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and we’re thrilled to work with the Olympia Le-Tan team to bring a fun and fashionforward MONOPOLY handbag line to fashion lovers Above: MONOPOLY air fresheners from Lazerbuilt for Halfords. around the world,” says James. “The team at OLT have been wonderful to work with and we look forward to a long-lasting relationship together.” Away from the catwalks of Paris, Hasbro and Lazerbuilt Limited are bringing in a line of MONOPOLY-inspired car air fresheners for Halfords, using the squares on the game board as inspiration. The three-packs of air fresheners will be available at till points in 397 Halfords Below: This year’s McDonald’s MONOPOLY promotion included prizes of a Mini Cooper, stateside holiday or £100,000.
Win at McDonald’s One of the biggest MONOPOLY partnerships is with McDonald’s. Now in its 13th year in the UK, customers collect tokens corresponding to property space on the MONOPOLY board. When combined into colour-matched properties, the tokens may be redeemed for prizes. The 2018 UK MONOPOLY at McDonald’s game marketing campaign reached 2.8+ million people every day across 1,282 UK restaurants throughout the 6 week promotional window.
Above: MONOPOLY comes to life in Majid Al Futtaim malls in Dubai.
stores for 12 months. “There’s so much scope in lifestyle products for the brand – from the logo itself, to the game board squares and playing pieces,” says James. “We’re really thinking outside the box on this and talking to other partners in multiple categories.” Bringing the gaming experience alive in a larger-than-life way is Above: Hasbro: the also proving successful in Game Show entertains engaging with fans. Oversized thousands each games at mall events year on Carnival Cruise Lines ships. throughout the Middle East have been drawing thousands of fans, both young and old. Another successful partnership is that with Carnival Cruise Lines, which runs Hasbro: the Game Show on many of its cruise ships, giving customers the chance to play giant versions of MONOPLOY, SORRY!, OPERATION, CONNECT 4 and YAHTZEE. “We are in the enviable place of being the number one leader in board games globally with some iconic gaming brands,” says James. “To date, we have been mainly focused on driving our core gaming business, but the success of MONOPOLY in lifestyle categories has shown us that there is an appetite for these types of consumer products. And this is just the beginning– there’s still a lot more to come for MONOPOLY and we’re keen on developing our other gaming brands as well. We’re completely open-minded about future collaborations; as long as we’re having fun along the way!”
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