Hasbro is expecting to see an increase in sales of its already iconic board game Monopoly, when a musical based on the brand hits Broadway.
Last month, the entertainment studio revealed its plans to develop a show titled Monopoly the Musical in partnership with the Broadway production firm Araca Group.
The company has since detailed that by ‘diving further into the brand’s background and characters,’ it expects the current consumer passion around the game to hit new levels.
“We will be able to captivate audiences with new, exciting stories and, as theatre-goers know, music is integral to Broadway performances, so the songs and compositions for Monopoly the Musical will help us connect on a deeper level with our brand’s fans,” Simon Waters, Hasbro’s general manager and SVP of entertainment and consumer products, told ToyNews.
Played by more than one billion people around the world and having recently celebrated its 80th anniversary, Monopoly’s move into the world of Broadway marks a monumental leap for the board game brand.
And while Hasbro is keeping its cards very close to its chest when it comes to details of the show that won’t land in theatres for another two years, fans will never look at Monopoly the same way again.
“We’re working with some of the best theatrical and Broadway talent to bring the vision for Monopoly the Musical – Hasbro’s first ever Broadway production – to the stage,” continued Waters.
“Consumers should definitely expect the unexpected from this creative take on the Monopoly brand.”
Monopoly now joins a portfolio of Hasbro brands that have made the leap from toy brand to live experience that already includes My Little Pony Equestria Girls Live Show and Transformers Live that is expected to debut in China in 2017.
“We are constantly looking for new ways to connect with consumers, whether it’s on stage, on social media or anywhere in between. Our brands are no longer just toys and games.” said Waters.