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- Visit us on stand GH81 at the Toy Fair 2006 -

Mobile Intelligence Games (M.I.G.) is announcing its UK launch at Toy Fair 2006 in Excel, London.

The move coincides with a renaissance in traditional board games amongst 25-50 year old consumers, as well as a growing recognition by the over 65s of the health benefits of putting their grey matter to the test on a regular basis to ensure that they lead longer and happier lives. (1)

Presented in a handy-sized box, no board, no fiddly pieces – this general knowledge brain game is perfect for people on the move and includes over 1,500 questions. Just roll the specially engineered dice in the lid of the box and answer a question correctly in each of the five categories to win. From Now & Then, Culture & Showbiz, Home & Away, Sports & All Sorts to Nature & Science, everyone has a chance to shine and the first person to answer correctly one question from each category wins – and it only takes around 15 minutes for the quick version, so you can always fit in a game or two wherever you are.

Staffan Liewendahl, co-founder of M.I.G. commented: “Our test marketing of M.I.G. in the Oxford area revealed that people like the idea of playing a board game but have found in the past that most don’t have enough substance or take several hours to play. In contrast, our consumers have told us that M.I.G. is quick, intellectually stimulating and fun to play. They like the quality of questions and find they are actually things they want to know. M.I.G. might be a little more expensive than other travel trivia games, but if you look at the price per question, it’s actually quite cheap. Consumers also liked its compact format and the prospect of playing the game in a car, train or plane really appeals.”

How to play M.I.G.
1. Two dice are rolled. One die – the specially designed M.I.G. die – indicates if the player may take a turn, a second die indicates from which categories the player may choose a question
2. There are 5 categories – Now & Then, Culture & Showbiz, Home & Away, Sports & All Sorts and Nature & Science
3. The first player to answer a question correctly in all categories wins – good luck!

Formed in 2000, M.I.G. is the brainchild of four Swedes who invented the game that they wanted to play but couldn’t find in the shops – a portable, entertaining game that was both fun and stimulating for the mind. M.I.G. has taken Scandinavia by storm, with a game in over 120,000 households.

M.I.G. retails at £14.99. To discuss wholesale discounts for distribution or retail, contact Staffan Liewendahl - staffan@playmig.com - or visit stand GH81 at the Toy Fair in the Excel Centre, London, from Wednesday 25th to Saturday 28th January 2006. More information is available at www.playmig.com.

ENDS


For media enquiries, images and samples, please contact Republic PR:
Bethany Hoskin, bethany@republicpr.com
Julia Crawford, julia@republicpr.com
Tel: 020 7379 5000

(1) See ‘How to reduce dementia risk’, Bupa investigative news - http://www.bupa.co.uk/health_information/html/health_news/30...



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