Design-wise, what were some key elements you knew you wanted to take into the first collection?
From the start, we wanted to balance bold, statement-making pieces with more understated designs that still carried MONOPOLY’s DNA. The game has so many recognisable elements – Mr. Monopoly, the money, the playing pieces, and even the board itself – so we had a wealth of inspiration to pull from.

“The visual language of MONOPOLY is so strong that we could reinterpret it in unexpected ways.”

On that, what made this brand an interesting one for your designers to sink their teeth into?
MONOPOLY is unique because it’s not just a game – it’s a cultural touchstone. It brings people together, sparks competition and represents strategy, luck and taking chances. That depth allowed our designers to approach the collection from multiple angles. They weren’t just working with a logo; they had an entire world to explore. The visual language of MONOPOLY is so strong that we could reinterpret it in unexpected ways – blending classic game elements with streetwear aesthetics. This level of creative freedom made it an exciting challenge for our team, pushing them to innovate while staying true to the brand’s legacy.

Is there a stand-out item in the range that you feel highlights why Shoe Palace and MONOPOLY were a good fit for each other?
The stand-out item from our Shoe Palace x MONOPOLY Holiday 2024 collection was the Get Out of Jail Varsity Jacket. The varsity jacket boasts a premium wool base with sleek leather sleeves, adorned with iconic MONOPOLY logos in a variety of finishes, including embroidery, chenille and patches like the Chance cards, creating an elevated and unique aesthetic. Understanding that our customers appreciate value, we went all-in on intricate artwork to stay true to the timeless appeal of the classic board game, ensuring this piece delivers both style and substance.

Looks terrific. Some items, like the hoodie, contain more ‘subtle’ design elements. Like the ‘Take a Chance’ line… Can you talk me through what steers design decisions around subtle design vs ‘bigger’ showcases of the brand?
It all comes down to versatility and consumer preference. Some people want a bold statement piece, something that immediately catches the eye and makes it clear they’re rocking a MONOPOLY collab. Others appreciate a more understated nod to the brand – details that only those who really know will recognise.

With elements like the “Take a Chance” phrase, we leaned into that second group. It’s about rewarding attention to detail and creating pieces that work in multiple settings. We always aim for a balance in our collections so that every type of consumer can find something that fits their style.

I hear you’re building on this collection this year. What can you tell us about what’s to come?
Absolutely! The response to the first collection was incredible, so we’re expanding on that foundation. Without giving too much away, we’re diving deeper into the MONOPOLY universe – exploring even more of its iconic elements and bringing them to life in fresh ways. Expect bolder graphics, elevated materials and even more interactive design elements.

Last question! What’s your go-to playing piece in MONOPOLY?
I have to go with the car. It’s all about speed, movement, and getting ahead – kind of like what we do at Shoe Palace. Plus, it’s just a classic.

Good answer! Thanks again.

The post Shoe Palace’s John Mersho on crafting a streetwear collection around MONOPOLY appeared first on Brands Untapped.

We’re home to a very diverse portfolio of games on mobile, PC and console, including beloved titles like Stumble Guys, Star Trek Fleet Command, MARVEL Strike Force and MONOPOLY GO!, the biggest mobile game launch of all time. While our games span a wide range of genres, they are all highly-social, dynamic experiences that players want to return to for years on end.

Let’s dive into MONOPOLY GO! What brought you and Hasbro together?
The Scopely and Hasbro teams have a long-standing partnership with a shared belief in the power of play. We are both passionate about bringing timeless games to life in new and innovative ways for modern audiences. Since 2015, we’ve worked together to reimagine beloved games into Yahtzee with Buddies, Scrabble GO, and MONOPOLY GO! as the latest milestone in that journey.

“We wanted to preserve the emotions of the original game, while creating something entirely new and fresh.”

It may sound like an odd question but what appealed about crafting something around the MONOPOLY IP?
The original MONOPOLY board game is a cultural touchstone that has connected families and friends for 90 years. It’s one of those rare games that’s instantly recognisable and universally loved. That’s because it’s more than a game; it’s an experience that evokes nostalgia filled with playful rivalries – from the highs of charging your parents rent, to the lows of getting bankrupted by a friend.

Absolutely. And what was it important to retain from the classic game in MONOPOLY GO!? And where did you see opportunities for innovation?
With MONOPOLY GO!, the talented game making team at Scopely wanted to preserve the emotions of the original game, while creating something entirely new and fresh. The team integrated modern social features, ongoing live events and a thriving in-game ecosystem where players can engage daily in friendly competition, form alliances and celebrate wins together. It’s been an amazing journey watching MONOPOLY GO! connect with a massive global audience that transcends generations and geographies.

Were there any key decisions during the development of the game that proved key to its success?
First and foremost, the team has always prioritised community-driven experiences. Players see the faces of friends and family on their game boards and build their fortunes faster by making connections with others. The competitive spirit of MONOPOLY is alive and well, as players can knock down each other’s landmarks or rob their friend’s bank. But teamwork is also essential to the game… For example, opening the Community Chest requires help from at least five friends.

“Players aren’t just rolling dice; they’re teaming up with friends, joining community-driven events, and forming global connections.”

The gameplay is a highly dynamic live service experience, which allows us to continuously introduce new content, events, and features. There’s always a new challenge to uncover or world to explore in MONOPOLY GO!

Finally, we took a global approach to ensure we created a game that resonated with players worldwide. MONOPOLY GO! is available in 15 languages and is filled with cultural references and hidden Easter eggs, as well as hundreds of uniquely crafted city boards that appeal to a wide audience across backgrounds and demographics.

As mentioned, MONOPOLY GO has been a mammoth success story. Why do you feel it has resonated to such an extent?
At its core, MONOPOLY GO! resonates because it captures the emotions that have made MONOPOLY a beloved game and cultural icon for nearly a century. Our team has worked hard to capture the thrill of the game and the unpredictability that makes it fun – while modernising it for a mobile-first audience in a colourful, pocket-sized package.

