The Ravensburger publishing house was able to increase its sales by over 20 percent compared to the previous year. The company reported 632 million euros and achieved above-market growth, especially in the major European toy markets in France, Italy, Spain and Great Britain. The global pandemic is not least responsible for the success - but the publisher also celebrated success with its classic games.
Ravensburger achieved the highest growth in Great Britain as well as in North America and Scandinavia. In Germany, the publishing house also developed with double-digit growth. CEO Clemens Maier: “The past year was marked by the time we spent with the family. In addition to products for relaxation, board games and educational materials for children were particularly popular. We are very happy that we were able to support many people with our offer to find a balance from everyday life, especially in a crisis situation. " To put it in a less flowery way: the corona pandemic and the associated restrictions have made many consumers around the world resort to games, books and toys.
Board game classics as draft horses
Frequent gamers will probably turn up their noses, furrow their foreheads and clap their hands over their heads, because Ravensburger impressively demonstrates one thing above all with its sales: In the games of the past few months, classics have been particularly popular.
It is not a coincidence. With board game classics, the entry hurdle is low - anyone can join in, quickly, without a long regular study. Above all, this brings families together. And: The games are often linked to memories of shared experiences or your own childhood, because some of the classics have been around for decades. According to Ravensburger, 2020 million copies of the product family “The crazy labyrinth” were sold in 1,2 alone. Memory in its various versions even went over two million times over the counter.
For the Ravensburger group of companies, “games” are the largest category, and the growth figures are correspondingly strong: around 22 percent was up compared to the previous year. Anyone who is happy about some of the supposedly huge editions of a successful Kickstarter board game should be amazed at the Ravensburger figures presented: a total of 25 million games were sold.
The current year should also be successful, because the pandemic is continuing and - even if it does not otherwise produce a lot of positive results - will continue to ensure good toy sales. Ravensburger is picking up on the classic trend and is celebrating the anniversaries of a number of successful games, including “Sagaland” (40 years) and “Lotti Karotti” (20 years).
Sales of thinking and logic games from the “ThinkFun” brand increased by over 33 percent, measured in terms of the number of pieces. The top product was the game “Gravity Maze”, which has sold over 475.000 pieces, which requires imagination and logical thinking. Ravensburger is no less successful in the field of puzzles. 28 million copies went from Ravensburg to over 70 countries. That is around 32 percent more than in the previous year. Personalized puzzles also experienced a boom: According to the company, the demand for custom-made puzzles has almost quadrupled. The 3D puzzles also benefit from this trend: the best-selling product last year was the Lamborghini Huracán EVO. Ravensburger was able to sell around 130.000 of these.
The GraviTrax marble run system, which Ravensburger has expanded to include the “Pro” range, is always present on social media. It is now also possible to build complex railways upwards. Sales in this area rose by around 18 percent - Ravensburger can also read the interest in the success of the first GraviTrax book with instructions and extra tasks for fans and professionals.
On the subject of books: Ravensburger is extremely busy there too. Books for first-time readers, non-fiction books such as the series “Wieso? For what reason? Why?" and “Guinness World Records 2021”, as well as books and games for the Tiptoi pen created freedom within families in Corona times - the division grew by around 17 percent, according to Ravensburger. Tiptoi grew strongly in the anniversary year, thanks to books on preschool topics and the Wi-Fi edition of the pen. Children's and young adult literature also achieved double-digit growth. Readers over the age of 14 in particular picked up titles like “Kiss me twice” by bestselling author Stella Tack.
New corporate structures are bearing fruit
In 2019, Ravensburger initiated a restructuring of the organization of the Ravensburger Group. This has now been completed and bore its first fruits last year. Thus, through the cross-brand and cross-product sales, different retail channels could be supplied and consumers could be served with all products.
According to Ravensburger, the high degree of in-house production was also an advantage. The toy company was able to react to the market situation. The company was able to quickly meet the increasing demand for puzzles. In the spring, production capacities in the company's own plants in Ravensburg and in Policka in the Czech Republic were increased to the pre-Christmas level, taking into account all corona security measures.
But even the toy giant was not protected from the effects of Corona: There were delivery bottlenecks for some products because the demand was higher than the capacity. “At this point, a big thank you to all of our employees and our suppliers. You have achieved great things under the very challenging conditions, ”said Hanspeter Mürle, CEO of Ravensburger AG.
The Ravensburger Children's World, the Ravensburger Museum and the Ravensburger Spieleland were affected to a greater extent by the measures to prevent the spread of the corona virus. The park's season start was postponed to May 1st, and the number of daily visitors had to be limited.
Ravensburger remains active in the areas of climate protection and sustainability. An immediate measure for active climate protection was financed with 250.000 euros: In cooperation with the NGO Fairventures, the planting and sustainable management of over 120.000 trees in Uganda and Indonesia is made possible. In addition to the successive implementation of measures to reduce CO2, Ravensburger is currently developing an expanded sustainability concept. Donations also flowed: 750.000 euros went to social projects in all countries in which Ravensburger has its own locations - Germany, Austria, Switzerland, USA, Great Britain, the Czech Republic, France, Italy, Spain, Portugal, Sweden, the Netherlands, Belgium and Japan - is represented. “We got through the special year 2020 well. We have therefore decided to become more involved with children and families in difficult situations and with climate protection, ”said Clemens Maier.
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Last updated on 5.08.2022/XNUMX/XNUMX / Affiliate Links / Images from the Amazon Product Advertising API. * = Affiliate links. Images from Amazon PA API