For grown-ups or for kids? Grow’s trump card is betting on both

If you locomotion successful a gathering country of the committee crippled institution Grow, you tin hide PowerPoint presentations oregon income projections.

It is much apt for you to find an unfastened committee connected the array and colorful chips successful executives’ hands. The turn, there, is reserved to trial the astir caller bets of the business.

Surrounding them are the titles that marked the puerility of a bully magnitude of Brazilians: Perfil, Imagem & Ação, Senha and, of course, War, the implicit person of the marque since 1972.

Today, Grow launches astir 100 products a year, ranging from committee games to jigsaw puzzles. Most don’t past much than 1 play – and that’s alright.

“We play, test, observe. If the crippled makes america sleepy, we alteration it. If it’s not breathtaking enough, it drops successful sales”, says João Nagano Junior, the company’s director.

Since 2016, Grow has near the satellite of dolls to absorption connected what it does best: games that unite radical astir the table. Still, 300 products are successful the market.

For this year, the position is to turn 12% successful revenue, sustained by a robust portfolio, a loyal fanbase and a wide strategy: to marque games with timeless entreaty – adjacent successful an progressively integer world.

This entreaty has been winning adjacent grown-ups over: a nationalist that, decades ago, would possibly beryllium uncomfortable buying “children’s toys”.

The crippled assemblage (such arsenic committee games, cards, pictures and representation game) accrued income from 9,1% successful 2017 to 14,8% successful 2024, according to the Brazilian Association of Toymakers (Abrinq).

What was erstwhile seen arsenic a childish pastime has become, to a batch of people, bully Saturday nighttime plans. With a bonus: to enactment distant from the screens for a small while.

But Grow hasn’t fixed up connected children – oregon connected technology. In the past fewer years, it has started to integrate integer resources into carnal games, specified arsenic augmented world and explanatory videos.

One of the examples is simply a crippled successful English successful which the kid scans the paper and listens to the due pronouncing of the words.

Another important beforehand was matching the entreaty of known characters, specified arsenic those from Paw Patrol, with games that stimulate reasoning and co-living.

The Top Trump paper game, for instance, has 28 versions, with themes that scope from cars to norse mythology.

“Children hardly inquire for committee games alone. Who makes this determination is inactive the adult. So, retired effort is offering a merchandise that pleases both”, says the executive.

Beit successful the genitor role, arsenic fans oregon owed to nostalgia, adults and children inactive stitchery astir the aforesaid tabletops. This is Grow’s trump card.