Winning Moves

What Winning Moves does

Winning Moves France SAS is a privately held French board and card game publisher founded in 1997 and headquartered in Montreuil. The company operates as the exclusive Hasbro licensing partner in France for branded editions of Monopoly, Risk, Trivial Pursuit, Cluedo, Qui est-ce?, and La Bonne Paye, and holds complementary licensing relationships with Disney, Warner Brothers, and Nickelodeon that it uses to produce franchise-themed variants (Spider-Man, Star Wars, Harry Potter, Marvel, Dragon Ball Z, Naruto, One Piece, Mario, Sonic, FFF, French regional cities, and others). Its catalog also includes seven proprietary or co-owned brands — Top Trumps, Match, Quiz, Top Puzzles, Waddingtons Number 1, Lex Go!, and Pass the Pigs (Jeu de Cochons) — plus secondary titles such as Yahtzee, Whot!, and Monopoly Junior, all sold as physical games.

The company runs a dual-track business model. On the consumer side, it sells directly to end customers through its own e-commerce storefront at winningmoves.fr, supported by organic social media presence on Instagram, YouTube, and Facebook and email marketing, with free shipping above €19.99, 48-hour delivery, and a satisfaction guarantee. On the B2B side, it offers a custom game edition service under which businesses, museums, sports teams, and associations can commission personalized versions of Monopoly, Cluedo, Top Trumps, Quiz, Match, and puzzles, with a 1,500-unit minimum order. Documented B2B clients include Musée du Louvre, Boucheron, Citroën, PSG, English Heritage, National Trust, Zoo de Beauval, Saint Barthélemy government, and Haute Horlogerie.

Underlying technology is design- and licensing-led rather than software-led: the company's core capabilities are game design, franchise licensing, and in-house customization/packaging for small-batch bespoke runs. The product portfolio is entirely physical; there are no apps, APIs, or digital games, and no AI/ML components are referenced. The firm employs 51-100 people, operates only in France as a registered market, and is owned independently with no disclosed external funding rounds or M&A activity.

Name

Winning Moves

Legal name

Winning Moves France

Website

https://winningmoves.fr

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

51–100 employees

Short description

Winning Moves France is a Montreuil-based, privately held board and card game publisher founded in 1997. It holds exclusive Hasbro licensing for France and additional Disney, Warner Brothers, and Nickelodeon licenses, selling themed editions to consumers via winningmoves.fr and bespoke editions to enterprise clients.

Ownership category

akta.pro rank

Product category

Board and Card Games

NAICS

Hobby, Toy, and Game Retailers (45912), Doll, Toy, and Game Manufacturing (339930)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Board Game & Puzzle Specialty Retailers (CRALALAA)

akta.pro secondary industry

Family/Party Board Games Retail (CRALALAB)

Keywords

• Licensed board games
• Family card games
• Custom board games
• Hasbro licensed editions
• Puzzles and dice games

Headquarters

HQ city

Montreuil

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retail Board Game Sales: Winning Moves generates revenue through the sale of licensed board games directly to consumers via their e-commerce website. Games include Monopoly, Risk, Trivial Pursuit, Cluedo, Top Trumps, Match, Quiz, and other branded editions featuring licensed themes from Disney, Marvel, Harry Potter, Star Wars, anime franchises, and more.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels3 records

Core offering

Winning Moves manufactures, publishes, and sells licensed and proprietary board and card games - including Monopoly, Cluedo, Risk, Trivial Pursuit, Top Trumps, Match, Quiz, Yahtzee, La Bonne Paye, Pass the Pigs, Top Puzzles, and Waddingtons Number 1 - through its own e-commerce storefront, attaching entertainment franchises (Disney, Marvel, Harry Potter, Star Wars, anime, sports) to classic game formats. The company also provides a B2B custom game creation service delivering bespoke branded editions for enterprises, museums, sports teams, and associations with a 1,500-unit minimum order.

