Scrabble - Mattel

Mattel is marking this year's 60th anniversary of Scrabble with new products and a number of marketing initiatives, including a tour and TV campaign...
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It's been an eventful year already for the world's favourite word game as the celebrations for Scrabble's 60th anniversary get underway. Activity has been paying off with the game becoming the UK's number one board game in the June NPD figures.

New product news for Scrabble began in spring, with the introduction of Scrabble Scramble, a high speed version of the classic which has been designed to deliver a whole new fast-paced way to play, with timer and a unique dice-based format and mini-board.

Completing the 2008 new product line-up, a 60th Anniversary Edition with contemporary space-age styling hits shelves this month bringing more headlines for the brand. The new version of the classic features a traslucent board along with opaque green tiles with silver lettering. The iconic tile racks have also been given a radical makeover. With window packaging and high impact metallic lettering, the Anniversary Edition provides stand out and interest retail.

MARKETING

Both PR and third-party partnerships have played a vital role in the success of Scrabble this year. The celebrations kicked off with a TV-advertised promotional partnership with Subway restaurants over Easter.

This is to be followed by the launch of the 60th Anniversary Scrabble Scratch-card by Camelot with TV advertising which began in August and running all the way through to the end of September.

The anniversary press announcement generated major news coverage, with features appearing in the Daily Express, The Guardian, Daily Mail, Hello and Woman's Weekly to name a few. It was supported with a UK tour of giant Scrabble tiles and a seven metre tile rack. Calling at eight major cities, the tour generated lots of buzz on the streets, as well as major coverage locally.

PR activity yet to come includes the announcement of the winners for the inaugural Scrabble WorldWide Awards as well as a press celebration event plus further 'top secret' activity.

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