In 2006 Binary Arts made a bold move to solidify its position as the leading manufacturer of mind challenging games by renaming the company ThinkFun. The company’s new tagline, "Think Fun," echoed that focus. They also introduced ThinkFun Centers to retailers to spotlight their unique product, which embodied the philosophy that problem solving is fun. "We’re ready to take the company to the next level," says Bill Ritchie, Founder and CEO. "We see a growing demand for mind challenging games, particularly in the specialty market. Consumers tell us that they are looking for an engaging challenge. Our new name, ThinkFun, instantly conveys the experience of our product."