“We’ve got some exciting things planned!” Hasbro’s Brian Baker on celebrating 90 years of MONOPOLY

Brian, I’m delighted to catch up with you. This is our first time chatting, so before we dive into all things MONOPOLY, can I ask whether a career in games was always on the cards?
Games have always been an important influence in my life… MOUSE TRAP inspired me to study mechanical engineering and getting an MBA made me better at MONOPOLY! What I didn’t realise is that both would be good preparation for a career in games!

Good answer! Now, MONOPOLY celebrates its 90th anniversary this year. Why do you feel the game – and brand – has endured for such an impressive stretch of time?
It’s a combination of things. MONOPOLY has this incredible staying power because it taps into something universal – competition, strategy and the excitement of the game itself. For generations, it’s brought people together, whether around the family table or in more modern formats like apps. But it’s also a brand that’s never stood still. Over the years, MONOPOLY has adapted to new trends, new technology and even cultural shifts, while staying true to its essence. That’s how you stay relevant for 90 years! The brand just keeps evolving, but the heart of the game – the fun, the strategy, the thrill of the win – has stayed consistent.

“MONOPOLY has this incredible staying power because it taps into something universal…”

You’ve been involved in the launch of several MONOPOLY iterations in your time at Hasbro so far. How do you approach the balancing act between introducing something new and retaining the essence of what makes MONOPOLY popular?
It’s always about finding the right balance. MONOPOLY’s core DNA is very strong – strategy, competition, a little bit of villainy – and that’s what we need to preserve. But then, we also need to keep the brand fresh and exciting for new audiences. So, we approach it by introducing new editions and features that play off the game’s timeless appeal, while experimenting with new mechanics or themes that resonate with today’s players. It’s about staying true to what people love about MONOPOLY but always looking for ways to make it feel relevant, fun, and engaging for different generations.

One new set of launches is the MONOPOLY expansion packs. They sound terrific! Can you talk me through the origins of these?
Absolutely! The expansion packs came about because we wanted to give players a new reason to play the MONOPOLY games they already own. The idea was to build on the classic game but allow for different ways to enjoy it. We’ve added elements like new tokens, house rules and unique twists that bring fresh dynamics to the game. It’s all about enhancing the core experience and keeping things exciting, whether you’re a MONOPOLY superfan or a casual player. We’ve seen such positive feedback, and it’s been fantastic seeing how the expansions are being embraced by fans. The expansions also speed up play for busy families who need a quick break from daily life.

“It’s all about keeping things fun, engaging and unexpected.”

Do you think this approach – fun bolt-ons that transform the familiar experience – could also work for other Hasbro classics?
Definitely! The MONOPOLY expansion packs have proven that adding new layers to a familiar experience can create a whole new dynamic. We’re always looking at our other brands and considering how we could bring something similar to the table. Whether it’s through new elements, gameplay twists, or themed editions, we’re always thinking about how to evolve the classics in a way that feels fresh – but still respects what people love about them. It’s all about keeping things fun, engaging and unexpected.

The core MONOPOLY game has also enjoyed an upgrade, with fresh storage solutions, updated money designs and larger tokens. Can you talk me through the thinking behind some of these tweaks?
When we think about the core game, it’s always about improving the player experience from the moment they remove it from the shelf to packing and storage. For example, the new storage solutions make it easier to keep everything neat and organised – something that’s particularly important when you’re playing with all the game pieces, cards and money. The updated money design adds a modern touch while keeping the classic feel, and the larger tokens make them feel more valuable and premium.

How often do you plan in these kinds of upgrades?
It really depends on the evolution of the brand and fan feedback. We want to make sure that each update feels meaningful and enhances the gameplay, not just for the sake of it.

Looking ahead for the rest of the anniversary year, what other launches can you tell us about for MONOPOLY?
We’ve got some really exciting things planned! We’re celebrating MONOPOLY’s 90th anniversary in a big way, so fans can expect more special editions, collaborations and immersive experiences. We’re also exploring ways to bring new versions of MONOPOLY into the digital space, so stay tuned for more exciting announcements in that area. It’s a fantastic year to be a MONOPOLY fan, and we’re excited to keep surprising people with fresh and fun ways to play.

“Inventors play a crucial role in keeping the MONOPOLY brand fresh and exciting.”

For any inventors reading, what sorts of innovations should they be bringing to the Hasbro Inventor Relations team for MONOPOLY? And how important generally are inventors to the brand?
Inventors play such a crucial role in keeping the MONOPOLY brand fresh and exciting! We’re always looking for innovative ideas that stay true to the essence of the game but push the boundaries of what’s possible. Whether it’s new gameplay mechanics, unique twists on themes, or even unconventional ways to experience MONOPOLY – we’re open to new ideas. The key is to think about how to innovate while maintaining the core elements that make MONOPOLY so beloved. Inventors bring that spark of creativity that helps us continue to evolve the brand in new and exciting directions.

Away from brand new launches, what have been some of your favourite MONOPOLY iterations that you’ve been a part of?
MONOPOY: Harry Potter Edition and MONOPOLY: Wicked Edition have been a lot of fun to create because those are both very popular properties with the Baker family! Although in my role it’s important to let the design experts do their job, rather than constantly share my opinion like any super-fan would!

Brian, this has been fun. I have one last question… What’s your go-to token when playing MONOPOLY?
Ah, great question! I’ve always been a fan of the racecar. It’s sleek, fast, and just feels like it’s gonna to win the race… Plus, I love that it’s a classic token that represents the city streets. Definitely my go-to for making it to the top!

Good choice! Thanks again.