Instead of playing for the best real estate cards, Monopoly players can now compete to see who owns the world’s largest brands. Earlier this year, longtime toy manufacture Hasbro introduced Monopoly Empire, which is a modern version of its trademark board game.
The new edition swapped out classic real estate names with major branded companies – Samsung replaced Park Place and Coca-Cola for Broadway. Instigating a battle of the brands, Monopoly Empire features brands like Yahoo, eBay, JetBlue, Beats Audio, and a good handful of others.
Players can now finish a round within 30 minutes. The company shortened the length of the game to target the younger generation. Instead of using classic tokens, such as the boot, dog, race car, battleship, new ones were also introduced to enhance the overall experience. Hasbro introduced a Ducati motorcycle, Coca-Cola bottle, X-box controller, McDonald’s french fries, an improved race car, and a clapperboard.
Receiving mixed reactions, this new version is struggling to win the hearts of adult customers who are worried about the message the Hasbro is trying to send. The word “brand” or “branded” is used 8 times in just 200 words. It appears that parents are concerned about their child’s early exposure to brand names and the negative influences associated with branding.