Ahead of its first ever London Toy Fair exhibition, Wild & Wolf is delighted to reveal the substantial progress Ridley's Games has made both here in the UK and abroad, including the particular success of Avocado Smash. Selling more than 30,000 units in its first year, Avocado Smash was the top bestselling SKU for Wild & Wolf in 2018.
Ridley's own IP has been identified as a priority category and has since been supported by an aggressive global growth strategy that has paid off, demonstrated by its recent exponential growth in export markets.APAC International Sales Manager Jay Newton was brought on board in 2018 to lend his specialist experience and extensive global distribution contacts to serve Wild & Wolf's goal of expanding their export reach even further to target high potential growth territories like Eastern Europe, the Middle East and the Far East.
Newton has increased Export FOB orders for Ridley's Games, with customers placing significant orders for translated versions of Avocado Smash. With MOQs as high as 10,000, there are now translated copies of Avocado Smash in Hungary, Israel, Poland and Korea, with appetite for more.
The success of Avocado Smash amongst these new distributors has led to more orders across Ridley's own IP games, including Peach Snaps, Nope!, Sumo Slam and Selfish: The Space Edition with more than 60,000 units ordered and FOB customers already requesting SS20 samples." I think the translations are just the tip of the iceberg, and that the translated editions will really resonate and gather momentum within these newly tapped markets", Newton said. "I'd credit our success to our professionalism and flexibility to work on FOB orders and crucially our ability to localise and adapt games wherever relevant."
In the UK, Ridley's Games received its own dedicated National Account Manager in September 2019. Mark Holland brings with him over 15 years of industry experience, with his primary objective being to exploit new buying avenues within the toy & games sector for Ridley's toys, games & puzzles to further establish Ridley's as an evergreen games brand.
The recent success of Ridley's has not gone unnoticed by the toy trade, with recognition in both Mojo Nation's Play Creators Awards and Toy Shop UK's Independent Toy Awards. Chris Naylor and Rich Walton on the Ridley's Games team were shortlisted in the Game Designers of the Year category for Avocado Smash as well as Chris being shortlisted in the Rising Star category. The Independent Toy Awards recognised Smashing Pumpkins with a Gold Award in the Card Games category, making it the first Gold win for Ridley's.
"We're so pleased with the incredible growth that Ridley's has seen over the past year," said Wild & Wolf Commercial Director James Portman. "Since we first launched own-IP games in AW18, including bestselling Avocado Smash, the brand has gone from strength to strength. We're excited by the continuing opportunities for expansion, not just in new markets but also major licensing deals that will really put Ridley's on the map as a key player in the global games industry."