Thinking inside the box

Launched at the National Football Museum in 2023, the exhibition ‘Batteries Not Included’ delves into the rich history and evolution of football toys and games. It explores their significant impact on our lives and our understanding of the beautiful game. The exhibition takes visitors on an immersive journey through various eras, from the Victorian age to the latest cutting-edge virtual reality (VR) technology, showcasing the cultural influences of each decade and how play technology has been integrated into the professional game.

Visitors of all ages can engage with a diverse range of football toys and games, embarking on an exciting exploration of the intersection between the real and virtual worlds. ‘Batteries Not Included’ comprises no less than 17 interactive games and exhibits, including modernised versions of classic pastimes, a wide array of arcade video games, and the timeless favourite, Subbuteo.

Tim Desmond, CEO of the National Football Museum, said: “We are really excited to showcase our new exhibition to all our visitors this summer. Whilst there is certainly an element of nostalgia, Batteries Not Included also explores the future of football toys and games and importantly with many opportunities for people of all ages to engage with Football Creates through the exhibition and events programme.”  

The exhibition’s concept was meticulously crafted around the theme of packaging and boxes, with freestanding display structures mirroring the folds and flaps of cardboard boxes and game boards. Visitors can traverse oversized boxes and fully immerse themselves in the mesmeric world of games, with unexpected packaging Easter eggs cleverly hidden throughout.

The exhibition’s dynamic design faithfully captures the essence of the depicted eras, creating a genuine sense of temporal immersion. All of the zones in the exhibition are heavily influenced by specific time periods, including a 1960s-inspired living room and an 1980s bedroom complete with beanbags and a playable Commodore 64. Numerous hours of extensive research and development were dedicated to ensuring the accurate representation and design of each exhibit’s respective time period.

What sets ‘Batteries Not Included’ apart is its complete interactivity, boasting 17 interactive games and exhibits, among which nine custom-designed activities were expertly developed and produced by Instruct and 24 Design. Delightful highlights include an oversized version of the historic cube matching outfit game from the Victorian era and a playable rendition of Footer, an original game deemed too delicate to be played in its authentic form. Furthermore, we created an interactive game in the style of “Top Trumps” that served as an engaging educational tool, providing visitors with information about their beloved childhood games in a fun and collaborative fashion.

Outside of the exhibition, we developed an international marketing campaign for the exhibition including out of home, digital, social and merchandise.

‘Batteries Not Included’ represents several significant firsts for the National Football Museum. The exhibition marks the museum’s inaugural showcase as a new National Portfolio Organisation (NPO), with a focus on ‘Football Creates’ – a comprehensive, three-year cultural initiative leveraging the immense allure of football to involve individuals and communities in creative endeavours. Additionally, it is the National Football Museum’s most ecologically responsible exhibition to date; employing a wide array of repurposed materials and recycled elements to build the display structures and games. 

Most impressively, the museum achieved a grand milestone when it opened ‘Batteries Not Included’, welcoming a record-breaking number of 68,253 visitors during the summer season of 2023. During the months between June and August, the exhibition’s Rezzil Virtual Reality installation witnessed 5,000 plays since its launch, establishing itself as the Museum’s most interactive exhibition to date.

We are honoured to have collaborated closely with the National Football Museum on ‘Batteries Not Included’ and to have contributed to the Museum’s continued mission to engage more communities in the vital relationship between creativity and football.

Visit the project here

In the press:
National Football Museum
BBC
Creative Tourist