Sometimes, the best ideas start with a simple chat. In late 2023, we were chatting with superstar-influencers, LadBaby, on our stand at a media event. They revealed their love for board games and their dream of creating one – but they didn’t know where to start. Fortunately, we did!

Knowing the perfect partner for the project, we introduced them to Format Games, founded by TV and radio presenter Matt Edmondson. We’d first met Matt when HE wanted to launch a party game, helping him connect with Big Potato to publish his debut title, “Obama Llama”. With Matt’s creative expertise and Format Games’ track record, the collaboration was set in motion.

Less than a year later, “Sausage Roll” hit shelves. Tapping into LadBaby’s signature humour and their ever-growing brand, the game became a yuletide must-have for families across the UK in 2024. We worked closely with both teams to drive media coverage, securing spots on gift guides and wish-lists to ensure Sausage Roll became a festive favourite.

From a casual conversation to a best-selling board game, Sausage Roll is proof that great ideas, the right connections, and expert execution can make magic happen.