South Africa, June 26 -- Popular South African retailer Game celebrates 50 years of trade this year.

Game was founded in 1970 by founders Alan Hellman and Jack Schaeffer in Smith Street, Durban. The founders believed that shopping was being taken too seriously and had become tedious and boring for consumers, and they wanted to create an identity and a retail environment synonymous with fun - essentially, they wanted to turn retail into a 'game'.

The well-known Game pink was settled upon for the logo, not necessarily because of a particular love of the colour, but because it would stand out. That pink logo and branding remain in place today, easily identifiable across Game's 150 stores throughout Africa. The marketing message centred on ...