As the U.S. population grows older, more adults are seeking out brain-training games to maintain and improve their memory and mental acuity. Younger consumers are also turning to such games, often in app form, to help them reduce anxiety, increase focus, or simply perform better at work or school.
Not surprisingly, the growth of brain training has led to a new licensing trend. In fact, a number of properties being displayed at this year’s Licensing Expo were targeting brain-training products as a key category for expansion.
American Mensa, the U.S. arm of Mensa International, a group whose members have IQs in the top 2% of the population, was a first-time exhibitor at the show. It was seeking licensees for games, puzzles, brain teasers, mobile apps, and books; current licensees include Workman for page-a-day calendars. Meanwhile, licensing agency LMCA has been assisting Mensa International in signing brand-extension deals for two decades, with Sterling Publishing among its licensees.
The Joester Loria Group announced its representation of the National Geographic Channel series Brain Games last November, and signed Buffalo Games in April for adult and family board and card games based on the show. The first release incorporates challenges in five different categories, from logic to language. Other targeted categories include puzzles and apps, as well as fan gear.
Moxie & Co. was highlighting the Scripps National Spelling Bee, with plans including toys and games, digital media, back-to-school products, and more. This property’s positioning is somewhat different from the other examples, as it is targeting children with the goal of promoting lifelong learning. But one of its first products, a desk calendar from Calendar Ink, includes “a year of entertain-your-brain words.”
With the growth of brain-training apps and subscription services such as Lumosity, CogniFit, and many others, it is likely that this category will see further growth. Expect more activity both from brands that lend themselves to brain-training products and services, along the lines of those outlined in this post, and from properties that have roots in the brain-training sphere and want to expand their brands into adjacent products.
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