Remember the nostalgic allure of Monopoly from your childhood? Dice rolling, tokens moving, and you could travel around the world with ease. Nowadays, Monopoly has expanded to introduce corporate customizable editions that are igniting a revolution in the realm of bespoke gifts. Numerous companies and brands are seizing this opportunity, crafting tailor-made Monopoly gameboards for brand promotion, anniversary gifts and high-impact marketing campaigns.
Subtitle:Heineken’s 150th Anniversary Celebration Redemption Gift
In a recent event celebrating the 150th anniversary of Heineken (Taiwan), all eyes were on the spotlight-stealer – the “Heineken Bespoke Monopoly Gameboard”.
This bespoke masterpiece, curated by Heineken (Taiwan) in honor of their 150th anniversary and produced in collaboration with Matrix Promotion Ltd (the exclusive distributor of MONOPOLY gameboards in Greater China), retains the classic essence of Monopoly while infusing it with a fresh, innovative design, brimming with charm and excitement.
Ray Leung, Managing Director of Matrix Promotion Ltd., revealed that his company has received more than 50 orders from various places since 2020, and this number is still growing. Last year witnessed their debut in Mainland China, a market full of challenges as well as high potential. They look forward to forging partnerships with more mainland businesses and brands in the foreseeable future.
In addition to the Bespoke Monopoly gameboards, many brands and companies have started planning other activities to attract fans and increase their own products’ richness and visibility, leveraging the associated effects of the Monopoly IP.
Subtitle: Monopoly Elements Seamlessly Blend into the Fashion World
Earlier, the fashion sports brand PUMA made a similar attempt. PUMA collaborated with the Chinese independent designer brand STAFFONLY and the classic game Monopoly to launch a brand new three-party joint series. Drawing inspiration from the classic desktop game design totems of Monopoly, this new joint series combines PUMA’s sports genes with STAFFONLY’s unique visual narrative style, creating a series of retro trendy works including jackets, woven jackets, hoodies, suspender skirts, and shirts.
Similarly, the popular fashion brand EVISU has also made attempts earlier, with joint chessboards and joint clothing, inviting a group of celebrities to take photos and share their outfits, winning more public favor for the brand.
Subtitle: The Principle Bought the Monopoly License to Customize campus gameboard for wealth management education
Fung Lai Wing is an educator from Hong Kong who, after retiring from his position as a principal in 2020, continues to devote himself to the field of education. He advocates for a fun and innovative approach to education and has personally designed a campus version of Monopoly to promote gamified learning in Hong Kong.
In this game, the tokens represent student water bottles, backpacks, school buses, shoes, and more. The landmarks on the board are transformed into classrooms and special rooms, and paying taxes is replaced by penalties for tardiness. The “Chance” cards are now “Extracurricular Activity Cards,” incorporating coding competitions, inter-school music festivals, and other aspects of elementary school life.
Subtitle: Monopoly Go Green—Balancing ESG and Corporate Performance”
At last month’s Shenzhen International Licensing Expo, Matrix Promotion Ltd. showcased a special product for the first time – Monopoly Go Green. This edition uses wooden dice, wooden HH(houses and hotels), and FSC-certified paper, all made from renewable resources.
By introducing concepts such as renewable energy, the game aims to promote sustainability among players and establish a green world using these principles. Departing from its traditional monopoly-centric gameplay, this version encourages players to think beyond their own interests and consider global structural issues.
With the continuous surge in environmental awareness both in mainland China and globally, they hope to use this uniquely creative and environmentally conscious product to open the doors to the mainland market.
