Asmodee UK, the distribution giant responsible for bringing household names like Catan and Ticket to Ride to British tabletops, has announced a three-year partnership with the mental health charity Mind.
The collaboration, which formally launches at Toy Fair next week (Tuesday, 20th January), aims to leverage the social nature of board games to address the country’s deepening loneliness crisis.
Combating the Isolation Epidemic
The partnership comes at a critical time. According to Mind’s Big Mental Health Report 2025, there is an intrinsic link between mental health struggles and social isolation. The report revealed that 55% of people experiencing moderate to severe depressive symptoms report feeling lonely, a stark contrast to the 16% of those with mild or no symptoms. Furthermore, the data suggests that young people are disproportionately affected, with 31% of 16–29-year-olds feeling alone, higher than any other age group.
Asmodee’s involvement is based on the premise that board games are a “low-pressure” way to connect. Unlike forced socialising, a game provides a shared focus and a structured way to interact, which can be a vital bridge for those finding it difficult to connect with friends, family, or colleagues. It’s a valid idea and we’ve seen data that supports it.
Roger Martin, Marketing Director at Asmodee UK, explained the rationale behind the move. “Board games bring people together in a uniquely powerful way,” he said. “They create moments of shared experience, conversation and connection that are more important than ever in today’s world. By partnering with Mind, we want to highlight that games aren’t just about entertainment, they can also play a meaningful role in supporting mental wellbeing and reducing loneliness.”
Play for Mind
The partnership isn’t just a badge-swapping exercise; several initiatives are already in the pipeline.
- Fundraising: Asmodee has committed to a minimum annual fundraising target to support Mind’s services.
- Co-Creation: The two organisations will explore co-creating specific “Asmodee x Mind” games designed for wellbeing.
- Retail Events: A “Play for Mind” initiative will encourage hobby stores and board game cafés to host dedicated events, turning local game stores into community hubs for mental wellbeing.
- Internal Training: Mind will provide mental health training for Asmodee staff, alongside an internal fundraising programme.
Andrew Berrie, Head of Corporate Partnerships at Mind, welcomed the distributor’s support. “We know that talking doesn’t solve everything but talking about our mental health, and listening to others about their experiences, can help us feel less alone, more able to cope, and can often be that first step towards seeking support if we need to,” he said.
The Bigger Picture
Asmodee is a dominant force in the tabletop industry, holding the rights to modern classics including Dobble, 7 Wonders, and Exploding Kittens. Their portfolio spans more than 100 countries, providing a significant platform to amplify Mind’s message.
For gamers, this partnership signals a growing recognition of the hobby’s positive social impact. While we often focus on mechanics and miniatures, the simple act of sitting around a table is, for many, a primary source of social interaction.
If you are looking to pick up some of the titles mentioned to play with your own group, they are widely available from retailers like Magic Madhouse, Waterstones, and Zavvi.
The partnership officially kicks off at the London Toy Fair on January 20th.