Beyond gameplay, we designed MONOPOLY GO! to be a shared experience. Players aren’t just rolling dice; they’re teaming up with friends, joining community-driven events, and forming global connections.

MONOPOLY GO has since spawned a tabletop board game from Hasbro. Does that feel as much a ‘full circle’ moment as it looks on the outside?
Absolutely – it’s the ultimate “meta” moment! Seeing MONOPOLY GO! evolve from an idea to the number one mobile game launch of all time, and now into a physical board game that families and friends can play together in person, is truly special.

It’s a testament to how digital and physical experiences now complement and feed into each other in exciting new ways. The MONOPOLY GO! board game captures the high-energy fun of the mobile version and translates it into an easy-to-learn, competitive IRL experience that brings people together – just like its mobile counterpart. It’s surreal, rewarding and, most of all, a reminder that great game design can bridge platforms.

Absolutely. Last question – MONOPOLY celebrates its 90th anniversary this year. Why do you feel the brand continues to endure?
MONOPOLY has remained relevant for 90 years because it taps into universal and timeless themes – strategy, luck, competition and social interaction – that resonate across generations. Whether played around a kitchen table or a smartphone, MONOPOLY has a unique ability to bring people together, creating lasting memories of joy and nostalgia.

Another key factor to its longevity is the game’s versatility. From themed editions and digital adaptations to mobile-first experiences like MONOPOLY GO!, the brand has continuously evolved to meet players where they are while staying true to its essence.

Eric, thanks for making time and congrats again on the success of the game.

The post Eric Wood – SVP of Publishing at Scopely – on transcending generations and geographies with MONOPOLY GO! appeared first on Brands Untapped.

What made MONOPOLY an attractive brand to partner with?
MONOPOLY was a natural fit for Dearfoams because both brands share a deep-rooted commitment to bringing people together across generations. Just as MONOPOLY has been creating unforgettable game nights for decades, Dearfoams has been delivering comfort that turns everyday moments into lasting memories. This partnership seamlessly blends the timeliness fun of MONOPOLY with the iconic comfort DNA of Dearfoams, offering a fresh way to celebrate tradition, play and relaxation – all in one cozy step. With a combined legacy of over 175 years, this collaboration is more than just a product; it’s a new way for friends and families to connect and create special moments together.

“We thrive on finding fresh, meaningful ways to bring our brands to life, while staying true to our heritage and values.”

Design-wise, there’s lots of different strings you could pull at with the MONOPOLY brand. What kick-started the design process?
The design process for our MONOPOLY collaboration began with a deep dive into the game’s rich history and iconic elements. Collaborating closely with Hasbro’s talented team, we aimed to authentically capture the essence of MONOPOLY.

Key design decisions included focusing on the classic game board, incorporating the traditional colour palette and highlighting some of the original game pieces. These elements were thoughtfully incorporated into our designs to evoke a sense of nostalgia and create an immediate connection to the beloved game.

Is this the first collaboration Dearfoams has embarked on?
This is not the first collaboration for Dearfoams but it is the first licensed collaboration – and we couldn’t ask for a better partner. Celebrating friends, family and shared moments is at the heart of this partnership and it’s what makes working with Hasbro and MONOPOLY a natural fit for the Dearfoams brand.

I understand this is the first collection to come out a wider licensing agreement with Hasbro?
Yes, moving forward, we’ll continue to bring game nights to life by translating some of Hasbro’s most iconic properties into fun, ready-to- wear styles.

We’ll look forward to those! Now, what fuels creativity at Dearfoams?
Our creativity is driven by authentic connections. We’re inspired by storytelling that resonates with our community, whether it’s through nostalgia, innovation, or emotion. We thrive on finding fresh, meaningful ways to bring our brands to life while staying true to our heritage and values.

Last question! MONOPOLY turns 90 this year. Why do you feel the game – and the brand – continues to thrive?
No matter what the day brings, sitting down with friends and family to play games is something we can all connect with – and we love how MONOPOLY delivers on connecting generations and community. It’s also fun to play with money, even if it isn’t real.

Good answer! Thanks again Tracy.

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MONOPOLY turns 90 this year and MONOPOLY GO! has been a huge success story. For anyone new to the game, how would you describe it and its connections to the core board game?
MONOPOLY GO! is a super fun mobile version of the classic game we all know and love. It keeps the core essence of the classic game – buying properties, collecting rent and trying to build your empire – but with a faster pace, fun rewards and daily surprises. It’s more bite-sized, so you can play on the go, but still feels like MONOPOLY through and through.

You get all that strategic fun and competitive spirit of the board game, but in a more modern, accessible format for your phone. We partnered with one of the most successful mobile developers and publishers in the world in Scopely. Their expertise and experience delivering great mobile games combined with MONOPOLY resulted in a real breakout success. It reached $3B in revenue faster than any mobile game to date.

Incredible. Why do you feel the game has resonated so strongly with fans?
Mobile games reach a huge mass market around the world. Almost everyone in the world now has a mobile phone. Not all of those people think of themselves as gamers and can find even the most casual game intimidating. By grounding MONOPOLY GO! in MONOPOLY, Scopely created a game which is immediately familiar and resonates fans.

“Mobile gaming is all about convenience and engagement, and we’ve really leaned into that with MONOPOLY GO!”

We’ve seen that many players of MONOPOLY GO! had never played a mobile game before. It’s all about blending nostalgia with fresh, fast-paced gameplay. MONOPOLY GO! really taps into what people love about the original game – the thrill of buying properties and the excitement of competing against friends. But it’s been given a modern twist that appeals to today’s mobile-first players.

The app’s short, daily challenges – plus the ability to collect rewards and compete with friends – make it feel fresh, social and highly engaging. Plus, there’s just something about MONOPOLY that never gets old, no matter how many times you play! This is why so many of our partners are interested in our IP. Our games resonate immediately with gamers. They know what to do and the games tap into all the emotions that the original games inspired.

