The dUCk Group rolls the dice on MONOPOLY tie-up for board game and fashion collection

Malaysian modest fashion brand The dUCk Group has partnered with Hasbro for a limited-edition MONOPOLY board game as well as a collection of scarves and fashion accessories such as bags and keychains. According to The dUCk Group's founder Vivy Yusof, the company is the first Malaysian and modest fashion brand globally to partner with Hasbro on its Monopoly series. Through the game, Vivy aims to inspire individuals to discover and chase after ambitions while cherishing friends and family. "This is not just a nod to diversity but a meaningful representation for the hijabi community", she added.

The game kickstarts with an adventure as students who move on to have their first jobs and eventually travel the world. Building on the sought-after dUCk experience, players get to collect signature dUCk boxes and turn it into dUCk towers in place of the usual houses and hotels. A+M has reached out to The dUCk Group for comment.

The dUCk Group has been creative in engaging consumers. Last year, it tied up with Tealive for a limited-edition dUCk boba lipstick collection featuring five different shades. The shades were named after a boba drink - 70% Sugar, Pudding Please, Brown Sugar, Warm Boba and Extra Pearls. DUCk Cosmetics is also known for other make-up collections including a Crazy Rich Asians range and an X-Men one which were both launched last year.

Separately, The dUCk Group appointed Jacky Hussein last month, former creative group head at Leo Burnett Malaysia, as creative director to lead its strategic vision. With consumers being more inclined to support brands that align with their values, Jacky aims to set and develop impactful campaigns that resonate with dUCk's audience.

Join ourDigital Marketing Asia conference happening from 9 November 2021 - 25 November 2021 to learn about the upcoming trends and technologies in the world of digital. Check out the agenda here.

Related articles:
The dUCk Group scores Jacky Hussein to lead creative direction
Hasbro spotlights inclusivity by dropping 'Mr' from Potato Head name
P&G's push for hijabi representation: Driving the convo with an emoji pack