Magazine article Marketing

Scrabble Turns to TV for Youth

Magazine article Marketing

Scrabble Turns to TV for Youth

Article excerpt

Scrabble is being relaunched with its first TV campaign in a bid to shed its granny image.

Spear's Games marketing director Ray Perry says the aim is to attract a younger audience. "We want to make Scrabble more sexy. The ads will be along the lines of the Levi's campaigns - we want it to become a party game."

The ads, through Ogilvy & Mather, will take a large chunk of Spear's [pounds]2.5m marketing spend for the year - up from [pound]1m last year. The initiative follows the takeover of Spear's by Mattel last August.

In the past, Scrabble has been aimed at the over-45s, but has managed to achieve a 53% household penetration. The ads will emphasise recent additions, such as electronic timers and a raised grid to stop the letters moving.

"We want the game to become more interactive and change the focus away from winning towards having fun," said Perry.

The remaining marketing spend will be split between four other games - Atmosfear, Uno, Mindtrap and the first Barbie game. …

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