM
Puzzles and board games never go out of style. They are activities that family members of all ages can share; a terrific way to bring children and adults together.
And this type of sharing was especially evident after last September's tragic events. "Initially after 9/11, sales (of board games) did go up," says Jim Johnson, store manager of Richmond, Va.'s Toy Center.
And despite statistics that show a downward trend to game and puzzle sales—by about 10 percent last year compared with 2000, according to NPD Group—retailers that specialize in the category claim otherwise. In fact, some say family-time activities seem to be trending up. Retailers tell PLAYTHINGS they find success selling games and puzzles because people of all ages, children and adults alike, "just plain like them."
As for the decline, it's quite possible the slip was actually leveling sales spiked by runaway board game hits Cranium and Who Wants to be a Millionaire?
Additionally, this year's NPD report did not 'break out' the category into sub categories as in prior years. So it is feasible that board games and puzzles are still up, while other sub-categories—like card games and action games—are down and dragging down the entire games category.
But like many categories, puzzles and board games have their season. "Board games and puzzles are most popular in the winter months," Johnson says.
Others concur, reporting sales increases, especially in the fourth quarter. And after the Sept. 11 sales blip, "They settled back down to the normal pace," adds Johnson.
The Toy Center, which caters primarily to children under age 14, dedicates roughly three percent of its shelf space to puzzles and board games, an allotment that has remained consistent over the last several years.
"We have no plans to expand merchandise in this category in the future," Johnson reports. "We find that when kids get around ages 12 and 14 they become more interested in video games."
The hottest seller at the Toy Center is Cranium by Cranium, recently designated Game of The Year by the Toy Industry Association.
To promote sales of board games, Toy Center provides opened samples for children to play with when visiting the store. "A lot of the younger generation are not being exposed to board games," comments Johnson. "Sadly, I think they may disappear as a category as children increasingly request video games."
The Wizard's Chest, an independent retailer in Denver, Colo., hosts a chess club during the winter months.
"We do have game nights at least once or twice a week for the staff so our employees know the games we sell. We will eventually open that to include our customers," comments Stacy Spilman, store manager.
The Wizard's Chest dedicates nearly half of the first level of its two-story shop to board games and puzzles.
"We offer a wide variety of board games, jigsaw puzzles and mind teaser puzzles," she reveals. The retailer constantly adds new games and puzzles to its offerings.
"We have at least 20 games on demonstration at a time," Spilman adds. "If customers want to play, our staff will play with them."
Besides new offerings and old favorites, tops sellers at The Wizard's Chest, which caters to children ages 12 and up, include Cranium, Harry Potter Potions (by Mattel), Apples to Apples (by Out of the Box), Scrabble (by Hasbro), and Risk 2210 (by Parker Brothers).
"We find many people are looking for strategy games in which they can play an active role," observers Spilman. "We also see a lot of whimsical jigsaw puzzles, which we seem to be turning faster. We offer a good variety with different sizes."
Puzzles Plus, an independent retailer in Beavercreek, Ohio, experienced a jump in its sales thanks to ads it places on daytime network TV. "As a result, we were consistently busy all year," comments Sandy Woodrift, store manager.
All 1,500 sq. feet of Puzzles Plus is totally devoted to board games and puzzles. "We have increased the number of games we offer over the past year," she tells PLAYTHINGS . "We are trying to get a nice variety of non-mass merchandise games. Our games focus on those that require some intelligence and knowledge and cater to the older child and adult."
Among the top sellers are Five Crowns and Quiddler by Set Enterprises. "This card game is so popular that people wear out their decks and come back for replacements," Woodrift exclaims. "We have also had a lot of requests for Spinner by Game Source."
The store chooses not to cater to younger children since an Imaginarium retailer is located nearby. Puzzle and/or game demonstrations have been "a bust," Woodrift comments. "We have recently participated in a network of Parents Nights for Gifted Programs within various school systems. After doing one, others want to jump on the bandwagon."
Overall, Woodrift is bullish on this category of playthings. "We have been in business for six years," she says, "and have seen growing demand for games and puzzles."
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