Scrabble Brings Letters and People Together in Global Campaign

  • November 15, 2012
  • Latest Work

Scrabble Letters and People introduces characters P, Q and Blank.

November 15, 2012 - Mattel is launching for Scrabble a new global brand advertising campaign this month -- its first in four years. Mattel awarded San Francisco-based ad agency Pereira & O'Dell its games business earlier this year which includes Scrabble, Uno, Apples to Apples and Pictionary, among others.

The broadcast, social and online ad campaign features Scrabble characters "P", "Q" and "Blank" who struggle with their worth as part of words. In one campaign a Lonely Q tries to find letters he can be next to, while in another spot, Blank is a self proclaimed man of the world with infinite possibilities.

"This quirky campaign assigns personality characteristics to Scrabble tiles which is a new twist in how we have marketed the game previously," said Liz Grampp, Director of Marketing at Mattel.

"Mattel has a history of recognizing and celebrating trailblazers in business. When it came to the concept of the Scrabble campaign we thought, why not recognize the tiles?" said PJ Pereira, Chief Creative Officer at Pereira & O'Dell. "The new campaign brings the tiles to the forefront."

The spots will begin appearing this month in France, Latin America, Spain Germany and Mexico with several social extensions that will continue online throughout 2013 at Additionally, a documentary-style short film featuring P, Q and Blank will accompany the campaign online.

Scrabble game was invented in 1931 by Alfred Butts who translated his lifelong love of crossword puzzles into a physical board game. Scrabble is sold in 121 countries, and there are 29 different language versions available. The board has 100 tiles, 225 squares, a multi-colored board and millions of fans of all ages around the world.

SCRABBLE and associated trademarks and trade dress are owned by, and used under license from, J.W. Spear & Sons Limited, a subsidiary of Mattel. ©2012 Mattel. All Rights Reserved.

For more information, contact Molly Parsley at 415-696-7757 or

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