Smyths Toys teams with Hasbro and Mr Monopoly

A new single and video from the toy retailer’s Oscar and Mr Monopoly is the first in a series of exclusive toy duets.

Smyths Toys Superstores’ animated character Oscar has teamed up with Hasbro’s Mr Monopoly to release a new single.

Go Own It All – which is the first in a series of toy duets – is described as a ‘beat heavy club anthem’ and encourages young fans to take a chance and roll the dice.

To celebrate the arrival of the track release, Oscar and Mr. Monopoly have launched a music video. In the video, Oscar and Mr. Monopoly are seen performing Go Own It All in the studio with Monopoly tokens Rubbery Duck, T Rex and Dog bobbing to the beat while wearing glamorous accessories.

The pair also take a visit to the Monopoly game board, with Mr Monopoly driving across the board in the Car token, before being joined by Oscar on a rollercoaster ride over it, and then striking gold in the vault.

“Launching Mr Monopoly’s first ever single is a huge milestone for the much-loved family board game,” commented Anne Leonhardi, marketing director North Europe at Hasbro. “Everyone is familiar with our famous character, but teaming up with virtual pop star, Oscar, to launch Mr Monopoly’s debut single is an opportunity for kids and families across the country to see another side to his playful character and engage with him in a more interactive way.”

Sinead Byrne, head of marketing at Smyths Toys, added: “We are so excited for Oscar to collaborate with the iconic Mr Monopoly on his first ever single. We hope everyone nods happily to the beat and rolls the dice with our new favourite duo.”

Go Own It All is actually Oscar’s seventh single since signing to Sony Music’s Magic Star label last year as part of a collaboration with Smyths Toys Superstores.

Oscar was created by the retailer in 2016 as a character which lives in the stores and helps showcase the variety of toys living with him. It was his version of Beyoncé’s If I Were A Boy – entitled If I Were A Toy and featured in the retailer’s 2019 Christmas ad – which really raised his profile.

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