The long-established company Schmidt Spiele continues its success from last year’s positive business year. In particular, the division is to be expanded with the recently acquired wooden toy brand Selecta.

“We are aiming for further growth in games and puzzles in 2018. In addition, the topic of wooden toys with Selecta will be a clear focus – here we are opening up a new area in which we will successfully position ourselves,” says Axel Kaldenhoven, Managing Director of Schmidt Spiele GmbH. In October 2017 Schmidt Spiele bought the traditional Bavarian brand Selecta. This expanded the company’s product portfolio to include high-quality wooden toys. Schmidt Spiele has been selling toys suitable for children since the end of last year. With the takeover, the continuation of the traditional Selecta brand in the field of wooden toys was secured, as was production at the Bavarian location in the company’s own joinery.

Puzzles by Schmidt Spiele in 2017 in above-average demand

Schmidt Spiele can look back on a successful 2017 financial year. There was particularly strong demand for puzzles for children and adults. The growth in this segment amounted to 15 percent. According to the company, the increase is thus well above the industry level of +/- zero percent. Schmidt Spiele also attributes this positive development to the introduction of the brand’s premium quality. A specially developed cardboard, high-quality linen structure, non-reflecting puzzle through the used matt lacquer, accuracy of fit by particularly fine punching knives as well as a large variety of forms by individually formed puzzle pieces should offer high gaming fun.

Positive effects from being named “Children’s Game of the Year”

In the games for children and adults, the annual high from 2016 was maintained. This plus was also achieved two years ago through the success of Stone Age Junior and its award as the children’s game of 2016. If the figures are considered without the effect of the award, the company reports a five percent increase in sales.

Late TV launch has an impact on Sorgenfresser sales

The area of license themes for plush continued to be the strongest brand on the market last year. Nevertheless, the expected increase in the plush segment at Schmidt Spiele in 2017 did not materialize for the time being. The reason for this is the late start of the Sorgenfresser TV series in the fourth quarter of 2017 which was to boost plush sales.


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Image: Schmidt Spiele