Licensing deal boosts Hasbro brand - Licensing.biz

Licensing deal boosts Hasbro brand

Company inks first TV agreement for Trivial Pursuit.
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Debmar-Mercury has been awarded the worldwide TV distribution rights to Hasbro's Trivial Pursuit brand.

The partnership will deliver a half-hour game show Trivial Pursuit: America Plays to stations from next autumn. Format rights will also be available to international territories.

Hasbro Games chief executive Phil Jackson said: "Trivial Pursuit: America Plays is a great example of extending a Hasbro brand into a new arena, where we will be able to reach new audiences in addition to building upon our existing fan base."

Mort Marcus, co-president of Debmar-Mercury, said the firm is co-financing the show with Hasbro and have formulated plans for local and national marketing campaigns.

"One of the things about Trivial Pursuit is that we felt the name of the game brought such high awareness that tune-in would be high, and tied together with the national and local marketing pushes, the show will bring viewers," he said.

The show is being offered on a cash-plus barter basis, with Debmar-Mercury targeting early fringe and access slots. A host has not yet been named.

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