February 7, 2013 Leave a comment
Animal lovers are certain to applaud Hasbro Gaming’s announcement on Wednesday to welcome a cat as the newest token to be added to its classic Monopoly board game.
“Yeah! Cats rules! So I’m gonna need the new version of Monopoly to purr my way to victory,” crowed fan Nadia Didone Baldrighi on Monopoly’s Facebook page after the decision.
In an promotional campaign designed to both update the 78-year-old board game and attract new players, last month Hasbro threw open voting to its 10 million Facebook fans. In the “Save Your Token” poll, fans were able to vote for their most and least favorite tokens for the game, with the winner being added to the game and the loser being sent directly to Monopoly “Jail.”
The cat received the highest number of votes (31%) amongst five potential new tokens, clawing its way to the top over a robot, guitar, helicopter and diamond ring. It will now replace one of the longest-lived tokens, the iron, which has been in use since the 1937 edition of the game.
The race for which game piece would get the sack was a close one, with the iron, wheelbarrow and shoe each garnering only 8% of the total vote. Although Hasbro has not released exact vote tallies, the Monopoly Facebook page reveals that “the wheelbarrow and iron were separated by only about 200 votes.”
During the month-long campaign, several marketers jumped on board to either promote specific tokens or petition for additional choices that reflected their products. Online shoe retailer Zappos lobbied to save the shoe, while Jolly Time Pop Corn Company launched an unsuccessful campaign to get a popcorn piece added to the ballot.
The campaign also attracted attention from PETA, who appealed to Hasbro Gaming to replace the current Scottie dog token with one altered to represent a shelter pup.
Hasbro Gaming Senior Vice President and Global Brand Leader Eric Nyman responded to PETA, saying, “Among the options for the new token is a cat. This token and its design was inspired in part by a cat named Shadow, who was rescued by one of our employees. Shadow recently passed away, so we are thrilled to pay homage to her by using her as inspiration for one of our potential new Monopoly tokens.”
After the votes were tallied late Tuesday night, Vice President of Marketing for Hasbro Gaming Jonathan Berkowitz announced that the game maker will immediately cease production of the iron, although the iron token will still be included in original Monopoly Classic games sold throughout the rest of the year.
The new edition of the board game, in which the iron replaces the cat, is scheduled for release in the summer.
Not all fans were over the moon about the poll’s results. “Got rid of one of my favorite pieces and added my least favorite out of the choices … Thanks a lot!” complained Blake Robertson on Monopoly’s Facebook page.
Those disappointed to see that their choice for new token did not win will be happy to learn that Hasbro plans to release an exclusive limited edition of the game that includes golden versions of all of the new and classic tokens on February 15.
Today’s standard edition of Monopoly sports a car, thimble, boot, Scottie dog, battleship, hat, iron and wheelbarrow game pieces, but the game has undergone several token changes in the past. Other playing pieces retired over the years include the lantern, purse, rocking horse and a sack of money. The sack of money was the winner of a 1998 fans’ choice contest, winning out over a piggy bank and biplane, but was later ousted in 2007.
“Tokens are always a key part of the Monopoly game … and our fans are very passionate about their tokens,” Berkowitz said. “We’re going to keep listening to our fans,” he added, “We’re going to make sure we keep Monopoly current and exciting.”