Are there any broader lessons to be learned from that success about how to bring iconic tabletop IP into mobile games?
One big takeaway is the importance of staying true to the brand while also updating the experience to fit a new format. With MONOPOLY GO!, Scopely didn’t just try to replicate the original board game on a phone; we worked closely with them to adapt it.

Another key driver is the power of social play. People love connecting with others, so integrating social features – like competing with friends or sharing progress – was a big factor in its success. Mobile gaming is all about convenience and engagement, and we’ve really leaned into that with MONOPOLY GO!

Finally, we really leaned into engagement. Mobile games are all about keeping players coming back, so features like daily challenges, rewards and social competition really help keep the excitement going.

Terrific insights. Now, digging into the collaboration between yourselves and Scopely – what helped make this partnership work so well?
It’s been a true collaboration, and Scopely have been fantastic partners. This was not our first game with them – they had successes with YAHTZEE and SCRABBLE which continue to do very well. One of the things that has made it so successful is our shared vision for what MONOPOLY GO! could be. Scopely has deep expertise in mobile gaming, and they’ve been able to bring that knowledge to the table to create an app that’s fun, engaging and built for long-term play.

“We’ve seen that many players of MONOPOLY GO! had never played a mobile game before.”

They also really understand the importance of community and user engagement, so we’ve worked closely together to create a game that’s constantly evolving with new features and events. It’s been a true partnership in every sense, and I think that’s what’s really helped MONOPOLY GO! stand out.

MONOPOLY GO! has also spawned a board game itself – a move that wouldn’t have happened if GO! was a more direct adaptation of the board game. Does this speak to the value of being creative when it comes to taking board game IP into the app game space?
Absolutely. It’s a perfect example of how creative thinking can lead to exciting new directions. Instead of simply trying to replicate the board game on a mobile screen, we thought about how to make the MONOPOLY experience fit the app world in a way that still felt true to the brand but also opened up new opportunities.

The board game spin-off of MONOPOLY GO! shows how thinking outside the box – or the game board, in this case! – can create something that’s both unique and appealing in its own right. Sometimes the most exciting innovations come from reimagining a classic idea rather than just porting it over directly.

What other digital activations are you excited to be launching this year for Hasbro IP?
We’ve got some really exciting things in the works! Scopely continues to expand the MONOPOLY GO! universe with new features and events that will keep fans engaged, but there’s also some great games happening in the DUNEGONS & DRAGONS space and other beloved Hasbro properties.

We’re looking at new ways to merge digital and physical experiences, creating immersive worlds that blend gaming with real-life adventures. Stay tuned, as there’s definitely more to come – this year is going to be full of surprises!

Finally, what’s your go-to token when playing MONOPOLY?
I’ve always been partial to the ship! It’s classic, a bit adventurous and it always feels like you’re sailing towards victory. It’s also a nod to the travel aspect of the game, which I’ve always enjoyed. What better way to cruise around the board and collect properties?

Absolutely! Thanks again Eugene.

The post “It’s about blending nostalgia with fresh, fast-paced gameplay”: Hasbro’s Eugene Evans on the incredible success of MONOPOLY GO! appeared first on Brands Untapped.

A theatrical toolbox?
Yes! My background is traditional theatre so a lot of our thinking is around how we bring iconography to life using more traditional means… Live performers, sensory elements, storytelling – theatrical tools – alongside elements of technology and gaming to help the user experience feel exceptional.

And how is Path set up to do that?
Path set up one division, Gamepath, to focus on LBE concepts such as MONOPOLY LIFESIZED from Hasbro which are physical. Our second division, Showpath, fuses the live theatrical-performance space with experiential…

The perfect example would be DUNGEONS & DRAGONS Twenty Sided Tavern which Showpath produces. As you may know, that’s an interactive D&D show in a traditional proscenium arch theatre setting. In any case, we want to build the business to be one of the biggest global producers of high-quality live experiences… While our roots are in London, we are focused on large scale international expansion in the next few years.

Excellent, thank you. You have a couple of extraordinary experiences relating to the board game MONOPOLY. Since you already mentioned it, let’s start with MONOPOLY LIFESIZED! For the uninitiated, what is that?
It’s a team-based experience where groups of up to six play – for just over an hour – to be the most successful real-estate mogul! This happens on a large, life-sized Monopoly boards against up to three other teams.

Amazing! How does that happen, David; how do they compete?
They do it by winning challenges in order to buy properties, physically build houses or hotels to ‘up their rental take’ – and try to avoid going to jail! And if they do end up in jail, escaping as quickly as possible…

On the board, each team is guided through the rules and games by our talented tokens – played by live actors! They add a huge amount of fun and energy to the experience. The team that collects the greatest amount of assets by the end of the session wins. Audiences get to experience their favourite MONOPOLY moments in a truly unique way. What’s more, we have four unique boards so you can come back and have a totally different experience on another board.

I have a friend that’s done it twice – she mentioned that each visit was completely different. How did this idea come about, David?
The idea was developed in-house at Path, after Hasbro approached us to discuss partnership opportunities. Most of the magic was developed during Covid, so our team was working remotely to conceive how to make a 60-minute version of the world’s most famous board game… And offer an experience like no other.

Presumably you had to get Hasbro‘s buy in quite early before developing the concept?
We did, yes! But when we pitched it to Hasbro, they were super on board – excuse the pun. So then – led by our creative producer, Tom Beynon – we drove from concept to a fully developed production plan working with Hasbro and their incredible brand and licensing team. We then brought on a wonderful freelance creative team of designers, lighting and sound specialists to help us realise the ambition and visualise how the concept would play out to audiences…

We also engaged technology and gaming experts to help us understand how tech could help us run the game smoothly given the variety of potential outcomes it has. A game really can go in a number of different directions depending on your roll and the decisions teams make so we had to ensure we had all eventualities covered.

