People Seeking Distraction in Quarantine Turn to the World's Bestselling Card Game: Uno

When the NBA put its players in a Covid-19 bubble in advance of the playoffs this summer, Milwaukee Bucks power forward Giannis Antetokounmpo found himself quarantined in Disney’s plush Gran Destino hotel in Orlando, Fla., with his NBA player brothers Thanasis and Kostas Antetokounmpo. For weeks, this “troika of Greek studs,” as sports publication ClutchPoints termed them, were bored out of their 20-something minds. Fortunately, they found a way to pass the time through playing Uno. As it turns out, the brothers are far from alone. Stuck at home and sick of screens, Americans have been playing Uno in record numbers, according to Ray Adler, global head of Games at Mattel Inc. “We’re really proud to say that it’s official now: Uno was the No. 1 card game in the U.S. for this past year,” he told Adweek. But why Uno and not bridge, poker or Go Fish? The beauty of Uno—and the reason why it’s currently enjoying such vigorous sales on its 50th birthday—stems from its universality. A simple design, accessible rules and the game’s blend of chance and skill keep the whole thing easy for kids and alluring for adults. “Anyone can play,” Adler said. “No matter what age or where you’re from.” A simple, homespun game at its 1971 debut (1), Uno has evolved into a glitzy and multifaceted franchise that includes the quick-dealing Uno attack (2). A master of licensing deals, Mattel has issued themed Uno packs ranging from Game Boy (3) to Jean-Michel Basquiat (4). NBA great Giannis Antetokounmpo and his brothers stayed sane in quarantine by playing Uno last year (5), though they used a traditional deck and not this minimalist version (6) free of stylistic embellishments. And this was really the plan all along. Back in 1971, a Reading, Ohio, barber named Merle Robbins liked to pass the time between haircuts playing Crazy Eights. But the game’s arcane rules led him to tinker, and soon he created a totally new card name. Hocking their house, Robbins and his wife bought a junk car and trailer, adorning the latter with a sign that read: “Uno—Best Game in America.” As they hit campsites across the country, the couple steadily sold off all 5,000 decks they had printed. Ultimately, it would take the efforts of a mortician to give Uno a life of its own. Funeral director Bob Tezak bought Robbins out for $50,000, then redesigned the cards with the large numerals and primary colors they’re still famous for. After Tezak’s brisk sales made him and Robbins—who got a dime from every sale—comfortable, Mattel stepped in and bought the whole enterprise in 1992. (Tezak, convicted of arson after torching a bowling alley he owned, sold the brand before heading to prison for a nearly 14-year sentence.) Though the toy giant had little experience with card games, it did know a lot about licensing. And that, Adler said, explained much of why 17 packs of Uno cards sell every minute around the world. “It’s really about cultural relevance,” he said. “We love to partner with anyone who loves our game.” And he really means anyone. At one time or another, special Uno decks have hit shelves themed after franchises such as Harry Potter, Barbie and Hello Kitty; the New York Yankees, New York Jets and Chicago Bears; The Simpsons and The Office; various WWE wrestlers, the X-Men and Bob the Builder. With that much variety on offer, it’s little wonder that 80% of American households that play cards have played Uno. Including, as we now know, the Antetokounmpo brothers. The Deluxe Set: It's a time-honored industry tradition that when a famous game passes a milestone, its maker invariably issues a special collector's edition. It's why the 60th anniversary edition of Risk comes with a wooden board, and the 80th anniversary version of Monopoly includes gold pieces. In Uno's case, the 50th anniversary set (sold only at Walmart) comes with a magnetic closure box and a commemorative gold coin that players have to toss when they use the new 50/50 card that's been added to the deck. The cards even have "a velvety smooth finish." Not bad for $14.88.

Perspective

People Seeking Distraction in Quarantine Turn to the World's Bestselling Card Game: Uno

A Crazy Eights variant invented by a barber and marketed by a mortician

Robert Klara

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Robert Klara