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The deal, brokered by MindShare, between Mattel and Viacom Brand Solutions will last six weeks until Christmas.

Scrabble credits, created by Ogilvy & Mather, will feature at the start and end of all episodes, which appear several times a night.

Daniel Salem, commercial director, Viacom Brand Solutions said: “Frasier is a natural fit for the Scrabble brand and the sponsorship is very timely.

"Paramount Comedy delivers a high proportion of ABC1 viewers and monthly it delivers 4.5 million 18-44 year olds, making it an ideal sponsorship partner for Scrabble in the pre-Christmas sales period.”