Scrabble shake up as Mattel unveils new look

Heavyweight push takes in viral, experiential, TV and social media.
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Mattel is giving the 65 year-old Scrabble brand a new look and feel for 2013.

Following extensive consumer insights, the firm will launch a high impact multi-layered marketing campaign with a new creative. 

The promotion demonstrates how Scrabble brings letters and people together with the introduction of ‘Tile Heads’ – people wear head-sized Scrabble tiles to create letter characters featuring P, Q and Blank. Tile Heads will be rolled out through an extensive viral, experiential executions, as well as PR and TV.

Scrabble will also go social with a major new global promotion ‘7 Letters, 7 Prizes’. Driven through Facebook, the campaign will capitalise on the huge Scrabble internet fanbase and drive awareness, appealing to the casual gamer. 

Players will be able to log on to the Scrabble Facebook page or download the app, reach into the virtual bag to obtain a letter then join with friends to spell out the prize of the week – this could be anything from a day out to a luxury holiday.

“This is a fantastic break frame campaign for Scrabble,” said Wendy Hill, UK director of customer marketing and brand communications at Mattel.

“We’ve undertaken extensive consumer research and this strategic marketing programme will appeal to existing Scrabble fans, as well as new ones.”

The marketing programme will be supported by a number of retail initiatives including specific retail point of purchase and promotion that will drive sales of the games, as well as introducing new ways to play for the casual gamer.

Fresh products will include Scrabble Twist & Turn and Scrabble Banter.

Mattel: 01628 500000

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