Brown Inc to spell out new Scrabble identity

Brown Inc has been appointed by games giant Mattel to redesign Scrabble, the world’s best selling word game. The brand identity is also under review.

Together with its sister consultancy Added Value, Brown Inc is developing a new brand positioning for the game as well as a more modern design for all nine international versions of Scrabble. The game is currently sold in 121 countries in 30 languages, including Braille. Over 100 million sets have been sold since it was launched in 1948.

Sales of Scrabble have more than doubled since Spears Games, Scrabble’s parent, was acquired by Mattel in 1994. “This is a major initiative for Mattel to broaden Scrabble’s appeal and to attract new players to the brand,” says Paul McGarry, director of marketing at Spears Games Divisions.

Brown Inc associate director Don Landers says, “Scrabble’s problem is that 53 per cent of households own a game, but it’s seen as a little serious and wordy – it needs to be rediscovered in many ways. Scrabble hasn’t done this for 12 years, so it’s a big initiative. The identity needs to be more distinctive.”

Brown Inc won the pitch against three rival groups. Plans for the new positioning and design will be released early in the New Year and will incorporate the pack, the board and presentation of the rules. “We are about to do some qualitative research into four positionings and will then produce a design brief,” explains Landers. “I think we have a client that is willing to be persuaded on a more radical design.”