Observed Signal · Jun 16, 2026 · Merchandising Update · Source: Modern Retail · Impact: 2/5 · Sentiment: Positive
Anthropologie Expands Tabletop Games Assortment
Anthropologie is increasing its focus on tabletop games — positioning colorful, design-forward board games as both decor and product — after seeing rising consumer interest. The retailer reports a 19% year-over-year increase in website views for “board games,” 12% growth in game-related searches, and a 34% increase in game SKUs. Anthropologie develops new game designs seasonally, partners on exclusive editions, and uses social listening, on-site search data and vendor input to guide assortments. Circana data cited in the article shows the global toy market reached $123 billion in 2025, with fastest growth among consumers aged 15 and older. Anthropologie is integrating games into seasonal marketing and in-store merchandising to drive repeat visits among home customers.
Retailer-level merchandising and marketing changes show how first-party search and social insights are being used to diversify assortments and drive repeat visits; relevant to commerce strategies and retail media planning but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Anthropologie reports website views for “board games” are up 19% year over year.
- Anthropologie reports searches for game-related terms are up 12% year over year.
- Anthropologie’s game SKU count is up 34% year over year.
- Anthropologie typically develops new games about four times per year and works with partners on exclusive editions (example: Farm Rio x Anthropologie Jenga).
- Circana data cited: global toy industry reached $123 billion in annual sales in 2025, up 8% from 2024.
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Anthropologie Expands Beauty Assortment and In-Store Shops
Anthropologie is expanding its beauty assortment and in-store beauty installations after rising customer demand. The retailer added shop-in-shops last year (27 locations) and plans to reach 50 by year-end, while curating a checkout “incubator” and accelerating release and marketing of its popular beauty advent calendars. Over the past 12 months, one in six Anthropologie customers bought a beauty item, and hair care is among the fastest-growing categories. The company will increase paid social promotion and pursue a more consistent influencer strategy to drive acquisition and sales. Industry data from Circana and Mintel are cited to contextualize broader beauty category growth.
Anthropologie Launches Nike as Sneaker Customer Base Grows 30%
Anthropologie is capitalizing on a nearly 30% increase in customers purchasing sneakers by introducing Nike, its largest footwear brand, to its shelves. The first of nine styles launched on September 7, 2026, with more rolling out by September 21. This move is part of a broader footwear expansion that has seen availability grow from eight to 200 stores. Anthropologie plans a full digital campaign to support the launch, integrating footwear with apparel. The company's owned brands, including Maeve, also show strong footwear growth. This strategic focus on footwear is driven by data showing that footwear customers are among the most valuable, with one in five apparel shoppers also purchasing shoes. Sneaker sales in the U.S. rose 6% in the first half of 2026, underscoring the category's importance for retailers.
Hasbro Earns $44M from Monopoly Go; Games Revenue Up 17%
Hasbro reported that Scopely’s mobile game Monopoly Go generated $44 million in Q2 2026 and $86 million year-to-date, contributing to a 17% year-on-year increase in Hasbro’s digital and licensed gaming revenue to $135.5 million. For H1 2026 the digital and licensed gaming division rose 10% to $256.8 million, while tabletop gaming grew faster (32% to $989 million). The Wizards and digital gaming segment grew 27% in Q2 to $663.8 million, driven largely by Magic: The Gathering’s 32% growth to $545.3 million. Hasbro flagged more than 200 active or in-development projects with partners including Scopely, Aristocrat, Tripledot, Marmalade, Gameberry Labs, Ubisoft and Gameloft.
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