Board game fans can now add tea towels, mugs and aprons to their collections after Artico released a range of licensed Monopoly and Cluedo products.
Launched at Reed Gift Fairs Melbourne in August, the new range was developed by Gift Republic – under license from Hasbro – which is exclusively distributed by Artico in Australia and New Zealand.
Buyers at the fair were drawn to the range because of its iconic status and nostalgic connection. Huw ap Rees, Artico managing director, says the new products helped attract people to his stand.
“They come straight on, put their hands on the products – that’s what physically happens,” he says. “We’ve got a Monopoly tea towel which is exactly the same as the board and we had that out on the table at the front with some mugs on it with ‘go to jail’ or ‘collect $200 as you pass go’ – people just walking on the stand and picking them up and their eyes lighting up. So that’s genuine consumer behaviour even though it’s a trade fair, that’s the way the consumer is behaving which gives us a lot of confidence.
“I think it’s because people grew up with them and that makes a big difference in people’s minds if they’ve got associations within their family for those games, so I think that’s where the link with the brand comes from.”
Current consumer awareness is strong for Monopoly with McDonald’s pushing the game earlier this year and a Sydney version released last year. Rees says retailers’ interest in the licensed products shows they’re willing to take on brands that already have a strong following.
The Monopoly and Cluedo ranges were popular across the industry with not only general giftware stores stocking up but kitchenware and toy stores placing orders as well.
“Especially if they’re selling the board games themselves, putting the gifts together with the board game gives them the opportunity for a brand display on Monopoly or Cluedo which is extra sales and also something to attract people.”
