UNO, the worlds #1 traditional card game, made its UK festival debut at Boardmasters 2026, teaming up with Smyths Toys Superstores to bring the UNO Beach House to one of the UK’s leading surf and music festivals.
Taking place over the weekend in Newquay, Cornwall, the activation marked the first time UNO has established a dedicated presence at a UK music festival. Extending the brand beyond the game table and into a live experience spanning music, creativity, play and retail.
Set within the festival grounds against the backdrop of Watergate Bay, the UNO Beach House gave festival-goers the opportunity to play games from across the UNO portfolio, personalise their own UNO Wild Cards and shop a selection of UNO products from Smyths
Toys Superstores. As evening arrived, the space evolved from gameplay to music, with a rotating programme of DJs transforming the Beach House into a party destination.
The activation reflects the brand’s continued evolution beyond traditional gameplay, bringing its social spirit into music, lifestyle and culture. Together with Smyths Toys Superstores, the Boardmasters debut demonstrates how retail partnerships can move beyond
the store and into cultural moments, connecting brand experience, product discovery and purchase in one environment.
Across the five-day festival, the UNO Beach House featured:
- UNO gameplay spanning games from across the portfolio like UNO™, Liar’s UNO™ and UNO Show ‘em No Mercy™
- An UNO x Smyths Toys Superstores shop, giving festival-goers the opportunity to discover and purchase UNO products on site
- A dedicated UNO DJ booth, with artists performing throughout the festival
- A Wild Card customisation station, where artist Melita Berg was drawing fans’ chosen images onto UNO Wild Cards
- Giant UNO cards, branded installations and photo opportunities throughout the space
- UNO visibility across the festival’s arena screens
- Giveaways and creator content bringing the experience to audiences beyond the festival