What were the biggest challenges transforming the game into this experience?
When we were developing the concept, we wanted to give audiences the opportunity to play the game as faithfully as possible… But make all aspects of the game ‘larger than life’, or amplified, to really give a unique, new user experience. There’s so much iconography with MONOPOLY that the heavy lifting on emotional investment is already there… How, though, could we transform a five-to-six-hour length board game to a one-hour interactive experience? That’s where the focus went.

By then, we already knew we wanted live actors involved, so we created the concept of having them play tokens or playing pieces. This is a hugely successful element that our audiences love! The actors support the groups playing against each other. They also ensure that participants get fully immersed in the world and stick to the rules. We also added rooms to every property square – again to amplify the gameplay – so that participants must complete a short challenge in order to win a property, all themed on that location. We wanted to weave together both IP and the city the board represents, and our incredible set designer Tim McQuillen did a great job at recreating iconic London locations for our UK production.

Tim McQuillen-Wright?
Yes! Do you know Tim?

I do! Fantastic designer and a lovely fella; salt of the Earth… I’m set to interview him when we can get our diaries to align!
Ha! Tim is incredible. One of the locations is jail of of course… For that, we have a real jail cell inside which unlucky players may find themselves. The whole game is controlled by an app we custom designed to keep things moving at pace and to control all the banking elements… So there is, of course, no cheating!

Shame. Ha! I love how much authenticity you’ve bought to the experience. Before we move on, what do you think is the appeal of MONOPOLY, David? Why is it still so enormously popular 90 years after its inception?
There’s huge generational buy in… It’s the king of all board games, and there’s such international recognition around the IP. It also continues to be beloved, not least during Covid when we all needed to find a way of being brought back together. Whether it was in your households during lockdown, or playing virtually, MONOPOLY was such a comfortable reminder of shared experience with friends and family.

Beyond that, Hasbro has done a great job at continuing to evolve the brand. The fact they’ve been so open and such good partners in us conceiving MONOPOLY LIFESIZED shows how much they support investing in the brand and bringing it to new audiences, and continuing to evolve its appeal to all ages.

Fantastic. Thank you, David. Now, for MONOPOLY fans that have more of a wanderlust, you have a second attraction! Tell me about the MONOPOLY Tea Tour… What is it, exactly? How did it come about?
This is a partnership with Hasbro and the wonderful people at Brigit’s Bakery! They work with us on a number of our attractions as a bakery partner. For years, they’ve demonstrated brilliant bus tours so it was a natural fit to partner with them on a London MONOPOLY Tea Tour. The experience fuses gameplay with sightseeing and, of course, delicious food and drinks! So… If you want to see the sights of London with delicious food and drinks, and a really fun interactive MONOPOLY game concept, this Tea Tour is a must!

And looking at it, you must’ve been quite creative putting it together… What were the highlights for you?
The Path team collaborated on the gameplay side of the experience, to ensure the tour is interactive and fun for patrons as they journey between London’s landmark sites. Our Food and Beverage team, led by Joseph Smith, did a great job of collaborating with Brigit’s Bakery and Hasbro to conceive how the F&B would fuse with the brand in a delicious tea experience.

Brilliant. And how extraordinary to have two such enormously different experiences under that one brand. Tell me, David: what’s the secret to creating a great immersive experience?
Audience first! What does a consumer want to see and feel in order to experience something in a way they never have before? When we’re thinking about our creative concepts, we keep the consumer at the front of our minds. That’s especially true when working with brands because the consumer will have very strong emotional connections to their favourite characters, or the brand itself.

As a result, they have a clear expectation of what they want to engage with on a deeper level. Where we then make a good experience great is to offer audiences something they didn’t know they wanted – like added value, or an additional layer of experience they haven’t had before. But it must be based on what the fabric of the brand is, and how it has so deeply connected with audiences in other mediums. It’s really fun to do and the Path team love diving into our nostalgia to remember what makes the emotional memories so vivid and special for our prospective audiences.

Great answer. And if someone wants to help turn brands into great immersive experiences, what qualities would they need?
Hmmm. There’s no one way of creating an immersive experience, and the beauty and excitement of working in this space is the fact that it brings together so many storytellers, creatives and specialists to collaborate and learn how best to create an interactive concept…

For me, the key ingredients have to get the balance between being faithful to the core values and nostalgia of a brand but not being scared to cross the line into offering a different perspective, or interaction, with the brand. The most important question I ask the team at Path when we’re exploring a new brand-based immersive experience is, “What value are we bringing to consumers that love this IP, that they’ve never had the opportunity to enjoy before?” It’s important that we’re always evolving and adding value to these incredible kinds of IP and growing the importance and love for the experiential sector by being brave and offering unique memories.

Fantastic answer. Thank you so much for your time and insight, David. And congratulations again on having two such enormously different and interesting executions around the same brand.

The post David Hutchinson on why MONOPOLY is right for The Path Entertainment Group’s entertainment concepts… appeared first on Brands Untapped.

Oh! Very much a family business?
Oh, yes! In our first year, we made MONOPOLY editions for San Diego, La Jolla, Atlanta, Boston, San Francisco and New York City. Since then, we’ve expanded to more than 70 employees. We now do all kinds of special editions of Clue and Yahtzee – and we even make our own original games. But we still make more MONOPOLY editions than anything else. It is absolutely at the core of our company’s DNA.

And on that, Dane… Why MONOPOLY? What is it that makes the game so suitable for adaptation?
It’s a very simple goal that MONOPOLY is built around… You want to collect the most and you want to be the best. There’s hardly a concept that doesn’t lend itself to collection and competition. If I like a band, I want to see all their shows. If I like a movie, I want to know all the characters. Similarly, any special MONOPOLY edition can be built starting from that goal.

Great answer! And does that relate, do you think, to the reason that MONOPOLY is still tremendously popular 90 years after it first came to market?
Yes, I think so – because the goal I just mentioned is really quite timeless. People are never going to get bored with collecting and competing. But there’s also this generational component…

Oh?
MONOPOLY isn’t a game designed exclusively for – or played exclusively by – one age group. So you’re far more likely to see parents playing it with their kids, and grandparents playing it with their grandkids. That creates a much more enduring legacy.

