Maxx Group Partners with Hasbro, MTR Corporation

Maxx Group Global has launched a multi-faceted program to market a special edition of Hasbro’s long-established Monopoly board game as a Mass Transit Railway Corporation (MTR) themed board game. 

The news comes as Maxx Group announced it has secured a marketing promotions campaign by aligning two of its business units, Maxx Marketing (marketing promotions) and Licensing Matters Global (licensing). 

The MTR Edition Monopoly board game incorporates a blind box ticket set and elements from the board game and MTR’s Hong Kong’s rail network.   

Taking players on a rail journey, the MTR special edition turns the board spaces into consumer-recognizable stations, depots, shopping malls and mobile networks; traditional “community” and “chance” cards become “community care” and “customer service centre” cards that highlight the community-focused spirit of MTR. Models of MTR trains, title deed cards, “house” and “hotel” tokens have been tailor-made for the MTR version of the game.  

Beyond the board game, there are four versions of the Monopoly Blind Box Ticket Set, each of which contains one ticket and one blind box, along with a figure of Mr. Monopoly dressed as MTR staff and an MTR-sign-inspired token which can be used when playing the board game. The four designs feature Mr. Monopoly as the MTR station master, station officer, station assistant and maintenance staff. Each blind box resembles an MTR train compartment and can be used for storing and displaying tickets. 

Related:‘Monopoly: Barbie Edition’ Announced by Hasbro

This campaign marks the first collaboration between MTR and Hasbro, bringing together the board game with a rail network corporation that is operational in Hong Kong, mainland China, the U.K., Australia and Sweden. 

“We are proud of this collaboration with Hasbro and the seamless collaboration of trademark rights, design and development of an entirely unique and limited-edition MTR Edition Monopoly board game,” says Andrew Kwan, executive vice president, Maxx Group Global. “It brings to MTR passengers and Monopoly fans a unique and entertaining game that is relevant to their daily lives and where they live within the network.”