Scrabble, the classic board game owned by Mattel, is to undergo a revamp in a bid to modernise its image.
The game, last updated in 1988 to appeal to a younger audience, has been modernised with a new look and packaging. The relaunch is being supported by a TV and poster ad campaign through Ogilvy, breaking on November 6 to run for a month.
The redesign was handled by brand identity agency Brown ID, with sister company Added Value taking charge of pre-design activity, such as establishing the brand's positioning and identifying core areas of consumer growth.
It stretches across the brand's range, including Scrabble Original, Deluxe Scrabble, Junior Scrabble, My First Scrabble and Travel Scrabble. Each game's packaging will feature the playing tiles as characters. On Scrabble Original's box, two tiles are shown playing tug of war over the Triple Word Score.
Mattel is aiming to attract new users as well as lapsed and existing players.
Scrabble had international sales of dollars 40m (pounds 27m) during 1998. The new look will be launched across UK and French markets before a wider roll-out in 100 worldwide markets.
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