Product overview

Winning Moves is a licensed board game publisher and Hasbro's exclusive partner for creating licensed editions of classic games. The company operates a portfolio of 7 game brands (Monopoly, Cluedo, Risk, Trivial Pursuit, Top Trumps, Quiz, and Match) plus additional titles like Yahtzee, Jeu de Cochons, La Bonne Paye, Whot!, and Waddingtons Number 1. They specialize in customizing these classic games with popular licensed themes including Disney, Harry Potter, Star Wars, Marvel, manga series (Naruto, One Piece, Dragon Ball Z), video games (Mario, Sonic, Zelda), sports (Ligue 1, FFF), and regional French themes. The company also offers a B2B custom game creation service for enterprises, museums, and associations with a minimum order of 1500 units. Winning Moves creates and publishes physical board games and card games rather than digital products.

Differentiator

Problem solved

Functional benefit

Brands

• Top Trumps: Card battle game brand - now personalized with popular licensed themes.
• Match
• Quiz
• Top Puzzles
• Waddingtons Number 1 - Jeu de 54 cartes
• Pass the Pigs (Jeu de Cochons)
• Lex Go!

Products and services

• Monopoly The iconic real estate trading game offered in numerous licensed editions featuring various themes such as cities, movies, manga, and video games. Players negotiate property purchases and development to accumulate wealth. Sold via the winningmoves.fr e-commerce storefront to French consumers.
• Monopoly Junior Simplified version of Monopoly designed for younger children (ages 5+), featuring easier rules and shorter game duration. Sold via the winningmoves.fr e-commerce storefront.
• Cluedo Mystery detective game where players determine which character committed a crime, with what weapon, and in which room, offered in licensed themed editions. Sold via the winningmoves.fr e-commerce storefront and customized for B2B clients.
• Risk Strategic territory conquest game offered in themed editions such as Stranger Things. Sold via the winningmoves.fr e-commerce storefront.
• Trivial Pursuit General knowledge trivia game available in themed editions covering regions, sports, history, gastronomy, and licensed properties. Sold via the winningmoves.fr e-commerce storefront and as B2B custom editions (e.g., English Heritage, Shakespeare).
• Qui est-ce ? Two-player deduction game where players guess the opponent's mystery character through yes/no questions, available in licensed themed editions. Sold via the winningmoves.fr e-commerce storefront and as B2B custom editions (e.g., Zoo de Beauval).
• Top Trumps Card battle game where players compare character attributes to win cards, available in numerous licensed editions featuring movies, anime, video games, and sports. Sold via the winningmoves.fr e-commerce storefront and as B2B custom editions (e.g., PSG).
• Match Two-player strategy game where players align five identical cubes to win, available with licensed themes such as Miraculous, Toy Story, Sonic, and Gabby et la Maison Magique. Sold via the winningmoves.fr e-commerce storefront.
• Quiz Question-and-answer card game testing knowledge on specific themes, available in licensed editions such as One Piece. Sold via the winningmoves.fr e-commerce storefront.
• Yahtzee Dice-rolling game testing luck and strategy, available in licensed editions such as Naruto Shippuden. Sold via the winningmoves.fr e-commerce storefront.
• La Bonne Paye Financial management simulation board game about monthly finances and budgeting. Sold via the winningmoves.fr e-commerce storefront.
• Jeu de Cochons (Pass the Pigs) Dice-tossing game featuring pig-shaped dice with different landing positions scoring points. Sold via the winningmoves.fr e-commerce storefront.
• Waddingtons Number 1 - Jeux de 54 cartes Traditional 54-card deck available in numerous licensed themed editions for various card games. Sold via the winningmoves.fr e-commerce storefront and as B2B custom editions (e.g., National Trust).
• Whot! Card matching game available in licensed editions such as Sonic the Hedgehog. Sold via the winningmoves.fr e-commerce storefront.
• Top Puzzles Jigsaw puzzle products available in licensed themed editions. Sold via the winningmoves.fr e-commerce storefront.
• Lex Go! Word-based game product in the Winning Moves France portfolio. Sold via the winningmoves.fr e-commerce storefront.
• Custom / Bespoke Game Editions Custom game creation service for businesses, museums, sports teams, and associations, offering personalized versions of Monopoly, Cluedo, Top Trumps, Quiz, and Puzzles with a 1,500-unit minimum order. Past projects include bespoke Cluedo for Boucheron, bespoke Monopoly for Musée du Louvre, Citroën, and Saint Barthélemy, bespoke Top Trumps for PSG and Bio-Topia / Zoo de Dunkerque, bespoke Trivial Pursuit and Match for English Heritage, and a custom 54-card deck for National Trust.
• Monopoly Noël Christmas edition of the Monopoly board game with festive tokens and themed cards, sold via the winningmoves.fr e-commerce storefront.

