According to execs close to the situation, the deal is being negotiated separately—from the brand's fall season media buy with the Peacock. The game will appear in more than one episode of the show in October. The deal is being negotiated by Hasbro entertainment marketing shop Alliance, a New York-based Grey Global Group outfit.
%%PULLQUOTE_LEFT%% It would be the latest initiative driven by John Santanella, director of marketing for Hasbro Games, overseeing preschool and children's games under the Milton Bradley banner. "Scrubs," a sitcom set in a hospital, is entering its fourth season this fall and has garnered both solid ratings and critical success, with many TV pundits recently complaining that the series was snubbed by Emmy voters. Operation, a game in which children perform surgery with a pair of tweezers, has been popular for decades.
Execs at Alliance and NBC, as well as Santanella, all declined to comment.
Alliance and Santanella have also collaborated on the launch of Twister Moves, pairing the new game over the past year with Jive Records' artists Nick and Aaron Carter. They also worked on this summer's title tour sponsorship of another teen heartthrob Nick Cannon, also on Jive. That sponsorship will include Hasbro radio, print and TV to drive ticket sales in local markets.