Article
The enduring allure of board games
In a world dominated by digital distractions, board games have carved out a special place as a cornerstone of family life, offering both connection and nostalgia.
A cornerstone of family life
Our data shows that 91% of parents of kids aged 3 to 9 enjoy playing board games as a family activity. We have also seen a 10% year-on-year increase in their popularity among 6 to 9 year olds, making them the sixth most popular toy type at 19%, ranking just behind toy vehicles at 20% and action figures at 21%.
91%
of parents of kids aged 3 to 9 enjoy playing board games as a family activity.
The Insights Family, Parents Insights, UK, March to May 2024.
This enduring appeal is a fascinating blend of factors, with parental nostalgia playing a significant role in purchasing decisions. However, the allure of board games runs deeper than mere sentimentality.
Connection and problem solving
Our Parents Insights UK data highlights a key factor influencing parents' toy choices for their kids aged 3 to 9: the toy's ability to foster family connection, an attribute that 22% of parents prioritise. Board games create a dedicated space for families to bond through face-to-face interaction, communication and teamwork. These shared experiences strengthen family connections and create cherished memories.
Moreover, over 1 in 5 parents, 21%, seek toys that nurture problem solving skills. Board games offer a perfect platform for developing these abilities, as kids engage physically with dice, tokens and cards, stimulating cognitive growth through playful exploration.
Board games create a dedicated space for families to bond through face-to-face interaction, communication and teamwork.
The classics still lead
Classic board games are the most popular, with Monopoly and UNO securing the top spots as the most played, boasting 29% and 16% respectively. UNO's recent partnership with McDonald's marks a significant milestone, cementing its status as a board game icon. By including UNO in Happy Meals, Mattel has maintained its appeal among younger generations, broadening its fan base across age groups.
The pull of digital IP
Collaborating with popular digital properties has proven to be a reliable strategy for offline brands. The power of popular content IP to cultivate dedicated fan bases from a young age has propelled the board game industry for years. Hasbro's Monopoly is a perfect example, holding its crown as the board game champion across generations due to its successful brand partnerships. Monopoly's latest collaborations with iconic franchises like Super Mario, Bluey and PAW Patrol are testament to this winning formula.
Platforms where these characters thrive, such as Netflix, enjoyed by 63% of 6 to 9 year olds, remain hugely popular, weaving themselves into the fabric of childhood. This is evident in the fact that a vast majority of 6 to 9 year olds with access to a tablet, 79%, own one, at 66%. With phones and tablets often acting as digital babysitters, the sway of online intellectual property over licensed board games, and toys in general, will continue to be substantial. Furthermore, online adaptations of classic board games like chess are gaining traction, with multiplayer features injecting a new level of excitement into the gaming landscape.
Parental nostalgia
Parental nostalgia also plays a significant role in shaping parents' affinity to classic board games like Monopoly. Our data indicates that nostalgia influences 12% of parents across Gen Z, Gen X and Millennials, with Millennial parents showing the strongest connection, experiencing a 6% year-on-year increase.
12%
of parents say nostalgia influences their toy choices, rising fastest among Millennial parents at plus 6% year on year.
The Insights Family, Parents Insights, UK, March to May 2024, versus the same period in 2023.
This likely stems from parents cherishing memories of their first Monopoly triumph, the satisfaction of crafting a complex Scrabble word, or the thrill of unmasking the culprit in Cluedo. Sharing these beloved experiences with their kids creates a profound sense of connection, allowing them to relive their childhood vicariously through their offspring.
The takeaway
Board games are defying the digital age, offering families a budget-friendly escape filled with fun and learning. Their affordability and ability to sharpen problem solving skills undoubtedly contribute to their enduring popularity. While nostalgia certainly plays a role, strategic partnerships like UNO with McDonald's demonstrate the industry's adaptability to the modern world. Ultimately, the true magic of board games lies in their power to unite families and create cherished memories that stand the test of time.
This article first featured in the August issue of Toys N' Playthings, pages 22 to 23.
The data in this article includes responses from parents across three generations in the UK: Gen Z, Millennials and Gen X. All data was collected between March and May 2024. Where applicable, comparisons are made against data from the same period in 2023.
