Maxx Group has secured a marketing promotions campaign by aligning two of its business units – Maxx Marketing and Licensing Matters Global – to deliver a multi-faceted consumer activation which sees Hasbro’s Monopoly developed into a special Mass Transit Railway Corporation-themed limited edition board game.
The MTR Edition Monopoly Board Game incorporates a blind box ticket set and includes elements from both the popular board game and MTR’s Hong Kong rail network.
Taking players on a unique rail journey, the MTR special edition turns the board spaces into consumer recognisable stations, depots, shopping malls and mobile networks; while the traditional ‘community’ cards and ‘chance’ cards become ‘community care’ and ‘customer service centre’ that highlight the community focused spirit of MTR.
Models of MTR trains, title deed cards, ‘House & Hotel’ tokens have all been tailor-made for the MTR version of the game.
Beyond the board game there are four versions of the Monopoly Blind Box Ticket Set – each of which contains one ticket and one blind box, a figure of Mr Monopoly dressed as MTR staff, and an MTR-sign-inspired token which can be used when playing the board game.
The four designs feature Mr Monopoly as the MTR Station Master, Station Officer, Station Assistant and Maintenance Staff. Each blind box resembles an MTR train compartment and can be used for storing and displaying tickets.
The campaign marks the first collaboration between MTR and Hasbro, bringing together the board game with a rail network corporation which is operational in Hong Kong, mainland China, the UK, Australia and Sweden.
“We are proud of this collaboration with Hasbro and the seamless collaboration of trademark rights, design and development of an entirely unique and limited edition MTR Edition Monopoly Board Game,” commented Andrew Kwan, evp at Maxx Group Global. “It brings to MTR passengers and Monopoly fans a unique and entertaining game which is relevant to their daily lives and where they live within the network.
“We hope to have further opportunities with other global brand owners who can benefit from our different business units to maximise creative marketing campaigns.”