The product placement deal saw two celebrity teams playing a super-sized jungle version of the game.

Scrabble heads Down Under for I’m a Celebrity appearance

Mattel, ITV and Carat set up a UK media first which saw Scrabble integrated into new challenge on reality TV show, I’m A Celebrity… Get Me Out of Here!

The product placement deal saw two celebrity teams playing a super-sized jungle version of Scrabble where they had to gather letters from a swamp within an allotted time and try to create the highest scoring Scrabble words to win treats.

The Scrabble partnership was further activated off air within the I’m a Celebrity… Get Me Out of Here! app, website and Facebook page achieving 331 likes and 103 comments.

“This was a really innovative use of product placement which brought two iconic family brands together in a fun and engaging way," said Neil Bonley, account sales manager, ITV Commercial.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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