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Hasbro passes ‘Go’ on Monopoly’s 85th anniversary

New wave of consumer products include Swarovski crystal adorned game board, plus apparel and toys.

Hasbro has kicked off its celebrations for the 85th anniversary of the Monopoly brand with a ‘community chest’ of consumer products offerings.

The first wave of licensees cover categories as diverse as premium collector’s items, apparel, sports equipment and limited edition art.

“Monopoly has been helping millions of friends and families create memorable moments around the world for 85 years and we’re thrilled that so many people are excited to celebrate this momentous occasion with us,” said Casey Collins, gm and svp of entertainment and licensing at Hasbro. “Throughout the brand’s evolution across a variety of platforms and formats, the gameplay and iconography of the classic Monopoly game has remained unchanged, making it a timeless classic sure to be enjoyed by future generations.

“The support and collaboration of our licensees has been incredible and we are humbled by the creativity and enthusiasm they have expressed for this important milestone. The 85th anniversary programme illustrates the true potential of an iconic brand like Monopoly, which can translate into a variety of categories. We’re excited to be able to reach consumers in new, powerful ways with this amazing licensing programme.”

The celebration begins this month with new items launching throughout 2020.

These will include a capsule collection from fashion brand Kule; six original designs of Stubbs and Wootton’s velvet smoking slippers; a limited edition footwear capsule collection by TOMS; canvas art from Ikonick; limited edition snowboards and skis from Gilson Snow; an Etch-A-Sketch Monopoly edition from Spin Master; a line of writing pens incorporating iconic Monopoly art from Montegrappa; and die-cast and MPC model kits from Round 2 and Johnny Lightning to create a new Monopoly 1:64 scale die-case automotive series and a 1:25 scale plastic model kit.

In addition, Winning Solutions has created the ultimate Monopoly 85th anniversary collector’s edition featuring a gold and silver foil tempered glass game board adorned with over 2,000 genuine Swarovski crystals (pictured). The limited-edition game also features premium game components, including a specially designed token to commemorate the anniversary.

Further licensees are due to be announced throughout the year.

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