Monopoly gets brands on board

Hasbro has launched the latest version of the board game Monopoly Empire. But forget the likes of the shoe, the dog and the top hat, as well as all those unbranded properties, because the games maker has brough onboard a raft of brands to commerialise the old playtime standby. On board are Beats by Dr Dre, Chevrolet, Coca Cola, eBay, Intel, McDonald’s, Nestle nad Paramount Pictures, to name but a few. Hasbro has also cut playing time down to a maximum 30 minutes. ”The game allows kids to create their ultimate dream empire and imagine what it would be like to own the brands that mean the most to them,” says Eric Nyman, global brand leader for Hasbro Gaming.