National Lottery operator Camelot is to break with long-running partner Hasbro to launch a scratchcard lottery game with rival games-maker Mattel.
The game, themed around Mattel’s boardgame Scrabble, will be launched next week supported by a television, print and poster ad campaign. The game will offer a top prize of £60,000.
The ad campaign, which will feature people running through the streets of London shouting their winning word combinations, will break before the start of Camelot’s forthcoming “Lady Luck” marketing campaign later in August.
Camelot confirmed the £12m ad direction this week, although it was exclusively revealed in Marketing Week following the appointment of Abbott Mead Vickers. BBDO at the beginning of this year (MW January 22).
Camelot has turned to Cold Feet actress Fay Ripley to play the part of “Lady Luck”, having been unable to secure the services of first choice Whoopi Goldberg. Ripley will appear with Graham Norton.
The Scrabble scratchcard is Camelot’s first deal with Mattel, although the operator has launched a number of boardgame-themed products including Monopoly and Twister with Hasbro.
Rupert Staines, senior director of Hasbro Properties Group, says the company will continue to work with Camelot, with possible plans for a Cluedo-based game later this year.
Staines adds: “Hasbro would be naive to think that we had exclusivity with Camelot. It is an important brand extension for us. When the consumer walks into the store, we want them to choose our games.”