“It’s about finding that sweet spot”: Hasbro’s Katie Frame on respecting tradition while innovating to keep MONOPOLY fresh

Katie, it’s great to catch up. MONOPOLY celebrates its 90th anniversary this year. Creatively speaking, what makes it an exciting brand to design for?
Thanks, it’s a pleasure to chat! MONOPOLY is such a brilliant brand to work with because it’s one of those timeless classics that everyone knows, but it’s also so versatile. It has this unique blend of nostalgia and modern-day relevance that makes it really fun to design for. You can pull from all its iconic elements – the board, the tokens, Mr. Monopoly himself – but there’s always room to play around with new ideas and breathe new life into the brand… And of course, we always love to collaborate on something a little unexpected!

“We work hand-in-hand with creative agencies to keep MONOPOLY feeling fresh and exciting.”

How important is your engagement with creative agencies when it comes to keeping this 90-year-old IP fresh, relevant and exciting for licensees?
It’s absolutely vital! We work hand-in-hand with creative agencies to keep MONOPOLY feeling fresh and exciting. Agencies bring a lot of creative energy and new perspectives, which is key to keeping the brand evolving. They help us find new ways to appeal to different audiences – whether that’s younger fans, fans of pop culture or digital natives. The collaboration ensures we’re staying relevant, while still keeping the core MONOPOLY values intact. It’s that mix of tradition and innovation that makes the magic happen.

Are there any recent style guides you would point to that do interesting things with the brand?
Oh, for sure! One that springs to mind is our latest MONOPOLY core asset pack developed by Marisa Morgan and Eric Gamache in our LCP Central Creative Team. It contains treasured icons reimagined with the new, vibrant board game palette, witty storytelling brought to life with oversized prints, unexpected placements and playful editorial – all anchored by the timeless charm of our newly illustrated host, Mr. Monopoly. The overall look has a more contemporary feel yet stays true to the classic style we know and love. We can’t wait to see it on product!

Coming down the line, we also have some beautiful new opulent trend assets in our ‘Mon-opulence’ guide! It’s a take on modern art deco with a luxe streetwear feel featuring a rich colour palette and pops of gold… Perfect for Apparel, Accessories and Home.

Looks terrific! When you have a brand that’s rich in recognisable iconography, does that give you a bit more freedom creatively to play around with things? Or can it be ‘daunting’ to work on a classic like this?
It’s a bit of both, to be honest! On one hand, it’s a dream because those elements are so familiar and beloved. It gives us a solid foundation to work with, and we can have a lot of fun reimagining them in fresh ways. On the other hand, it can be a bit daunting because people have such a strong emotional connection to MONOPOLY – you don’t want to mess with what’s already perfect! But that’s what makes it such an exciting challenge. It’s about finding that sweet spot… Respecting the brand’s legacy while still keeping it feeling fresh, new and exciting.

“We have some beautiful new opulent trend assets in our ‘Mon-opulence’ guide!”

Is there a playful brand extension that you would point to as being a good example of how creative licensees can be with MONOPOLY?
We have had some great collaborations over recent years and have some great upcoming brand extensions for all consumer demos. We love how popular MONOPOLY is in fashion and the recent release of Nike LeBron James x MONOPOLY Sneaker range is a great example. It’s a look that is both iconic and fresh, leaning into bright pops of colour and key iconography.

Hasbro has plenty of long-standing IP hits – why do you feel this brand has endured for so long?
I think it comes down to how universally loved the game is. Everyone knows it, everyone’s played it, and it’s something that brings people together – whether it’s family game night, hanging out with friends, or playing digitally with people around the world. And what’s really special about MONOPOLY is how it’s always evolving to keep up with the times. We’ve got over 300 unique editions, mobile apps, digital experiences and so much more. The brand stays fresh because we’re constantly finding new ways for fans to engage with it, but we always keep the heart of the game intact. That’s what keeps people coming back.

Finally, what’s your go-to token when playing MONOPOLY?
Ah, good question! I’ve always been a fan of the top hat. There’s something about it that feels quite dashing and of course it’s owned by the host of the game himself, Mr. Monopoly. Plus, I like to think it adds a bit of class to my game strategy!

Absolutely! A classy pick! Thanks again Katie, always a pleasure!