Scrabble unveils charity variant

Mattel is launching a pink version of its Scrabble game in a tie with the Breakthrough Breast Cancer charity.

Pink Scrabble will be rolled out in retailers from mid-September with Mattel making a donation to the charity for each game sold.

It is the first time since the game's launch in 1948 that its red-and-green branding has been altered. The logo, box, tiles and tile racks will all be coloured pink.

The launch will be supported by media and in-store activity to ensure the product has a premium presence. The promotional work is being handled in-house.

Mattel plans to run a celebrity campaign, though it is yet to reveal who will be involved. However, it did say that Kylie Minogue, who was diagnosed with breast cancer last year, is a Scrabble fan.

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content