Is Pants On Fire Games Ltd Still in Business? (2026 Update)
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Look for Pants On Fire Games Ltd on AmazonFull story →Richard McLuckie and Stuart McKenzie-Walker pitched board and party games, the first games publisher to land backing on this show.
The short answer is no, based on filings referenced in earlier reporting.
The Deal And The Licence
The pair wanted £50,000 for a 40 percent stake, and the record shows Peter Jones and Duncan Bannatyne backed the pitch together, funding a game built around an official Marmite licence.
A recognisable food brand attached to a party game is a clever way to generate press attention on its own, but licensing arrangements come with ongoing royalty payments and creative limits that a wholly original publisher does not have to deal with, on top of the usual thin margins in board games.
Where The Filings Stopped
By previous accounts, the company built out a genuine UK distribution network and a run of licensed and original titles for a few years before its accounts stopped being filed, with company records last updated in early 2020.
There is no current storefront trading under the company's name, so a promising run after the show did not translate into a business still standing today.