I sure hope they bring back Chutes & Ladders

Did you know Americans are rediscovering and falling back in love with board games such as Monopoly? According to this article in Adweek, board game sales in the U.S. grew by 28 percent last year. And, global sales are just below a staggering $10 billion.

Why the resurgence in board games? Juli Lennett, toy industry analyst at NPD Group says board games “…play into the nesting trend. More people are binge watching and cooking at home, and they’re playing board games at home rather than going for an expensive night out. Instead of snapchat or texting, it gives people an opportunity to come together face to face and have fun.” How novel.

Many of the board game makers employ a push-pull marketing strategy aimed at attracting both kids and their parents. The Game of Life, for example, uses electronic banking cards, rather than cash and other board games are licensing popular “kid” characters from ‘Star Wars’ or Disney’s ‘Frozen.’

To date, Hasbro’s been the big winner in the board game sweepstakes. Their recent Monopoly contest to decide which tokens to keep and which to replace scored an amazing 4.3 million votes on social media. Even big name brands got in on the Monopoly token name change frenzy. Zipcar ran a #SaveTheCar social campaign and the New England Aquarium hosted a #VotePenguin campaign on Facebook Live. I was always a thimble guy myself (guess I channeled my inner female self from the very beginning).

Board games are so hot that bars are actually retrofitting themselves to ride the wave. Kingmakers, which has locations in Columbus, Ohio, and Indianapolis actually has board game “sommeliers” who, for $5 a player, teach and recommend selections from its library of 500 games based on the group and mood of the players. (Note: Imagine telling mom and dad that your four-year degree just landed you a gig as a board game sommelier at Kingmakers. Ouch.).

I think the board gamed resurgence is very cool (and a reminder that digital is NOT the one and only way to go when it comes to capturing a new target audience). I just hope Chutes & Ladders makes a comeback as well. I was positively addicted to that game as a kid. It always broke my heart to get so close to the top only to roll the dice and, boom, land on a chute that took me right back to the bottom of the board. I guess it was good preparation for my future career in PR.

 

 

 

One thought on “I sure hope they bring back Chutes & Ladders

  1. So cool. They just released “Oregon Trail” as a card game – it was an early 90s computer game that a lot of Millennials (including yours truly) loved. Needless to say, I spent the $11.99 on the card game and brought it up to Maine to play when the weather was bad! So much fun!!

Leave a Reply

Your email address will not be published.