Sussed Games

Blog Post 

Full Name: Mark Evans 

Job Title: Director

SUSSED – The Wacky Social Game that’s sold over one million games – is proud to be celebrating our family business’s 15th anniversary in 2026 at this year’s Toy Fair! 

Sussed began as a small family project with one simple idea: to help people connect through play. What started as a kitchen table dream has now turned into a worldwide conversation phenomenon—more than one million games sold—and millions of wacky chats shared along the way. 

Looking at the year ahead, we see some important shifts in the toy world. Awareness of Social Emotional Learning (SEL) is growing, and families are recognising that fun conversations are a powerful learning tool. There’s also a rise in purpose-driven brands tackling real-world issues like loneliness and social isolation—issues that connection-based play can genuinely help with. 

According to Pinterest Predicts Report 2024, searches for “deep questions to ask friends”, “deep conversation starters” and “questions for couples to reconnect” increased by 85%, 185% and 480% respectively. This has led to more conversation games than ever before. 

Due to the global pandemic and the rise of social media, social skills among children and young people have dramatically decreased. Listening skills and the ability to keep a conversation going need to be learned and practised, and conversation games are a key way to do that in a fun and safe environment. 

We believe we have discovered something that makes SUSSED unique in this space: sometimes it takes a wacky situation to bring out who you are. SUSSED helps people build connections through rediscovering the magic of face-to-face conversation, whilst also helping children build social skills with an exciting and engaging format. Most conversation games simply provide questions, but SUSSED facilitates the conversation, turning a simple conversation starter into an entertaining and thought-provoking game. That’s why our games are regularly used by everyone from parents to teachers to therapists, business leaders and more.

We are very excited to be showcasing the next evolution of SUSSED – more than doubling our lineup with multiple new additions of our award-winning flagship game. More than ever, we believe toy brands have a chance to include and celebrate communities that have long been overlooked—like neurodivergent individuals and over-60s—who benefit deeply from playful connection. In 2026 we will be launching our specialist games, aiming to connect with these communities directly. 

Our goal is to make wacky conversation a part of your daily life. With our new SUSSED travel book and travel case, we’ve made the SUSSED experience even easier to take with you, so the chats will keep going whether you’re on a train, plane, on a walk, camping trip, or anywhere you can think of. 

Visiting the Toy Fair for over 30 years, and talking to exhibitors—big and small—was a big inspiration in our launching Sussed Card Games back in 2011. So, after all these years, it feels amazing to say: 2026 will be our first time exhibiting at Stand H40!