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Binary Arts, parent company to
Puzzles.COM, is making a bold move to solidify its position as the
leading manufacturer of mind challenging games by renaming the company
ThinkFun. They are also introducing ThinkFun Centers to retailers to
spotlight their unique product, which embodies the philosophy that
problem solving is fun.
"We’re ready to take the company to the next level," says Bill
Ritchie, Founder and CEO. "We see a growing demand for mind
challenging games, particularly in the specialty market. Consumers
tell us that they are looking for an engaging challenge. Our new name,
ThinkFun, instantly conveys the experience of our product."
The company has had great success with mind challenging games. Their
hit
Rush Hour, the Traffic Jam game, has sold over three million units
since 1997. Binary Arts entered the toy industry over 18 years ago
with puzzles such as TopSpin and Spinout. "They’ve always stood out as
the leader in mind challenging games and consumers of all ages are
gravitating toward this category," says Bert Balliet, Senior Buyer,
Zany Brainy.
But more than just introducing a new brand, the company is introducing
ThinkFun Centers, a flexible display concept that will help retailers
highlight and sell more mind challenging games. "Everybody wants a
challenge," says Andrea Barthello, Founder and VP of Sales and
Marketing at ThinkFun. "We’re giving retailers an easy way to create
ThinkFun Centers in their store to meet the needs of customers of all
ages and give them a chance to explore. The ThinkFun Centers are all
about seeing, touching, solving, and selling."
The ThinkFun Centers come in different versions using a modular
approach to fit the needs of any retail store. Early concepts include
hanging ceiling signage, hands-on displays, over-the-rack signage, and
fully outfitted kiosks. The ThinkFun Centers also introduce ThinkFun’s
brand launch campaign with the campaign line "Everybody plays." To
demonstrate the broad appeal of mind challenging games to all ages,
the campaign whimsically displays even animals interested in a game as
people of varying ages play. The new ThinkFun brand and advertising
campaign were developed by New York
City-based branding agency The James Group.
As for new products,
River Crossing, The Plank Puzzle game, leads off
ThinkFun’s 2003 mind challenging game line. The challenge is simple:
can you get a hiker across a crocodile-infested river using different
sized planks? The solutions vary as River Crossing is a 40-challenge
puzzle with skill levels ranging from beginner to expert. The tactile
design of the game and magnetic pieces stand out immediately, making
River Crossing a must touch puzzle.
A second major new offering is Oodles of Doodles. Think Pictionary
meets Outburst on steroids. This is a great family or team game where
one player is asked to draw eight quick doodles relating to a topic,
like "things you would find at the beach." The person or team who can
guess the most right answers the quickest as the doodles are drawn,
wins the round.
ThinkFun is also introducing the
Mini Fifteen Puzzle Key Chain. The
Fifteen puzzle became a run-away hit and has sold over 600,000 units
since last year. Based on the classic puzzle from the 1950’s,
ThinkFun’s redesign is metal cast with enamelled lettering and is much
more elegant than its predecessor. Sliding the mixed-up numbers into
order has never been easier or more addictive. The Mini Fifteen Puzzle
Key Chain features a key chain and is a slightly smaller but no less
nimble version. The original ThinkFun Fifteen puzzle is still
available as well.
"When we started Binary Arts eighteen years ago," said Andrea
Barthello, "we had no idea how great an adventure we would be
embarking on. Our peers and retail partners were great in showing us
the ropes and helping us build our business. As ThinkFun, we look
forward to the next eighteen years being even more exciting and
successful than the first."
About ThinkFun
ThinkFun is the leading manufacturer of mind challenging games. By
transforming the ideas of mathematicians, puzzle masters, and game
theorists into engaging products, ThinkFun has mastered the art of
making toys that prove that problem solving is fun. ThinkFun games are
made for anyone looking for an engaging challenge. Founded in 1985 as
Binary Arts by Bill Ritchie and Andrea Barthello, ThinkFun’s products
have won over 150 awards and are found in specialty toy and gift
stores around the world. More information can be found on the web at
www.ThinkFun.com. Retailers can place orders by calling their ThinkFun
Sales Representative or (800) 468-1864.
For more information, contact: Beth Arritt, 703-549-4999 |
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Posted: July 19, 2003 |
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Last Updated: March 28, 2005 |
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