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Game Time: Putting the Fun in Fundex
Q&A with Jill Bazos, V.P. of Marketing, Fundex Games
August 24, 2009
LOGO: How did Fundex get its start?
Jill Bazos: Fundex Games, Ltd. was born the moment Pete Voigt and his son Chip negotiated a licensing agreement with the inventor of the popular card game Phase 10. Fundex launched the company with Phase 10 and two other games in 1986. Phase 10 has grown and now ranks as the second best-selling card game in the world. Its success was the catalyst for fantastic growth into many more game categories that now make up the diverse portfolio of Fundex products.
LOGO: Fundex expanded into the outdoor/tailgate category in 2005. How did that move come about?
Jill Bazos: After researching the category, it was apparent that not only was this a rapidly growing category, but it perfectly fit the Fundex philosophy of encouraging social interaction and connecting people in a compelling way. Interestingly, we saw a trend of outdoor/tailgate games that people were making in their garages. These grassroots games were a perfect fit for the launch of the Fundex outdoor line, RecreAction, where we brought regional games to a national marketplace.
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LOGO: What are your most popular products?
Jill Bazos: Our best selling product in the outdoor line is Jarts. This year, in fact, we have sold over 200,000. Jarts is a classic aerodynamic game of lawn darts that’s great fun for the entire family. We have updated and improved it, so it’s safe for all ages. Our second bestseller is Bulls-Eye Washers. Originally, it was extremely regional, but it has now broken down those boundaries and gained nationwide popularity and distribution.
LOGO: 2009 has been a busy year for Fundex. What’s new?
Jill Bazos: Our most exciting news is that our licensed and licensed co-brand business is booming. We have continued to create partnerships and breathe new life into classic properties. These include MLB, NFL, NHL and NCAA. We have married these properties to several great household brands like UNO, Scrabble, Rubik’s Cube, All About Trivia and Toss Across. Our mantra is “Classic Brands, Brand New.” Our strong product line offers the potential to give the world new ways to entertain, to learn and importantly, to connect!
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LOGO: Why is licensing important to Fundex?
Jill Bazos: Licensing not only expands the Fundex line to include more trend specific/hot items, but it is also expands the line on top of a base of popular core product, which is the way we believe the growth should occur. In mid-2008, after building a solid portfolio of products, Fundex began optimizing its potential by securing licensing agreements with powerful consumer brands that fit strategically within our portfolio. The Fundex licensing plan is strategic and smart. We have—and will continue to—add licenses that are interesting, popular among a core target and lend themselves well to game play. The products will be a celebration of the license in that each game is specifically developed for the license it represents. In that way, Fundex will be very selective in the licenses it chooses and the manner in which they are used.
LOGO: What’s your message to retailers and buyers?
Jill Bazos: Fundex Games is hot and fast becoming a one-stop-shop for all your outdoor games, whether they are great solid RecreAction games or licensed product that is quality and cool. From basic outdoor to tailgating to holiday gifts, Fundex products offer outdoor fun for everyone and a chance for fans to show their loyalty in new, unique and fun ways!