That’s very true! Just to revisit your origin story, you listed a number of city editions that you made in the early days… What other kind of specialty MONOPOLY sets have you created over the last 30 years?
It’s almost easier to say what we haven’t created! Ha! We’ve published hundreds of editions to date… We started with cities, but now we have editions based on The Beatles, Godzilla, The Golden Girls, Dr. Suess… So many great editions! Our work’s covered film, television, video games, cartoons, comic books, music, cars, sports – and anything else you can think of.

Dare I ask you to name a couple of your favourite editions, Dane?
If I had to pick a couple of favourites, it would have to be Golf and The Wizard of Oz…

The Wizard of Oz! Great shout! Tell me about your creative process… When a new IP is on the table for a licensed version of MONOPOLY, where do you start?
My days of getting involved in our design process are mostly over. We have a great design team that handles all of that now. But whether it was then or now, the first question is always “What are we collecting?” Answer that and you know what kind of story you’re telling and what kind of experience you’re providing.

Interesting starting point… Then what?
Then it’s time to do the research! It’s not enough to put a logo and some names on the game. We want fans to know we took the time to show real admiration and care. There are always going to be some compromises in meeting the design of the theme, but we want fans to feel like we made their version just for them!

I’m glad you said that, actually – it’s worth saying that your MONOPOLY editions are full of love for the game, the brands and the fans. Tell me: what’s next for The Op and the MONOPOLY brand?
We’re always looking for new ways to step up the fandom component of our games. In the past, we’ve done premium player tokens and bonus collectible novelties. This year, we’re looking at continuing that with a couple of releases. Can’t say much more than that at this time…

But you could come back and say more later! Ha! Well, you’ve been very generous with your time, Dane; I know how busy you are. Let’s wrap it up with this… What’s the one question I could’ve asked you today but didn’t?
Well, this is about MONOPOLY, right? The one question we almost always get asked when we talk about a new MONOPOLY edition is “What’s on the Boardwalk space?”

Is that right?!
Yes! It’s another way of asking “What’s the most valuable thing in the game?” So you could have asked me, “What’s your personal Boardwalk space?”

Oh, wow. And what’s the answer?
I’d have to split it four ways between my parents, my wife, and my daughter. And I’d like to sneak in my grandparents, too!

Consider it done: that’s your Boardwalk space. Thanks, Dane.

The post The Op co-founder, Dane Chapin, reveals how and why he built a company on the appeal of MONOPOLY appeared first on Brands Untapped.

“We work hand-in-hand with creative agencies to keep MONOPOLY feeling fresh and exciting.”

How important is your engagement with creative agencies when it comes to keeping this 90-year-old IP fresh, relevant and exciting for licensees?
It’s absolutely vital! We work hand-in-hand with creative agencies to keep MONOPOLY feeling fresh and exciting. Agencies bring a lot of creative energy and new perspectives, which is key to keeping the brand evolving. They help us find new ways to appeal to different audiences – whether that’s younger fans, fans of pop culture or digital natives. The collaboration ensures we’re staying relevant, while still keeping the core MONOPOLY values intact. It’s that mix of tradition and innovation that makes the magic happen.

Are there any recent style guides you would point to that do interesting things with the brand?
Oh, for sure! One that springs to mind is our latest MONOPOLY core asset pack developed by Marisa Morgan and Eric Gamache in our LCP Central Creative Team. It contains treasured icons reimagined with the new, vibrant board game palette, witty storytelling brought to life with oversized prints, unexpected placements and playful editorial – all anchored by the timeless charm of our newly illustrated host, Mr. Monopoly. The overall look has a more contemporary feel yet stays true to the classic style we know and love. We can’t wait to see it on product!

Coming down the line, we also have some beautiful new opulent trend assets in our ‘Mon-opulence’ guide! It’s a take on modern art deco with a luxe streetwear feel featuring a rich colour palette and pops of gold… Perfect for Apparel, Accessories and Home.

Looks terrific! When you have a brand that’s rich in recognisable iconography, does that give you a bit more freedom creatively to play around with things? Or can it be ‘daunting’ to work on a classic like this?
It’s a bit of both, to be honest! On one hand, it’s a dream because those elements are so familiar and beloved. It gives us a solid foundation to work with, and we can have a lot of fun reimagining them in fresh ways. On the other hand, it can be a bit daunting because people have such a strong emotional connection to MONOPOLY – you don’t want to mess with what’s already perfect! But that’s what makes it such an exciting challenge. It’s about finding that sweet spot… Respecting the brand’s legacy while still keeping it feeling fresh, new and exciting.

“We have some beautiful new opulent trend assets in our ‘Mon-opulence’ guide!”

Is there a playful brand extension that you would point to as being a good example of how creative licensees can be with MONOPOLY?
We have had some great collaborations over recent years and have some great upcoming brand extensions for all consumer demos. We love how popular MONOPOLY is in fashion and the recent release of Nike LeBron James x MONOPOLY Sneaker range is a great example. It’s a look that is both iconic and fresh, leaning into bright pops of colour and key iconography.

Hasbro has plenty of long-standing IP hits – why do you feel this brand has endured for so long?
I think it comes down to how universally loved the game is. Everyone knows it, everyone’s played it, and it’s something that brings people together – whether it’s family game night, hanging out with friends, or playing digitally with people around the world. And what’s really special about MONOPOLY is how it’s always evolving to keep up with the times. We’ve got over 300 unique editions, mobile apps, digital experiences and so much more. The brand stays fresh because we’re constantly finding new ways for fans to engage with it, but we always keep the heart of the game intact. That’s what keeps people coming back.

Finally, what’s your go-to token when playing MONOPOLY?
Ah, good question! I’ve always been a fan of the top hat. There’s something about it that feels quite dashing and of course it’s owned by the host of the game himself, Mr. Monopoly. Plus, I like to think it adds a bit of class to my game strategy!

