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FYI 02.21.08

Toy Maker Hasbro Locks Up More Hollywood Deals

Published on .

'Monopoly' could be one board game heading to the big screen.
'Monopoly' could be one board game heading to the big screen.
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Following its huge summer success with "Transformers" (worldwide gross: $700 million) and having set up "G.I. Joe" at Paramount Pictures, Hasbro is again taking to the big screen -- and heading to the little screen. The country's second-largest toy maker is embarking on a six-year, four-picture deal with Universal Pictures based on its top-selling board games such as "Monopoly," "Candy Land," "Clue," "Ouija," "Battleship" and "Stretch Armstrong."

Under the terms of the deal, Hasbro will see Universal release a board-game derived movie in 2010 or 2011, with the studio committing to release at least one film a year thereafter. "This deal gives Universal access to some of the greatest brands in the world," Marc Shmuger and David Linde, co-chairmen of Universal, said in a joint statement with Hasbro Chief Operating Officer Brian Goldne.

Separately, Ira Bernstein, co-president of Lionsgate's syndicated TV outfit Debmar-Mercury, told Advertising Age that he has cleared another Hasbro game title, "Trivial Pursuit," as a game show across nearly 90% of the nation's TV markets: News Corp.-owned stations in Baltimore, Chicago, Dallas, Houston, Los Angeles and New York will air "Trivial Pursuit: America Plays" starting this September. -- Claude Brodesser-Akner
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