Licence deal boosts Hasbro brand

Firm signs first TV agreement in its push into the entertainment industry.
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Debmar-Mercury has been awarded the worldwide TV distribution rights to Hasbro’s Trivial Pursuit brand.

The partnership will deliver a half-hour game show Trivial Pursuit: America Plays to stations for Autumn 2008. Format rights will also be available to international territories.

Hasbro Games group executive Phil Jackson said: " 'Trivial Pursuit: America Plays' is a great example of extending a Hasbro brand into a new arena, where we will be able to reach new audiences in addition to build upon our existing fan base." said.

Mort Marcus, co-president of Debmar-Mercury said the firm is co-financing the show with Hasbro and have formulated plans for local and national marketing campaigns.

"One of the things about Trivial Pursuit is that we felt the name of the game brought such high awareness that tune-in would be high, and tied together with the national and local marketing pushes, the show will bring viewers," he said.

The show is being offered on a cash-plus-barter basis, with Debmar-Mercury targeting early fringe and access slots. A host has not yet been named.

The game show will rely heavily on user-generated content where viewers submit questions via video uploads to participating station websites. It will be produced by wheeler-Sussman Productions.

Mark Itkin from WMA brokered the deal. 

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