Scrabble goes for younger look

Scrabble, the Mattel-owned games brand, is having a major makeover for the first time in 12 years. The aim is to widen the popular board game’s appeal to include more children; its current core market is 35- to 55-year-olds.

Scrabble, the Mattel-owned games brand, is having a major makeover

for the first time in 12 years. The aim is to widen the popular board

game’s appeal to include more children; its current core market is

35- to 55-year-olds.



Mattel has appointed London design firm Brown Inc to come up with a new

look in time for Christmas 1999. A number of ideas are under

consideration, such as using different colours on the board and changing

the plastic tiles to wood. The relaunch will be accompanied by ads

through Ogilvy & Mather.



The toy firm is also looking at a number of brand extensions which may

include a Scrabble-branded dictionary or a branded magazine. A Scrabble

CD-ROM will be launched next year.



Paul McGarry, director of marketing at Mattel’s Spears Games, said:

’This is a major initiative to broaden Scrabble’s appeal and to attract

new games players to the brand. We won’t tamper with the fundamentals,

but will keep it fresh and up to date.’



Over 100 million sets of Scrabble have been sold since Alfred Butts

invented the game in 1948. It is one of the top two games brands in the

UK alongside Monopoly.



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