This strategic alliance will keep IELLO games in the U.S. market via Blue Orange's strong ASTRA retail network. IELLO had gone exclusive with Flat River Games in 2022 (see "Exclusive"), but Flat River has been unwinding their board game portfolio since tariffs began (see "Luma Imports" and also, "Victim of Tariffs"), which likely prompted IELLO to seek another distribution avenue in the U.S. markets. 

“Their strong presence in the ASTRA retail network and their proven expertise in family games make them an ideal partner for expanding IELLO’s footprint in the U.S. market,” said Laurence Grau, International Sales Director at IELLO. “Together, we aim to establish a stronger presence in the hobby market and bring our games to even more players and retailers across the country."

The first wave of games available through Blue Orange will hit markets in November 2025. These games include Little Soldiers, King of Tokyo Luchador, King of Tokyo Mindbug and Popcorn.