Kerry Addis, co-owner and chief operating officer of WS Game Company, discusses the organization’s history and unique approach to designing new versions of classic board games.
WS Game Company
TELL US ABOUT YOURSELF AND YOUR COMPANY:
I grew up in the board game business, learning the craft from my father, Dana Silva, who cofounded WS Game Company with Mike Doyle in 2000. They were both Parker Brothers and Milton Bradley employees until their office closed due to restructuring. They decided that instead of moving their families, they would use their forty years of combined experience to work as consultants for Hasbro Games to create premium games for their key national accounts.
The business earned a Hasbro licensee contract in 2009 and has collaborated with partners globally to bring board games into consumers’ homes as functional decor ever since. Today, I’m co-owner and COO and run the company with my brother, Jonathan Silva. I help oversee the creative process from start to finish for our growing product portfolio.
WS Game Company
WHAT MAKES WS GAME COMPANY’S PRODUCTS SO SPECIAL?
As kids, we always had the latest and greatest board games at our fingertips, but the sheer number of them in our house got to be a bit unwieldy. They wound up living on huge shelves in our basement—out of sight and often out of mind. But at WS Game Company, our goal is to keep games at the forefront of your mind, and that’s easiest when you see them every day.
Our Vintage Bookshelf collection is a perfect example of how games can live in your home as part of your decor. We have twenty-two in this line, including Risk, Boggle, and Trouble, that are packaged to look like fabric-wrapped, hardback books, blending nostalgic design with an upscale feel. They look amazing on a bookcase or shelf, and you can easily grab one to play anytime you want.
For all our games, we include storage for the parts so you can display the container without worrying about losing any pieces. The material choices and finishes are very important as well, and we offer products in a range of options—including wood, glass, metal, fabric, and leather—so everyone can find something that matches their aesthetic.
WS Game Company
IS THERE ONE ITEM THAT PEOPLE SEEM TO LOVE MOST?
Anything from the Vintage Bookshelf collection, really. Board games as decor is very popular right now, so those editions are flying off the shelves. The wide selection in this line has sparked viral treasure hunts complete their sets. Social media is also filled with videos of people styling their games in various ways throughout their homes. It’s amazing to see how it’s getting more people to play games with their family and friends!
HOW DO YOU APPROACH REIMAGINING A WELL-KNOWN GAME?
We start by taking a wider look at our overall offerings to determine what’s missing—whether it’s a certain aesthetic, functionality, or price point. Our design team then explores color trends, materials, and printing techniques while always keeping gameplay and storage in mind. Based on all those details, we create samples and refine the design until we feel we’ve developed the best product for people to enjoy.
As a Hasbro licensee, collaboration is a key part of the development process for nearly every game we produce. When we have a new concept, we present it to the Hasbro team, which gives them a chance to provide feedback before we get too far along. We also stay in touch throughout development to ensure that we incorporate all their latest brand guidelines and they’re able to approve every design component.
WS Game Company
ARE THERE ANY CHALLENGES THAT COME WITH SUCH ADAPTATIONS?
The most difficult thing is adding value without adding a lot of extra parts. The game of Sorry!, for example, only requires a board, a deck of cards, and sixteen movers, but we also included a card box so the cards can be neatly stored when not in play. (Plus, we swapped out the standard plastic movers for painted wood ones.) In addition, we generally use more premium card stock and printing techniques, improving the overall quality. These subtle changes can make a major difference in your tactile experience of a game and how likely you are to play it again.
HOW DO YOU UPDATE A GAME WITHOUT LOSING WHAT MADE IT SPECIAL IN THE FIRST PLACE?
The original versions of the games bring a sense of nostalgia and so many memories for people, and we think it’s important to maintain that connection when possible. Fortunately, the early editions of many Hasbro games are simple and elegant, so it’s not too difficult to incorporate their vintage looks into our premium designs. By switching up the materials, refining the color palette, and playing with scale, we can make something old feel modern but still classic.
For more info, visit wsgamecompany.com
