Monopoly is celebrating its 85th anniversary this year with a robust consumer products programme that will include a Swarovski crystal adorned game board, apparel and shoes, limited edition art, winter sports gear, and collectable toys.
The programme will see Hasbro build on the family game brand’s global popularity that has seen it attract more than one billion players in 114 countries across the globe, with additional licensees to be announced throughout the year.
“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 program 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 program.”
The celebration kicks off this February, with new items launching throughout 2020. Monopoly licensees include the fashion brand Kule which will launch a Hasbro capsule collection for women, men, and kids featuring Monopoly designs.
Meanwhile, Stubbs and Wootton will give its fashion forward handmade velvet smoking slippers a Monopoly treatment with six original designs set to launch on February 28, 2020. TOMS will launch a limited edition footwear capsule collection for women, men and kids.
The collection will feature designs inspired by iconic game pieces and squares on the Monopoly board.
Winning Solutions Inc. is creating the ultimate Monopoly 85th anniversary collector’s edition featuring a beautiful gold and silver foil tempered glass game board adorned with over 2,000 genuine Swarovski crystals. The limited-edition game also features premium game components, including a specially designed token to commemorate the anniversary.
Marmalade Game Studio will release a Monopoly 85th anniversary board design – celebrating the brand’s history with a 1930s Atlantic City theme – in the premium Monopoly mobile game. The board design will release in mid-March. Monopoly is available on iOS and Android devices worldwide.
The Los Angeles-based IKONICK , a leader in canvas art, will be printing a limited quantity of 85 MONOPOLY-inspired art pieces available exclusively at www.IKONICK.com. Available from March 2, 2020, the 60 x 20-inch canvas print will bring modern motivational words to the timeless images of Monopoly and will be signed by the artist and IKONICK co-founder Jeff Cole.
Gilson Snow, Inc., one of the fastest-growing snowboard and ski manufacturers in the United States will bring sustainably produced Monopoly X Gilson 85th Anniversary ultra-special Limited Edition Snowboards and Skis to market in February 2020.
Spin Master Corp will bring two iconic brands together with the Etch A Sketch Monopoly Edition. Limited quantities of the classic red-framed drawing toy will be available at www.EtchASketch.com in March 2020 in celebration of the Monopoly milestone and the 60th anniversary of Etch A Sketch.
Italian luxury goods company Montegrappa will launch a line of finely crafted writing pens incorporating iconic Monopoly art designed for the discerning Monopoly fan. Launching in May 2020, the Monopoly fountain and ballpoint pens will be available at Montegrappa stockists worldwide.
Finally, the heavy-weight hobby manufacturer Round 2 is teaming up with Johnny Lightning die-cast and MPC model kits to create a new Monopoly 1:64 scale die-cast automotive series and a 1:25 scale plastic model kit.
The collectables will release in waves throughout 2020 starting this spring, and will be available across the US and Canada in Walmart, Meijer, Hobby Lobby, HEB and Hobby Markets. Unique collectable packaging commemorating the 85th anniversary will also include “Monopoly Fun Facts” about America’s favourite board game.