Ravensburger North America released a statement with its plans for handling pricing in the wake of new U.S. tariffs (see “Erratic U.S. Tariff Policy“), and we conducted an email interview with Ravensburger NA CEO Stephane Madi to learn more.
Ravensburger released the following statement:
“For the remainder of 2025 (in the United States only), Ravensburger has decided to internalize and subsidize the tariff costs on our non-China-produced products. For our China-produced items, we will use a lower tariff rate estimate that will result in a 15% price increase on all China-made board and brain games and a 10% price increase on our China-made wooden railway products (effective June 1, 2025). While we may need to evaluate a new approach for 2026 based on market conditions, we are committed to data sharing, transparency, and the support of our industry.
“At Ravensburger, we understand the critical situation so many Toy Industry businesses find themselves in due to current trade conditions, and we hope to be a force of stability and consistency in these difficult and unforeseeable times.”
Madi responded to our questions via email.
ICv2: Is anything changing in the relationship between MSRP and the price at which your products are sold to the trade (i.e., will margins remain the same percentage)?
Madi: For the remainder of 2025 (in the United States only), Ravensburger has decided to internalize and subsidize the tariff costs on our non-China-produced products that make up about 75% of our portfolio.
As for our China-produced items, there will be pricing impacts as you have heard from our recent trade communication. We are committed to using lower tariff rates in our calculations and minimizing the impact for our consumers & partners.
We also consider the full value chain in any price change exercise. It is very important for us that our brands and products remain competitive for all involved in bringing them to market.
Will any of the upcoming products we saw at Toy Fair be affected by the price increase on China-made board games (see “Ravensburger Toy Fair highlights“)? Those were:
- Horrified: Dungeons & Dragons
- Disney Villainous Unstoppable!
- Labyrinth: One Piece
We’re happy to confirm that our most anticipated board game releases for 2025 will be released in the U.S. We have been working actively on developing short-term business model changes that would allow us to launch them this year. Price increases will either be fully subsidized by Ravensburger (75% of our portfolio including Labyrinth: One Piece) or applied a lower-than-official tariff rate (including Horrified: Dungeons & Dragons, Disney Villainous Unstoppable and new Disney Villainous and Star Wars Villainous expandalone games).
Are Lorcana accessories impacted by price increases?
Yes. Following that same logic, Disney Lorcana TCG accessories will be impacted both in availability and/or price. Further details to be announced as we get closer to each set launch & announce our items line up.
The situation is obviously very fluid. Do you anticipate changing these plans if the tariffs on China, or on other countries, change?
Indeed, the situation is evolving and changing frequently. Our industry (and others) must re-invent themselves daily without clarity of what’s ahead. We stand with our industry and retailers during this disruptive time and commit to maintaining our focus on our company values – those of play and moments that truly matter. We hope for the best and are preparing for all scenarios with agility built in, to change as needed.
Other than China, what countries account for most of Ravensburger’s board game production?
Ravensburger has a diversified supply chain, with production in Europe (Germany, Czech Republic and Slovakia), Asia (mostly China), and the United States. While this varies between different categories and brands, our portfolio is generally divided up between 75% of made in the EU/US and the remaining 25% made in China.
Where is the Lorcana TCG produced?
Ravensburger is a global company, and we don’t produce Disney Lorcana TCG in the same country of origin for all world-wide markets. Specific to the North American demand, Lorcana is produced in the United States. Starting with Set 9 (Fabled), we plan to expand our European production for distribution in Canada.
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