Product Update

Is Pants On Fire Games Ltd Still in Business? (2026 Update)

Is Pants On Fire Games Ltd from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Pants On Fire Games Ltd today.

Dragons' Den IndexUpdated 3 May 20266 min read

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Pants On Fire Games pitched licensed party games in series 12 and landed fifty thousand pounds from two Dragons. The company had a genuinely good run afterwards, but it did not last, and the honest answer today is no, it is not still in business.

The story here is a useful case study in what it takes for a small publisher to hold its ground once the television spotlight has moved on, and where the pressure eventually got to be too much.

The Short Answer

Pants On Fire Games Ltd is dissolved. Company records show its last accounts were filed in February 2020, and the business has not traded since. If you are looking to buy their games today, you will not find a live store selling them under this name.

The Pitch

Richard McLuckie and Stuart McKenzie-Walker pitched their board and party games business in series 12, episode 6, the first time a board games company had secured backing on the show. They asked for fifty thousand pounds for 40 percent of the company.

The pitch worked. Duncan Bannatyne and Peter Jones jointly agreed to invest the full fifty thousand pounds, which let the founders move forward on one of their most notable licensing wins, an officially branded Marmite party game.

What Happened After the Den

In the years that followed, Pants On Fire Games built out a real distribution network, handing UK distribution to Delta Digital Media and growing a catalogue of licensed and original party games. The company had genuine industry presence for a while, showing up in board game trade coverage well beyond its Den appearance.

That momentum did not carry all the way through, though. Small games publishers operate on thin margins and depend heavily on securing the next licence and the next retail listing, and eventually the company's filings stopped.

The founders, Richard McLuckie and Stuart McKenzie-Walker, were credited at the time with being the first board games team to land Den backing, and their early coverage framed the Marmite licence as proof that quirky branded party games had genuine retail appetite behind them. That novelty framing helped generate press attention, but it does not on its own guarantee the recurring retail orders a small publisher needs year after year to stay solvent.

Why Staying Open Is the Harder Half

A Den deal and a licensing win, especially one as recognisable as Marmite, look like the hard part is over. It rarely is. Board games are a crowded, low-margin category, and a small publisher is one bad Christmas trading period away from real trouble.

Pants On Fire Games got further than plenty of pitches on this show ever do, distribution deals, licensed products, trade press coverage, and it still wound down eventually. That is worth remembering before assuming a strong post-Den run guarantees a company is still around today.

The Wider Board Game Market

It is also worth placing this in context. Board and party games have seen real growth in the UK over the last decade, driven partly by streaming and social media exposure of tabletop culture, but that growth has mostly benefited larger publishers with deeper catalogues and stronger retail relationships, or crowdfunded indie designers building a passionate niche following. A licensing-driven publisher sitting in between those two models, without either scale or a cult following, is in a genuinely difficult spot.

Pants On Fire Games' Marmite licence was a clever, attention-grabbing move, the kind of thing that generates press coverage on its own. But a single hit licence rarely sustains a publisher long term without a steady pipeline of follow-up titles, and there is no evidence the company managed to build that pipeline before its filings stopped.

Licensing deals also carry their own costs and complications that a purely original games publisher does not have to manage, ongoing royalty payments to the brand owner, tighter creative constraints on what the product can actually be, and a licence that can be pulled or renegotiated at renewal. Those pressures sit on top of the usual challenges of running a small consumer goods company, and together they help explain why a promising Den outcome did not translate into a lasting business.

Where Things Stand Now

So the record here is clear and not especially happy. Fifty thousand pounds from two Dragons, a licensed Marmite game, a real distribution deal, and then a dissolution filed in 2020. It is a genuine Den success story for a stretch, just not a permanent one.

If you came here to check whether Pants On Fire Games is still selling, the answer is no. The company is dissolved, and there is no current storefront trading under that name.

Where to buy Pants On Fire Games Ltd

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See the full Pants On Fire Games Ltd deal breakdown and term sheet →