Named customers11 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• HasbrocoreOEM/ Whitelabel/ Licensing PartnerExclusive licensing partnership with Hasbro for creating custom board games in France. Winning Moves creates and publishes licensed versions of classic Hasbro games including Monopoly, Risk, Trivial Pursuit, Cluedo, Qui est-ce?, and La Bonne Paye with themed editions.
• DisneycoreOEM/ Whitelabel/ Licensing PartnerLicensing partnership with Disney for creating board games featuring Disney classic characters, Mickey and friends, Disney Princesses, Disney Villains, Picsou (DuckTales), and Pixar franchises.
• Warner BrotherscoreOEM/ Whitelabel/ Licensing PartnerLicensing partnership with Warner Brothers for creating board games featuring Harry Potter and other Warner Bros. franchises.
• NickelodeonminorOEM/ Whitelabel/ Licensing PartnerLicensing partnership with Nickelodeon for creating board games featuring Nickelodeon properties including Miraculous Ladybug and other animated series.
• BoucheronminorStrategic or Co-development PartnerCustom Cluedo edition created for the luxury jewelry brand Boucheron, featuring Boucheron-themed gameplay elements.
• Musée du LouvreminorStrategic or Co-development PartnerCustom Monopoly edition created for the Musée du Louvre, featuring museum-themed gameplay.
• PSG (Paris Saint-Germain)minorStrategic or Co-development PartnerCustom Top Trumps edition featuring PSG football players and team elements.
• CitroënminorStrategic or Co-development PartnerCustom Monopoly edition featuring Citroën vehicles and automotive heritage.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Hasbro: Owner of the underlying Monopoly, Risk, Trivial Pursuit, and Cluedo IPs that Winning Moves licenses; competes in adjacent markets and could reclaim distribution in France.
• Spin Master: Global toy/games company with licensed and branded game portfolio (Hedbanz, Disney titles). Comparable licensing-driven, franchise-theming approach to the French market.
• Ravensburger: Major European board game and puzzle publisher/retailer. Directly comparable in licensed children's games, family board games, and licensed puzzles (e.g., Disney, Marvel themes).
• Asmodee: Largest European board game publisher and distributor, headquartered in France. Overlaps with Winning Moves across classic/strategy games, mass-market retail, and B2B custom offerings.
• Mattel: Global toy and games major; competes in adjacent categories (UNO, phase 10, licensed family games) and operates similar franchise-theming licensing strategies.

Emerging players

• Repos Production: Belgian/French board game publisher behind hit titles like 7 Wonders. Comparable French-speaking tabletop publisher with similar cultural positioning and licensing partnerships.

Direct peers

• Jumbo (Jumbo Spiele): Dutch board/puzzle company that holds similar Hasbro sub-licensing rights for Benelux/Germany. Closest geographic and structural peer to Winning Moves' licensing model.
• Winning Moves UK: Sister/global parent entity operating the same licensed classic-games publishing model in the UK and other English-speaking markets. Direct operational template twin for Winning Moves France.
• Goliath Games: Family games publisher with a similar portfolio of branded, licensed, and party games distributed across Europe and North America.

Regional players

• Iello: French board game publisher focused on hobby/strategy titles; comparable as a domestic French tabletop publisher with overlapping retail and licensing activities.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@winningmovesfrance1317
• Facebookfacebook.com/winningmovesfrance
• Instagraminstagram.com/toptrumpsfrance
• LinkedInlinkedin.com/company/winning-moves-france

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Winning Moves