Talk the talk

David Conn, marketing director of Mentalogy Games, talks to David Clerkin.

Tell us about Mentalogy. Who is it aimed at and what does it involve?

Mentalogy, aimed at ages seven-plus, and Mentalogy Junior, aimed at ages four-plus, are high speed family board games in which two or more players use their memory to remember a series of words, numbers and pictures. As the game progresses, more and more words, numbers and pictures are added to the mix, increasing the challenge even further.

Where did the idea come from?

Dublin taxi driver Pat Howe developed the original idea. Five years ago he met graphic designer Pat Kinsley, the managing director of Neworld Group, after picking him up in his taxi one evening. During the journey he discussed his idea for the game and this immediately sparked Pat’s interest. Their vision of Mentalogy the board game became a reality in April 2003.

You’ve just launched a new junior version. Why?

Mentalogy Junior was devised due to the phenomenal success of the original Mentalogy and we are really pleased with sales in Ireland to date. We will launch Mentalogy Junior to the international markets at the New York City Toy Fair in February 2006.

How difficult is the market to break into? What does your game have that makes it different?

It is true that there are a wide range of board games on the market. However Mentalogy and Mentalogy Junior are set apart by providing more than just entertainment; they also foster learning, making them perfect educational tools for children. The format of these games teaches players the essential skills required to maximise their learning ability and expand their memory.

Please tell us about your marketing strategy. Do you focus on parents or children? Why one over the other?

One of the key elements of our marketing strategy is to create an image of the Mentalogy brand that represents both fun and learning. Mentalogy is primarily marketed to parents as they ultimately hold the purchasing power and make key decisions when it comes to young children.

Are you confined to Ireland or do you export too?

Ravensburger, one of the world’s largest game manufacturers, now distribute the Mentalogy brand in the US. At present Mentalogy is in over 3,000 retail stores in the US and this is growing weekly.

Any other games in the pipeline?

We currently have a number of new games and entertainment products in development which we are keeping under wraps at this stage. However, I can say that I imagine that they will have been successfully launched on both the Irish and international markets by 2010.

Anything else we should know?

Mentalogy and Mentalogy Junior are available in all major toy stores and book retailers around the country, including Smyths Toys Super Stores, Toymaster, World of Wonder and Easons.

Mentalogy is priced at €29.99 and Mentalogy Junior is priced at €24.99.