In a world-first, Mattel has created a country specific version of the classic board game Scrabble.
Launching in Australia this September, the new Aussie Scrabble edition celebrates Australia’s quirky deviations from the English language with an all-Aussie slang glossary featuring the country’s localised lingo.
In partnership with Australian airline, Jetstar, Mattel took to social media to crowd source the best slang words from across the country for potential inclusion into the final glossary. More than 20,000 submissions via the Jetstar Facebook page were put forward, with words such as ‘arvo’, ‘crikey’, ‘biffo’, ‘shonky’ and ‘cozzie’ forming the official word glossary.
Jacinta Whitehead, Mattel senior marketing manager, says the launch of Aussie Scrabble will drive renewed interest in the game and stimulate sales in the category.
Jacinta commented: “Scrabble is our hero board game and is perennially popular. In launching this special Aussie edition, we’re appealing not only to Scrabble aficionados but a whole new audience of Scrabble players. It’s fitting that this innovation comes from a country whose slang is truly unique and a language in its own right. Australian Scrabble players will rejoice in the Aussie edition that rightfully includes a new, homegrown glossary to challenge them further.”
Mattel worked closely with the Australian Scrabble Players Association on the localised vocabulary to ensure the additions added to the appeal of the board game. The launch of Aussie Scrabble continues a run of localised innovation from Mattel Australia with recent standouts including Barbie by You; VJunior cinema.
Aussie Scrabble will be launched at an event with Jetstar on 14th September in Melbourne. The Jetstar partnership will continue post-launch with iconic landmarks and animals featured in the game brought to life on selected Jetstar flights.
Aussie Scrabble will be available through Big W, Target, Toys R’ Us and Myer in the lead up to Christmas – a key buying time for board games.