Games Crusade: Why Yorkshire toy shop is one of Britain’s best

The organisers of the Games Expo at the NEC in Birmingham recently told the BBC that the UK's tabletop games market is estimated to be worth between £450m to £500m and is growing all the time.

This expansion is providing a long term boost for Ms Dyson’s business empire. She started working in the toy industry 20 years ago and now owns Games Crusade stores in Ilkley and Harrogate, with her husband Richard.

During lockdown, millions of Britons re-connected with childhood pastimes.

“The area that received the biggest boost from the pandemic was jigsaws; every age group started doing them,’’ said Ms Dyson. “It was a real battle to get enough of them.

“People are very particular about what kind of jigsaw they like,’’ she added. “We can have 100 jigsaws, but a customer might leave because we don't have the exact one they need. There are lots of different jigsaw brands with quirky shapes and designs.”

Ms Dyson said Games Crusade had spotted a gap in the market for stores selling puzzles and toys in Ilkley and Harrogate. She’s proved that bricks and mortar retailers can still thrive in a digital era.

The independent retailer was recently recognised as one of the UK’s favourite local businesses in a national competition organised by Miconex, which provides technology for gift cards.

More than 4,000 votes were cast for 1,000 businesses across the UK, with Games Crusade taking fifth place.

Ms Dyson recalled: “I think our customers voted for us because they know that we have a lot of product knowledge and many have come back and told us how well our recommendations were received.

“We are always on the hunt for new and exciting products and customers often comment that they have never seen many of our puzzles and games elsewhere.”

Today, Games Crusade employs around eight staff members, including permanent and casual employees, and Ms Dyson said that trading so far in 2026 is looking very positive.

For Ms Dyson, each day offers a new opportunity to spot the next game changer in her sector.

“There are always trends out there; it could be Pokemon or Squishies, which is the current trend, so it's important to keep on top of that as well as maintaining the core products.”

The business decided to avoid the overseas market after encountering frustrations.

“We receive many requests to ship abroad, but I don't because the shipping and customs charges are too high,’’ she said. "I've tried it once or twice. It can take a month to reach the customer and if it gets lost or broken, it's more hassle, so we only sell online within the UK.

“Bricks and mortar is the biggest part of our business and income, but we are trying to grow online sales because people around the UK want access to the product, especially if they have visited the stores while on holiday.

“People like quick party-style games. A lady who just came in bought a music game called Hitster, which features hits from the 1940s to the present day. The whole family can get involved with games suitable for multiple generations.”

She is acutely aware of the dangers of growing too quickly.

“You can't spread yourself too thinly by having too many stores, our USP (unique selling point) is product knowledge. You couldn't do that across the country, you wouldn't be as involved (in each stores) as we like to be.

“I've got one customer in Harrogate who emails me every year a month before he visits, listing the games he's interested in. That's his annual visit. People do their full Christmas shopping with us.”

“I've seen customers’ children grow up over the years,’’ she added. It's nice to see that people trust our recommendations. We can act as personal shoppers and find games for every family member.

“Everybody's business is about themselves. I really enjoy finding games and toys, but that might not appeal to everyone; you've got to find what you're good at and pursue it. Do what you're good at and aim to do it better. I listen to podcasts to try and increase my knowledge and read industry magazines and go to trade fairs and try and keep learning."

“For me, the best part is the thrill of the chase when a new game arrives and we get it before other shops,’’ she said.

“We go to events like the Nuremberg toy fair in Germany. I like hunting things down, finding something really good and seeing our customers' reaction. Next week, for example. I will receive a game I've been waiting for for three years. I'm convinced it will be one of our best sellers this year once it hits the demo table. It's a fun fast, silly game that everyone will enjoy.

“Every family is different. When people come looking for their perfect game, the question I ask is: "What have you played before?"

“That gives us a benchmark for where to direct you. If you haven't played many games, we need to start relatively simply and work upwards. The games industry is growing because people are constantly using screens for work and sometimes you just want something analogue and to interact with family and friends.

“It encourages people to have conversations and use logic,’’ she added.

“Most people already have games in their houses that span different generations and are associated with fond memories.”

Games Crusade hopes families will develop stronger ties through hobbies that provide a tonic for inquisitive minds.