Absolutely! A classy pick! Thanks again Katie, always a pleasure!

The post “It’s about finding that sweet spot”: Hasbro’s Katie Frame on respecting tradition while innovating to keep MONOPOLY fresh appeared first on Brands Untapped.

But you don’t do that single-handed, I trust?!
No! My team consists of the most talented, fan-focused creative minds in the business… We lead with trend research and silhouette development, overlay it with in-house custom artwork, kissed with the most detail-minded treatments to take our bags from basic to best-in-class. Every decision we make is with fandom in mind to ensure we create pieces that feel special, collectible and – most importantly – meaningful to the fans who love them.

Wow! I’d like to come back to some of that in just a moment… For now, 2025 sees Hasbro celebrating 90 years of MONOPOLY. What do you think is the secret of the brand’s success?
I have a long history with the MONOPOLY brand, having previously led Global Licensed Consumer Product Design and Development for Hasbro’s portfolio, where MONOPOLY was a strategic brand priority. The secret to MONOPOLY’s longevity is its ability to adapt. From classic long-form gameplay to speed editions, digital formats, and even global experiences, MONOPOLY has evolved alongside its players. Its universal themes of strategy, competition, and aspiration have kept it culturally relevant with each iteration.

Excellent! Thank you. And what can you tell me about some of the Loungefly MONOPOLY products?
Our collection puts Mr. Monopoly front and centre! Our signature Mini Backpack silhouette – recognised worldwide – has been reimagined as a premium cosplay-style piece… It brings Mr. Monopoly to life with amplified details…

Go on…
His signature top hat and tuxedo are reinterpreted using faux patent leather for a sleek shine, while his collar’s iconic ‘M’ is rendered in moulded metal with a rhinestone treatment. We wanted to capture the fun, competitive spirit of the game, so we designed Mr. Monopoly making it rain with the falling signature MONOPOLY money cascading down around him. Additionally, we created a figural crossbody bag inspired by the top hat, made from the same faux patent leather, and featuring fanned-out MONOPOLY money – a nod to the most iconic moments of gameplay.

Amazing! And let’s talk some about your process… The board design, playing pieces and Mr. Monopoly mascot are all iconic. How do you decide which elements to feature?
As a global brand, we always prioritise elements that have the broadest cultural resonance. MONOPOLY has seen countless regional editions and customisations, but there are a few elements that are universally recognised. As you say, they include Mr. Monopoly himself, the game tokens, and the signature currency… We leaned into these touchpoints to ensure our designs feel nostalgic yet fresh, appealing to both long-time collectors and new fans alike.

So once you have an idea in mind, what’s your creative process?
Our process starts with a quarterly trend share-out led by our design team in partnership with Worth Global Style Network insights and ongoing comparative shopping research. These trend analyses inform colour stories, material innovation, and silhouette direction for upcoming seasons. From there, our Creative Directors refine these insights into product-specific concept direction, assigning projects to our Graphic Design team. Our Graphic Designers then develop original artwork, ensuring our take on an IP feels unique compared to other licensed partners using the same style guides…

We prioritise custom graphics and innovative treatments – debossing, embroidery, beading, lenticular printing… And even elements like light and sound to create distinctive, multi-dimensional pieces. Once a concept is greenlit, it moves to our Product Development team. The Product Development team translates the designs into factory-ready technical specifications.

I’m loving this detail! Just help me orientate myself here: at this point, we’ve not seen a prototype, have we?
No. But it’s around this point that our first prototypes bring the designs to life. We collaborate closely through multiple rounds of revisions to ensure every detail is executed flawlessly… Typically, it takes two to three rounds of prototyping before we achieve that, “We nailed it!” moment.

Incredible. And with your permission, I’ll be sure to include some photos of the new products, because they just look extraordinary! How did you come to be in this industry, Jessica? What’s your background?
I have a bachelor’s degree in merchandising and have been leading design teams in different licensed categories since entering the industry. My career started in fashion, working with brands like Vera Wang and Betsey Johnson before taking my first step into the character-based licensing world. I’ve been both a licensee and a licensor, giving me a unique perspective on the industry.

What are some of the brands you’ve worked on?
I worked on storied brands like Power Rangers and Paul Frank at Saban Brands before moving to Hasbro… There I led Global Design and Development for the Consumer Products division across a diverse portfolio. From there, I became VP of Merchandising and Creative at Unique Vintage, where I oversaw everything from product roadmap development to marketing and brand-voice execution… That brings me to my current role at Loungefly!

I went from being a Licensor to Loungefly at Hasbro to now leading Design and Development for the premier fan backpack brand, setting the standard for fashion fandom and seamlessly blending style with accessories. I truly do have the privilege of leading a world-class team of designers and developers who are redefining fashion fandom.

And what’s Loungefly’s secret sauce, Jessica?
Our secret sauce is that we are fans ourselves! We use that deep personal connection to bring an unparalleled level of authenticity and attention to detail to everything we create. It’s what makes Loungefly more than just an accessories brand – it’s a gateway for fans to express their passions in a way that feels stylish, thoughtful, and true to who they are.

Fantastic answers, great products! Thank you Jessica.

The post Why does MONOPOLY’s iconic design work so well for Loungefly? In conversation with Jessica Hardy appeared first on Brands Untapped.

Great answer, thank you! And I’ll be sure to put a few pictures in as we go because people have to see your products to appreciate them. Tell me about some of the MONOPOLY sets you offer…
We’ve developed so many different versions of MONOPOLY over the years, and it’s fun to look back at the most unique executions! In our general trade line, we offer a range of items to fit one’s individual style and varying price points. MONOPOLY Nostalgia Tin Edition and MONOPOLY Vintage Bookshelf Edition are the most affordable options, which are a step above your standard cardboard box game.

