The Story So Far

30 Seconds - Manufactured in Ireland

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 in Southern Africa in the early 90’s. While Greg Dooley returned to work in Ireland, Liam Ryan stayed on and settled in South Africa.

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 also in the UK. 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 a strategy was put together to begin.

Greg, Liam and Calie would meet in Waterford, Dublin and London in the coming months to put some flesh on the bones of the plan. During the next 18 months the Market was researched and the board game was converted with content for the Irish Market.

So 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 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 big 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 the 30 Seconds board game in 13 of its stores in 2011. During 2012/2013 year Toymaster and World of Wonder stores agreed to stock it around the country. It was also made available in its first Easons stores in 2013 and by 2014 Seconds was stocked in all Smyths Toys Superstores nationwide along with Easons, Art & Hobby Stores, Toymaster, World of Wonder and some independent toy shops.

The Irish Junior 30 Seconds board game (for primary school children and their families) was developed during 2012 and is also now available nationwide in the above stores.

Since 30 Seconds was launched it has grown in popularity every year, so thanks to all who have bought, played and recommended the Irish 30 Seconds board game.