“The possibilities are endless!”: Hasbro’s Marianne James discusses brand plans for MONOPOLY’s 90th

Marianne – lovely to check in! So, MONOPOLY at 90! Before we dive into some partnerships, what makes this brand an exciting one to work on licensing-wise?
Hi Billy! It’s always great to chat with you! Celebrating MONOPOLY’s 90th anniversary is such a huge moment for the brand, and it’s incredible to reflect on its journey. MONOPOLY is more than just a game – it’s a global phenomenon that has been part of people’s lives for generations. That storied legacy makes working on its licensing such an exciting opportunity. We’re not just collaborating on products; we’re helping to shape the way people experience MONOPOLY in fresh, innovative ways. Whether it’s through new pop culture editions, digital experiences or even fashion collaborations, the challenge and excitement come from staying true to the brand’s timeless fun while also pushing boundaries and connecting with fans in new ways.

The game is so ubiquitous – I imagine when people think ‘board game’, they think MONOPOLY. What kind of opportunities does this sort of mass awareness present to you and the team?
MONOPOLY is one of those rare brands that nearly everyone knows, and that massive awareness opens doors to some amazing opportunities. The fact that so many people already know and love the game means we can think beyond the traditional board game space and get creative with a variety of industries – fashion, sports, entertainment, you name it. The possibilities are endless!

“The beauty of MONOPOLY is that it’s incredibly adaptable – it can be reimagined through various partnerships without losing its essence.”

When the brand is so well-known, and has so many recognisable elements, how would you describe the challenge of surprising consumers with MONOPOLY?
It’s definitely a balancing act! MONOPOLY is a 90-year-old brand, so its core elements are classic and timeless, but we’re always looking for ways to reinvent the experience and keep it exciting. The beauty of MONOPOLY is that it’s incredibly adaptable – it can be reimagined through various partnerships without losing its essence. A great example is MONOPOLY SCRABBLE, a brilliant crossover we created alongside Winning Moves that combines the strategy of MONOPOLY with the wordplay of SCRABBLE. Fans love this clever twist on the classics.

We also have over 300 unique tabletop editions, including pop-culture titles like Family Guy, Grey’s Anatomy and RuPaul’s Drag Race and The Beatles – proving there really is a MONOPOLY for everyone. Collaborations that offer something new while staying true to the brand’s themes of friendly competition, strategy and a little bit of villainy are always exciting to explore.

Historically, are there any partnerships that come to mind that have been important milestones in the brand’s licensing journey?
With 90 years of history, it’s hard to choose just a few, but there are definitely some standout moments in recent years. One of the biggest has been the launch of the MONOPOLY GO! app with our partners at Scopely. Released in 2023, MONOPOLY GO! has been an absolute game-changer, offering a fast-paced, mobile-first version of MONOPOLY with daily rewards and quick gameplay. It’s a huge hit with over 11 million daily active users, which shows just how MONOPOLY can evolve with new generations of players.

Another big moment was the opening of the first MONOPOLY LIFESIZED experience in London with Path Entertaiment Group. This immersive experience lets fans step into a giant, interactive MONOPOLY game, and it’s been a huge success. Since then, we’ve expanded with a permanent location in Riyadh and a touring experience across the U.S. These immersive experiences offer fans a whole new way to engage with the brand.

And, of course, we’re thrilled about our deal with Lionsgate and Margot Robbie’s production company LuckyChap for a MONOPOLY movie. This is a huge step forward for the brand, bringing the iconic game to the big screen. It’s another opportunity to expand MONOPOLY’s presence in pop culture and introduce it to new audiences. All of these milestones show just how much MONOPOLY continues to evolve, while staying connected to its roots.

“We’re thrilled about our deal with Lionsgate and Margot Robbie’s production company LuckyChap for a MONOPOLY movie.”

Yes! The movie sounds exciting. Is that indicative of the kinds of fresh partnerships you’re looking to strike for MONOPOLY?
We’re always working on exciting new collaborations, and there’s a lot coming up that I can’t wait to share! As we continue to explore fresh partnerships, we’re particularly focused on experiences that expand MONOPOLY beyond the board – whether through digital innovation, immersive experiences, or partnerships in unexpected industries. The anniversary year has really opened up opportunities to push the brand’s boundaries and bring MONOPOLY to new heights.

There’s plenty of strings you can pull at with MONOPOLY – the board design, the tokens, Mr. Monopoly. Do you get the feeling it’s a brand that designers at licensees like to create for?
Absolutely! A brand like MONOPOLY is a designer’s dream. From the board design to the tokens, designers have a lot of creative freedom to reimagine elements in ways that feel fresh, but still keep the heart of the game intact. We’ve seen some incredible designs over the years — from unique token styles to new ways of packaging the game. It’s also a brand that people feel connected to emotionally, so working on a MONOPOLY edition can be both a fun challenge and an opportunity to do something really special.

“We’re exploring new and unexpected collaborations that challenge traditional perceptions of the game.”

Does this anniversary year give you license to do deals that ‘push the brand’s boundaries’ in any way?
Definitely! The 90th anniversary feels like a natural moment to celebrate where MONOPOLY has been but also usher it into a new era. We’re exploring new and unexpected collaborations that challenge traditional perceptions of the game. For example, we’ve been looking at digital and experiential opportunities that go beyond the board game itself – creating new ways for fans to engage with MONOPOLY in the digital space. It’s about finding ways to surprise people and keep the brand feeling as fresh as ever.

Marianne, I have one last question! What’s your go-to token when playing MONOPOLY?
I’m a classic player, so I always gravitate toward the thimble. It has a certain charm and nostalgia for me, and I love how it represents the history of the game. Plus, it’s always been a bit of an underdog in the token world, and I love that!

Ha, it does feel like the underdog token doesn’t it! Good to see some love for it here! Thanks again Marianne.