The story behind the Irish version of the 30 Seconds Board Game

The idea to develop an Irish version of the 30 Seconds board game came during a phone call between 2 friends who had worked together as teachers in Southern Africa in the late 80’s & early 90’s. While Greg Dooley changed careers & returned to Ireland to work in banking, Liam Ryan stayed on and settled in South Africa, he too left teaching & went into business.

As Liam had witnessed how massively popular the board game was in South Africa, they decided that it had great potential to do the same in Ireland and possibly beyond. They both agreed the game worked so well on many levels, was easy to play and was huge fun. So the planning began and soon after Woodland Games Ltd. was formed. Liam had already met the inventor, Calie Esterhuyse from Cape Town, so then Greg, Liam and Calie would meet in Waterford, Dublin and London in the coming months to discuss a licensing agreement & other plans. During the next 12 months the Market was researched, and the board game was converted with content for the Irish Market.

The timing could have been kinder as Ireland was plunged into financial & economic chaos during 2008 – 2010. The resultant recession meant extra challenges which led to many delays.

Nevertheless during 2010 the card content was finalised, testing was carried out, checking and proofing was done. Also the artwork and graphics were completed, manufacturing sorted thanks to Hasbro (now Cartamundi) in Waterford, warehousing & distribution organised and the website developed. Things then started to happen quickly.

After manufacture of the game in late November, it made it onto its first store shelves within weeks, thanks to Smyths Toys who gave us our first break. They agreed to stock it in their two Cork stores just before Christmas and it sold well. After this initial success Smyths Toys stocked 30 Seconds in all it’s stores nationwide during 2011-12. Over the next few years Easons, Toymaster, Art & Hobby, Ken Black, World of Wonder & many independent stores were added as retailers.

The Irish Junior 30 Seconds board game (proving a bit hit for primary school children and their families) was developed during 2013 and is also now available nationwide in the above stores.

30 Seconds has featured on TV such as Ireland AM, Late Late Toy Show, The Six O’Clock Show. It has also featured on Radio including stations like RTE Radio 1, Today FM, RTE 2FM, Newstalk, & on many regional & local radio stations across Ireland. In national print media it has appeared in the Irish & Sunday Independent, Irish Examiner, Sunday World, Business Post, RTE Guide, Irish Farmers Journal, the Irish Mirror & more. It has also appeared across many regional & local publications.

Since 30 Seconds Irish Edition was launched it has grown in popularity to become one of the leading & bestselling board games in Ireland. So a big thank you to all who have bought, played and recommended the Irish 30 Seconds board game.