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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.

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