What might I expect to see in those sets?
They include wooded houses and hotels, banker’s trays to stay organised, customised storage for all the components and vintage graphics. These graphics might bring back memories of playing MONOPOLY as a child! In our middle tier, we offer MONOPOLY Aura Edition and MONOPOLY Bianco Edition, both of which have a more contemporary design. Aura features a glass board and the components have a light and airy feel. Bianco has a white wooden frame and a grasscloth-textured rolling area, giving it a bit of a coastal vibe.

Wow. And then there’s your top tier, presumably?
Yes. Our Trophy, Luxury and Heirloom Editions are the high-end options we offer. They all feature wood cabinets with storage drawers and recessed rolling areas, along with premium components designed to enhance gameplay. These executions are definitely not something you tuck away in a closet – most people leave them out as design elements in their homes.

Yes, you’d want to leave these out and show them off! Stunning…
Thank you! Aside from our General Trade line, we’ve also created numerous special edition MONOPOLY games over the years. For MONOPOLY’s 85th Anniversary – in 2020 – we created a stunning, bevelled-glass game board adorned with over 2000 Swarovski crystals. That sold out in hours. We also recently teamed up with Nike and LeBron James to create a custom MONOPOLY game based on his storied career.

Amazing. Let’s push in a little more on the Heirloom Edition… That sells for $460. What can the discerning MONOPOLY fan discover if they own this edition?
MONOPOLY: Heirloom Edition is truly stunning. It features a solid walnut cabinet and multiple premium wood veneers on the game path and rolling area. The drawer incorporates plenty of storage for all the components and a money tray to be used during gameplay. When it’s not in use, the cabinet can be displayed on your coffee table or in your game room. This is the type of game that you will be able to enjoy with your family for years – and then pass to the next generation.

Other than looking and feeling amazing, what advantages are there to owning a set like that?
Our premium editions of MONOPOLY are meant to last. This isn’t something you pile in the top of a coat closet. We create thoughtful storage solutions for every component, ensuring you won’t lose a house because there was no good place to put it. It’s also more fun to play with premium components, from oversized tokens in MONOPOLY: Luxury Edition to acrylic houses and hotels in MONOPOLY: Aura Edition. All of these individual design decisions add up to an enhanced experience and create a product that encourages you to play more often.

Which is your most popular MONOPOLY set, Kerry? Tell me about it!
MONOPOLY: Vintage Bookshelf Edition is by far our bestseller. Interest in the whole bookshelf collection has really taken off over the past couple of years, with customers seeing the value of combining functional games with home decor. This edition of MONOPOLY has all the premium components you would expect from our games, but it packs into a box that looks like a hardcover book.

Ah! I see! Oh, that’s lovely – so you have a whole collection of games like that… Clue, Connect Four… Is that BATTLESHIP?
Yes, BATTLESHIP is available on pre-order! Each one of these games takes up minimal space on your shelf, and blends into many different home aesthetics. The affordable price point makes it a great gift, and also allows people to add to their collection one book at a time.

When you’re looking to develop a new product, Kerry, what are your considerations? How do you begin to make your ideas a reality?
The first thing we ask ourselves is, “What problem are we trying to solve?” It doesn’t make sense to create the same type of item over and over, so we dig into what customer we’re targeting, how they’d use the product, and how much they might be willing to pay for it. We spend a lot of time brainstorming as a team, then visualising our ideas through sketches and renderings.

From there, we review all the components we want to include and try to ballpark the cost to make sure our grand ideas can actually be executed. Once we feel confident in the direction, we work with our factories to create samples. There are lots of tweaks along the way, and many projects never make it to market – but it’s incredibly rewarding when we get to see our ideas come to life.

I’ll bet! And in regard to MONOPOLY itself, what’s the secret to its 90-year appeal, do you think?
MONOPOLY’s appeal lies in its perfect mix of strategy, luck, and social interaction. It’s a game that brings people together – whether for friendly competition or epic rivalries – and every playthrough tells a different story. The mix of nostalgia, recognisable properties, and the thrill of making or breaking fortunes keeps it engaging across generations. Plus, it’s endlessly adaptable, with new editions, house rules, and themed versions keeping it fresh. After 90 years, its ability to spark laughter, debate, and the occasional dramatic flip of the board is what truly makes it timeless!

Ha! I wondered if anyone would mention the flipping over of the board! I imagine that’s another advantage of your products, Kerry – too beautiful to flip! Ha! Now… I read up on the company’s origins with great interest! How did the business come about?
The story of our company goes back decades! Dana Silva, Jonathan’s and my father, worked for Parker Brothers from 1979 to 2000, climbing his way from the shipping room to Director of Product Development. Our childhood was filled with board games and trips to the office to test new products. But in 2000, after several years of mergers and changes, Hasbro wanted us to move away from our hometown…

Instead, Dana took his severance and partnered with Mike Doyle, a longtime Milton Bradley employee, to start Winning Solutions, Inc. There was a name change later after we started selling more items under our own brand… Either way, things started out on a folding table in our living room before they began consulting for Hasbro, working on developing products to support exclusive partnerships. A few years later, they became a Hasbro licensee and brought a line of branded game tables to market, followed shortly by their first premium tabletop game, SCRABBLE Deluxe.

This is amazing! So that was your first product – and you’re still doing that today, are you not?
Yes! It’s still in our line and continues to dominate sales today! Since that initial release, our product line has grown to include over twenty Hasbro brands and hundreds of different executions of everyone’s favourite games. In addition to our General Trade line, we also partner with many specialty retailers to develop items specifically for their customers, from Costco MONOPOLY to OPERATION: Snap-On Edition. Also, while my father is still involved, Jonathan and I bought out Mike at the beginning of 2024 – we are now completely family-owned.

Fantastic. So what’s next for MONOPOLY at WS Game? Any plans for a 90th anniversary edition?
Yes! We’ll be releasing a limited edition MONOPOLY 90th Anniversary game later this year. This features a solid wood box with a foil-stamped hinged lid and a numbered certificate of authenticity. The beautiful case houses a foil-stamped gameboard, custom-designed components, and a wooden banker’s tray. There will only be 900 of these available, making it a must-have for every serious MONOPOLY collector.

