When most people think of tabletop games, images of sprawling boards, wooden pieces and long rulebooks come to mind. But one company is reimagining what it means to play.

Asmodee, a French board game publisher with U.S. operations in Lino Lakes and Roseville, Minn., is leaning in to the growing trading card market, which now makes up 51 percent of the company’s sales.

Asmodee’s shift is fueled in part by the popularity of Star Wars: Unlimited, a collectible card game launched in 2024.

It comes as trading cards — both sports and strategy-based — are seeing renewed interest and retailers are pouncing on the demand. Sales of strategic card games are up 102 percent this year and now represent about 10 percent of total toy sales, according to Circana.

Circana’s research shows board games ha

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