Imagination Games inks Abbey Road deal

Firm to release music trivia board game ahead of studios' 80th anniversary.
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In a collaboration between Imagination Games, Abbey Road Studios, EMI Music Publishing, DCD Publishing and Tesco. The game is available exclusively in Tesco stores and online through Tesco Direct.

The game is a mix of music trivia, missing song lyrics and guessing the song or artist. The board features photographs from the studios, with limited edition graphics and game pieces.

The launch of the game includes golden tickets hidden in five packs which will enable five lucky winners the opportunity for a guided visit through Abbey Road Studios, which are not normally open to the public.

David Snow, MD of Imagination Games, said: “Working on this project has been a fantastic experience. The 80th anniversary of Abbey Road Studios is certainly something worth celebrating. The game will give a real insight into the great studios and give music and game fans a chance to show how good they are with music trivia and song and artist knowledge.

"I am very proud to deliver this great new game for Christmas 2011. The golden ticket promotion will give lucky consumers the chance to follow in the footsteps of some of the greatest recording artists of our time, a prize that money truly can’t buy.”

Kerin Purcell, head of brand and marketing at Abbey Road Studios, commented: “We are really excited about the launch of the Abbey Road Studios Music Trivia Game. It is a fun way to celebrate 80 years of making music and a great game for music lovers everywhere.“

Tesco board games buyer, Jonathan Ferdenzi, said: “The new game is great fun for all the family - whether you are seventeen or seventy. Abbey Road is iconic and means so many different things to different people. The game will be a great fun at Christmas.”

Michael Gottlieb head of licensing and music merchandising DCD Publishing said: “Music-related games saw an increase of in sales last year to over £100m at retail and so the launch of the Abbey Road Studios Music Trivia Game with the largest retailer in the UK is great timing. DCD Publishing are very proud to have brokered this innovative deal.”

Ruth Anderson-Davis, licensing manager – merchandising and new media at EMI Music Publishing, concluded: “The hidden golden tickets in the first batch of games being sold through Tesco are the closest thing to a modern day Willy Wonka chocolate factory experience. It’s where the magic happens and it’s great to be able to offer five lucky winners the chance to see the historic Abbey Road Studios for themselves.”

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