Can analog entertainment find a place in consumers’ lives post-lockdown?

Is the boom in jigsaws and board games a blip on the entertainment radar, or the beginning of the rebirth of a category? Coley Porter Bell's John Clark imagines the future of analog entertainment post-lockdown. In a world that has suddenly shrunk to the confines of our homes, with face to face interaction limited to those who we live with, many of us have turned to simple pleasures to fill our lockdown lives. While books and TV are obvious ways of filling our time at home, and food has taken up a much bigger mental load beyond what fills our plates at mealtimes, people are also rediscovering stress-relieving pastimes that may have long been forgotten. The Covid-19 pandemic has seen a massive spike in searches for old-fashioned leisure and play products. Looking at Google search, ‘jigsaws’, ‘board games’ and ‘puzzles’ reached peak popularity between 29 March and 4 April – the first two weeks of lockdown in the UK. Sales of games and puzzles rose by 240% in the week ending 21 March, compared with the same period last year, according to the NPD Group.

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