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“Hotels are definitely something we’re exploring, along with restaurants.” Matt Proulx – Senior Vice President, Global Experiences, Partnerships and Music at Hasbro – on where MONOPOLY goes next in LBE.
Matt, thanks for making time. We’re here to talk 90 years of MONOPOLY. To kick us off, why do you feel the brand has proved a neat fit for the world of LBE?
Thanks for having me! MONOPOLY has been a household name for 90 years now, and over that time it has amassed a passionate, multi-generational fanbase. The magic of MONOPOLY is that it’s all about bringing people together through timeless fun, friendly competition and shared experiences. That’s exactly why it’s such a great fit for LBE or, as we call it, Global Experiences.
With its legacy and universal appeal, MONOPOLY’s ability to adapt and evolve for new experiences makes it a perfect fit for this space. It takes the classic board game and brings it to life in a way that feels interactive and tangible – whether that’s playing on a giant game board, solving an escape room or enjoying themed food and drink. It allows fans to physically engage with the game, creating memories while immersing themselves in that competitive spirit we all love. MONOPOLY’s adaptability, iconic visuals and broad appeal make it an ideal fit for this space, and it’s been thrilling to see the success and enthusiasm surrounding it.
One success story has been MONOPOLY LIFESIZED. What aspects of Path Entertainment Group’s execution of that do you feel has been key to its success?
Path has done an incredible job of translating the essence of MONOPOLY into a physical, interactive environment with MONOPOLY LIFESIZED. One of the key aspects has been their ability to make the experience not just about the game but about the emotion and energy that come with it. The giant, life-sized elements – from the board to the tokens – really allow players to experience the game in a whole new way. It’s not just about rolling dice; it’s about actively participating, strategising with others and feeling like you’re part of the game. They’ve done a fantastic job of staying true to the core of what makes MONOPOLY so beloved while adding those immersive twists that elevate the experience.
“The goal is always to expand the MONOPOLY universe while keeping it fun, inclusive and true to the spirit of the game.”
MONOPOLY LIFESIZED has since opened in Riyad and the US. What steers where you bring this kind of experience to?
When it comes to expanding MONOPOLY LIFESIZED, we’re thinking about cities and markets where there’s a strong fan base and a real desire for immersive experiences. We also look at the broader cultural fit – how well MONOPOLY can integrate into a particular city’s entertainment landscape. And of course, we want to make sure it’s a sustainable, long-term experience. Ultimately, it’s about choosing the right places where we can give fans the ultimate MONOPOLY experience, bringing the game to life in a whole new way.
Recently, we opened the MONOPOLY Tea Tour Bus in London with Path Entertainment and Brigit’s Bakery. Like our existing PEPPA PIG Tea Tour Bus, the experience combines a London sightseeing bus tour with afternoon tea and a captivating digital twist on the classic London MONOPOLY board game. It’s these kinds of localised experiences that really win with fans.
What other areas of LBE do you think this brand could live in down the line? Hotels seem a neat fit!
Oh, absolutely! There’s so much potential for MONOPOLY in the Global Experiences space. Hotels are definitely something we’re exploring, along with restaurants. We’re really just scratching the surface of what’s possible, and the goal is always to expand the MONOPOLY universe while keeping it fun, inclusive and true to the spirit of the game.
On the promotions side of things, your McDonald’s promotion is going into its 20th year! Why do you feel this campaign has resonated?
The McDonald’s MONOPOLY promotion is such a legendary collaboration, and its longevity speaks to the strength of the partnership. I think its success comes down to a few key factors: First, it’s something that people of all ages can enjoy. There’s nostalgia for long-time fans, and it’s exciting for new fans too, especially with the chance to win prizes. The gamification of the promotion itself taps into the excitement of MONOPOLY, and that instant gratification – collecting game pieces or winning prizes – keeps people engaged year after year.
Has its success shaped how you approach promotions more broadly?
It’s certainly shaped how we approach other promotions, focusing on creating experiences that feel fun, accessible, and engaging for everyone – whether it’s through in-store activations or digital platforms.
Last question! What’s your go-to token when playing MONOPOLY?
Ah, good question! I’ve always been a fan of the race car. It’s sleek, fast and always moving forward – which is kind of how I see the game itself. Plus, it’s got that classic MONOPOLY vibe, and there’s something satisfying about zooming around the board on your way to victory!
Good pick! Thanks again Matt.
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