Hasbro and Heinemann celebrate airport moments with MONOPOLY

Global toy and IP company Hasbro has teamed up with travel retailer Heinemann to turn airport moments into memories with a MONOPOLY-themed campaign. 

This partnership aims to commemorate the iconic board game's 90th anniversary across Sydney, Kuala Lumpur and Hong Kong airport locations this summer. It runs from 25 July to 30 September in Sydney, and 15 July to 16 September in Kuala Lumpur and Hong Kong.

In conversation with MARKETING-INTERACTIVE, a spokesperson from Heinemann said the partnership aims to deliver unforgettable experiences and value-added benefits to travellers, through traffic-stopping activations that harness the iconicity of MONOPOLY. "From eye-catching installations, interactive touchpoints to gifts, every element is designed to spark joy and drive penetration to our stores."

Just in time for the school holiday travel season, the interactive retail activations, positioned at high-visibility areas of Heinemann’s international duty-free stores, reward travellers with shopping vouchers, free gifts and lucky draw raffle tickets, combining value and engagement to drive interest.

A range of top-tier brands from across Heinemann’s extensive assortment also participated by sponsoring gift items as part of the activation in selected markets. Combining a sense of play that appeals to families with Heinemann’s goal to turn travel time into valuable time, the concept revolves around Mr. Monopoly urging everyone to embark on their next adventure and start collecting memories around the world.

These ideas are realised in a fitting visual, where iconic global landmarks are featured alongside the chance-giving dice. Unlike the real board game, there will be no paying rent - each player will win a prize with every roll, with no prior purchase necessary to play. Passengers travelling between different Heinemann locations can also experience a seamless and complementary experience from origin to destination.

“Our promotion with MONOPOLY brings to life our commitment to delivering unforgettable experiences for travellers, creating moments of play and excitement from the very beginning of their trip,” commented Johannes Sammann, Heinemann Asia Pacific CEO. “It is critically important to capture passengers’ attention in the limited time they have in transit, which is where engaging, experience-led partnerships like this come in.”

“MONOPOLY is one of the most recognisable and beloved brands in the world, and this promotion with Heinemann celebrates its rich legacy in a uniquely global way,” said Matt Proulx, senior vice president, global experiences, partnerships and music at Hasbro. “Together, we’re creating fun, memorable experiences that resonate with travellers of all ages, tapping into the spirit of play that has made MONOPOLY a cultural icon for 90 years.”

To drive reach and in-store penetration, this exclusive campaign strategically leverages a high-impact partnership during peak travel season, combining interactive, family-friendly activations with compelling value offers—such as storewide vouchers, free gifts, and lucky draw incentives—to convert footfall into spend.

The campaign is supported by a robust 360-degree media approach, integrating in-store, digital, social, and out-of-home channels. Campaign touchpoints and content are strategically activated across the traveller’s journey — from pre-trip planning to in-trip engagement — to inspire footfall to the stores.

This campaign is also promoted via platforms including location-based targeting solutions, online travel agencies (OTAs) / service providers’ display media solutions, last-mile advertising platforms, search advertising, out-of-home media, and in-store retail media.

In terms of returns on investment (ROI), the spokesperson said this campaign is designed to increase penetration and drive spend through attractive vouchers and lucky draw chances, with ROI measured via sales uplift, redemption, and engagement (digital and in-store) metrics across interactive activations and key touchpoints.

Don't miss: The classic Monopoly set just got a Malaysian makeover

In celebration of its 90th anniversary, the iconic board game is rolling the dice on nostalgia and local flair. Back in May, Hasbro unveiled a brand-new classic MONOPOLY Malaysia edition, complete with modern visuals, bigger tokens and landmarks unique to the country.

Alongside the refreshed local board, the company also released three creative expansion packs designed to turn game night into a whirlwind of chaos, crime and cash, Hasbro shared in a statement.

The new classic edition celebrates Monopoly’s longstanding global success, which includes more than 275 million copies sold across 103 countries. Translated into 47 languages, the game has become a cultural mainstay for generations.

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