As Hasbro continues its 100th birthday celebration, the Rhode Island-based toy and game company is launching a new brand campaign for a classic that never goes out of style: Monopoly.
The All Is Fair in Monopoly brand campaign takes flight on Oct. 9 in Canada and Oct. 24 in the U.S. Set to run through December, the new, multiplatform initiative includes brand films and imagery that will run across TV and streaming, online videos, mobile gaming, podcasts, social media, and more.
According to Hasbro, All Is Fair in Monopoly shows that the classic game is one activity in which “it’s acceptable to be our worst selves,” and that means everything from bankers stealing money from the bank to kids trumping grownups to win it all.
Everyone knows when Monopoly debuts at game night, the claws come out. It’s the spirit of opulence, joy, strategy, and the inevitable board-flipping that have made the beloved game such a pop culture treasure. Leaning into those truths, we partnered with The Martin Agency to create our new ‘All is Fair’ campaign — a full-force celebration of ruthlessness, rivalry, and the ‘All is Fair’ mentality of Monopoly. Playful mischief is at the heart of the Monopoly experience, and with the launch of this campaign it’s become central to how Hasbro will position the brand."
For more on Hasbro’s 100th anniversary, check out The Toy Book‘s 2023 Toy Fair issue, available Sept. 30.
