No less than 60 new games and toys have recently been launched, targeting the peak season that is beginning now. In order to feed this growth, the business last year expanded its head office at Anjou with an additional 30,000 square feet. But, beyond the mere numbers, it’s Bojeux™’s whole policy of research and development that deserves the spotlight. “Our future is our products,” explained President Georges Gareau, “The toy market demands we constantly renew ourselves and integrate the latest styles and trends in our offerings.” To stay with it, the business dedicates a large part of its investment to research and creativity, not only to offer new products, but to adapt existing games, correct them and improve them. As an example, in 2006, 30% of Bojeux™’s collection was entirely new and 20% of Bojeux™’s products were renewed ones. The Tutti Frutti™ line is a case in point, benefiting from hundreds of thousands of dollars of investment in order to
remain the modelling clay preferred by children, parents and daycares.

Retailers are not insensitive to this renewal of the product line. This year, Bojeux™ benefitted from record in-store product listings, an increase of more than 50% compared with last year. Just a few weeks from the year-end holidays, it’s a figure that is encouraging. At this very moment, the business is responding to resupply orders coming from across Canada, and internationally as well, from Carrefour France, for example, a huge player in the French market.

Exporting isn’t a novelty at Bojeux™. The company already distributes its games and toys in more than 40 countries, such as France and Belgium, two markets where it holds an enviable position. “The ties we’ve forged with our French and Belgian customers go beyond a mere business relationship,” avers Georges Gareau. “They think of us as next-door neighbours. They’re proud to buy Québecois products.” Bojeux™ will soon have offices in France and its own distribution network in Europe. But Bojeux™’s European vision isn’t limited to la belle France. Russia, Hungary, Slovenia and practically every country of Eastern Europe are very active markets that Bojeux™ soon plans to conquer. The Quebec-based firm’s objective is to increase its exports to Europe by 30% within the next three years.

The U.S.? A different market, a different approach. The toy market of our neighbours to the south has been unstable for several years, marked by numerous failures, knocking investors off balance. In this context, any new player has to show their credentials before hoping to do business. As a result, before being accredited as an official supplier to a large American chain, Bojeux™ recently had to submit itself to a variety of inspections and reviews aimed at checking the most minute details, such as security, quality control and productivity. But the size of the market more than justifies the price of admission. Moreover, Bojeux™ won’t be satisfied with merely exporting to the U.S.—several consultations now in progress focus on plans for partnerships, mergers or acquisitions.

Even if Bojeux™ has an eye on other countries, its heart and roots remain in Quebec. As proof of that, a good part of game and toy manufacturing is done in its factory in Anjou. “Every day, we’re confronted with the temptation to pack things off to China, but we resist and keep our production in Quebec as much as possible,” asserts Georges Gareau. “This strategy ensures better control and a flexibility no competitor can even hope for. That’s priceless.” Today, about one hundred Bojeux™ products proudly bear the words “Made in Canada.”

Bojeux™’s Quebec flavour finds expression in a number of partnerships with local producers who turn local characters (from Quebec TV and literature) into toys. As an example, Bojeux™ this year teamed up with Spectra Animation to develop puzzles of Toopy and Binoo™, two animal characters conceived by author Dominique Jolin (of Dominique et Compagnie). So too with the work of Laurentian illustrator, Marisol Sarrazin, which Bojeux™ reproduced in jigsaw puzzles for the last two years. As for distribution, Bojeux™ goes all out to satisfy its local partners, be it a general merchandiser (like Jean Coutu) or specialty stores (like FrancJeu, Le Tambourin or Tour de jeux). And to meet specific, exclusive needs of certain retailers, Bojeux™ distributes the French brands Nathan™ and Ouaps™!, and recently added Diset™ (Spain) and Castorland™ (Poland).

No doubt about it, Bojeux™ is going places. And the journey has just begun. Loto-Québec is presently working on a new instant lottery version of the famous and popular Yum®, Bojeux™’s classic game. The launch is expected in the spring of 2007. Bojeux™ thus celebrates its 30th birthday under a banner of success and optimism!

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