Oh, that just sounds fantastic! We need to wrap this up, Kerry, but what’s the one thing I could’ve asked you about today but didn’t?
What’s your dream collaboration?

Yesssss… Very good question. And what’s the answer?
I would love to work on a premium Taylor Swift themed edition of MONOPOLY! I can picture going through the Eras as you make your way around the board with iconic tokens and sparkles galore. Taylor Swift has such an amazing following, and it’d be fun to create something to celebrate her success.

Fantastic answer. And you never know, of course… Nobody has ever told me straight that Taylor Swift doesn’t read Brands Untapped – so fingers crossed!

The post WS Game co-owner Kerry Addis discusses elevating beloved board games… And MONOPOLY at 90 appeared first on Brands Untapped.

The game is so ubiquitous – I imagine when people think ‘board game’, they think MONOPOLY. What kind of opportunities does this sort of mass awareness present to you and the team?
MONOPOLY is one of those rare brands that nearly everyone knows, and that massive awareness opens doors to some amazing opportunities. The fact that so many people already know and love the game means we can think beyond the traditional board game space and get creative with a variety of industries – fashion, sports, entertainment, you name it. The possibilities are endless!

“The beauty of MONOPOLY is that it’s incredibly adaptable – it can be reimagined through various partnerships without losing its essence.”

When the brand is so well-known, and has so many recognisable elements, how would you describe the challenge of surprising consumers with MONOPOLY?
It’s definitely a balancing act! MONOPOLY is a 90-year-old brand, so its core elements are classic and timeless, but we’re always looking for ways to reinvent the experience and keep it exciting. The beauty of MONOPOLY is that it’s incredibly adaptable – it can be reimagined through various partnerships without losing its essence. A great example is MONOPOLY SCRABBLE, a brilliant crossover we created alongside Winning Moves that combines the strategy of MONOPOLY with the wordplay of SCRABBLE. Fans love this clever twist on the classics.

We also have over 300 unique tabletop editions, including pop-culture titles like Family Guy, Grey’s Anatomy and RuPaul’s Drag Race and The Beatles – proving there really is a MONOPOLY for everyone. Collaborations that offer something new while staying true to the brand’s themes of friendly competition, strategy and a little bit of villainy are always exciting to explore.

Historically, are there any partnerships that come to mind that have been important milestones in the brand’s licensing journey?
With 90 years of history, it’s hard to choose just a few, but there are definitely some standout moments in recent years. One of the biggest has been the launch of the MONOPOLY GO! app with our partners at Scopely. Released in 2023, MONOPOLY GO! has been an absolute game-changer, offering a fast-paced, mobile-first version of MONOPOLY with daily rewards and quick gameplay. It’s a huge hit with over 11 million daily active users, which shows just how MONOPOLY can evolve with new generations of players.

Another big moment was the opening of the first MONOPOLY LIFESIZED experience in London with Path Entertaiment Group. This immersive experience lets fans step into a giant, interactive MONOPOLY game, and it’s been a huge success. Since then, we’ve expanded with a permanent location in Riyadh and a touring experience across the U.S. These immersive experiences offer fans a whole new way to engage with the brand.

And, of course, we’re thrilled about our deal with Lionsgate and Margot Robbie’s production company LuckyChap for a MONOPOLY movie. This is a huge step forward for the brand, bringing the iconic game to the big screen. It’s another opportunity to expand MONOPOLY’s presence in pop culture and introduce it to new audiences. All of these milestones show just how much MONOPOLY continues to evolve, while staying connected to its roots.

“We’re thrilled about our deal with Lionsgate and Margot Robbie’s production company LuckyChap for a MONOPOLY movie.”

Yes! The movie sounds exciting. Is that indicative of the kinds of fresh partnerships you’re looking to strike for MONOPOLY?
We’re always working on exciting new collaborations, and there’s a lot coming up that I can’t wait to share! As we continue to explore fresh partnerships, we’re particularly focused on experiences that expand MONOPOLY beyond the board – whether through digital innovation, immersive experiences, or partnerships in unexpected industries. The anniversary year has really opened up opportunities to push the brand’s boundaries and bring MONOPOLY to new heights.

There’s plenty of strings you can pull at with MONOPOLY – the board design, the tokens, Mr. Monopoly. Do you get the feeling it’s a brand that designers at licensees like to create for?
Absolutely! A brand like MONOPOLY is a designer’s dream. From the board design to the tokens, designers have a lot of creative freedom to reimagine elements in ways that feel fresh, but still keep the heart of the game intact. We’ve seen some incredible designs over the years — from unique token styles to new ways of packaging the game. It’s also a brand that people feel connected to emotionally, so working on a MONOPOLY edition can be both a fun challenge and an opportunity to do something really special.

“We’re exploring new and unexpected collaborations that challenge traditional perceptions of the game.”

Does this anniversary year give you license to do deals that ‘push the brand’s boundaries’ in any way?
Definitely! The 90th anniversary feels like a natural moment to celebrate where MONOPOLY has been but also usher it into a new era. We’re exploring new and unexpected collaborations that challenge traditional perceptions of the game. For example, we’ve been looking at digital and experiential opportunities that go beyond the board game itself – creating new ways for fans to engage with MONOPOLY in the digital space. It’s about finding ways to surprise people and keep the brand feeling as fresh as ever.

Marianne, I have one last question! What’s your go-to token when playing MONOPOLY?
I’m a classic player, so I always gravitate toward the thimble. It has a certain charm and nostalgia for me, and I love how it represents the history of the game. Plus, it’s always been a bit of an underdog in the token world, and I love that!

Ha, it does feel like the underdog token doesn’t it! Good to see some love for it here! Thanks again Marianne.

The post “The possibilities are endless!”: Hasbro’s Marianne James discusses brand plans for MONOPOLY’s 90th appeared first on Brands Untapped.