Hasbro is giving the board game Monopoly a makeover. The company has launched a "Save Your Token" campaign to retire either the race car, iron, Scottie dog, wheelbarrow, shoe, top hat, thimble or battleship. The company is letting fans vote until Feb. 5 for the one they want to keep via the Monopoly Facebook page. The one with the lowest total goes directly — and permanently — to jail.
Fans also can vote for the replacement token: toy robot, helicopter, cat, guitar or diamond ring.
A limited-run "Golden Token" Monopoly ($17.99) arrives in Target stores exclusively in mid-February, and it will be the last edition to have all of the classic tokens and the only set to have all five of the potential new pieces as well. The first Monopoly game to reflect the new token lineup will be released in late summer.
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Monopoly emerged during the Depression, with numerous parties claiming to have contributed key elements to the game that was finally patented by Charles Darrow and sold to Parker Brothers. More than 275 million copies have been produced since the first edition in 1935.
The new tokens are a reflection of Hasbro's desire to freshen the brand, says Jonathan Berkowitz, vice president of marketing for Hasbro Gaming. The company began with about 100 ideas for tokens and whittled the number to five by paying attention to the conversations its 10 million Facebook fans were having about their favorite pieces.