Marbles: The Brain Store
Deals in “Mind” Games
Brain fitness might seem an unusual specialty for a retailer, but it’s proved a sweet spot for Marbles: The Brain Store.
Founded by Lindsay Gaskins and Scott Brown, the Chicago-based retailer sells games and other items designed to stimulate the brain. It made its debut in 2008, with a kiosk in a local mall. People were intrigued, but they wanted a more engaging shopping experience, said marketing director Hallie Steube.
“So we took our learnings and opened our first retail location, in downtown Chicago,” she added. “This time, families loved the experience and wanted to play with every item, so we kept everything out for play.”
WIDE APPEAL: With the store, Marbles was able to offer a fully conceived experience. The bigger space allowed for an interactive environment, one that allowed shoppers to test drive products. And from the signage to the overall decor to the selection, the store was created to appeal to children and adults alike. The associates, or “BrainCoaches,” were required to test out the inventory so they could better help customers.
The formula proved a hit. Today, Marbles operates 35 locations nationwide (it also sells via its e-commerce site and catalog). The shopping experience is very hands-on, with all the merchandise out for play.
Friendly associates demonstrate products and make personalized recommendations. In-store events, such as Teacher Tuesdays, help build buzz.
SELECTION: The merchandise lineup includes games, puzzles, books, gadgets and software, all designed to boost brain power. Product is mostly organized by the five main brain functions: word skills, coordination, visual perception, critical thinking and memory.
“We are in the business of building better brains,” Steube explained. “We believe in the power of play, but also believe that there are additional ways to build new neural pathways.”
The premise is one gathering worldwide attention. Recent research suggests that playing games and solving challenging puzzles can help maintain a healthy brain even as a person ages, and consumers and investors have taken note. Research firm SharpBrains predicts the global brain fitness industry will surpass $6 billion in revenue by 2020. In May, Prentice Capital Management announced its investment in Marbles Holdings, alongside Amzak Capital Management.
“The brain fitness space is fast growing and on trend. We are extremely excited to help them grow and achieve their goal of being the preeminent brand in the space,” stated Mario Ciampi, a partner at Prentice Capital.
Marbles carries some 250 SKUs, with products for toddlers, teens and adults — as well as items an entire family can enjoy. Approximately 30% of the mix is exclusive to the retailer, created by an in-house team, called Marbles Brain Workshop, dedicated to the development of the branded product line.
The merchandise assortment is carefully curated. All items are reviewed by a team of scientists, physicians, psychologists and other experts assembled by the company.
EXPANSION: Marbles has been prudent in its brick-and-mortar growth. It will open five stores this year, but that number could increase. The real estate strategy includes malls, lifestyle centers, tourist destinations and neighborhood shopping centers.
Steube said the company is receiving almost daily requests from fans across the country to bring Marbles to a city near them.
“We will continue to grow as long as the opportunity continues to present itself,” she added.
Online growth is also in the cards.
“Everything we sell is now available on our website,” Steube said. “And our online and digital offerings will continue to evolve over the coming years.”