By Gary Symons
TLL Editor-in-Chief
Hasbro and the British insurance company Aviva have partnered on Menopause Monopoly, a reimagining of the classic board game designed to spark open conversations around menopause.
The unique partnership was brokered by entertainment licensing agency Born Licensing, and the new game was developed by Saatchi & Saatchi as part of Aviva’s wider menopause awareness campaign. Born Licensing says Menopause Monopoly uses the familiar mechanics of the iconic board game to explore the physical, emotional, and financial realities of menopause.
The campaign also brings together OMD UK and Channel 4, with an original branded entertainment film featuring Kerry Godliman, Anna Richardson, and Fats Timbo.
Julia Kamoda, Global Director of Promotions & Partnerships at Hasbro, explained that Monopoly’s ability to bring people together was at the heart of the project.
“Monopoly has brought people together around the table for generations,” Kamoda said. “We’re pleased to see its familiar board and gameplay reimagined by Aviva to help open up conversations about menopause.
“It’s a thoughtful example of how a game people know can give them a new way to talk about real-life experiences.”
With its instantly recognisable gameplay, board design, and references to money, property, and life decisions, the partners say Monopoly provided a natural creative platform for a campaign exploring how menopause can affect different aspects of everyday life.
The bespoke game features reimagined spaces on the board, including Self-Care, Missed Promotion, and Financial Worries, alongside adapted Chance cards and player tokens reflecting real menopause experiences.
By using the familiar language and mechanics of Monopoly, Aviva and Saatchi & Saatchi say they were able to create an accessible and engaging way to approach a subject that can be difficult to discuss.
The bespoke board was created exclusively for the campaign and will not be available for consumer purchase.
As Hasbro’s licensing agent for advertising and marketing collaborations, Born Licensing worked closely with the parties involved to bring the collaboration to life, managing the licensing process from start to finish. Born Licensing’s role included facilitating discussions between Hasbro and the campaign stakeholders, managing commercial negotiations and contractual arrangements, and overseeing the creative approvals process to ensure the Monopoly IP was represented appropriately throughout the campaign.
Given the bespoke nature of Menopause Monopoly, the project required close collaboration between the creative teams and Hasbro to adapt the iconic game for a new purpose while remaining faithful to the recognisable elements of the property.
“Monopoly has always been a game about money, property, and the big decisions life throws at you, which is exactly why it works so well here,” said Born Licensing CEO David Born. “Aviva and Saatchi & Saatchi saw that a board most of us grew up with could open up a conversation that many people still find hard to start.”
The campaign launched on Oct. 7 and runs until the end of the year across Channel 4’s linear, streaming, YouTube, and social platforms.
At its centre is “Games Night,” an original long-form branded entertainment film created in partnership with Channel 4, featuring Kerry Godliman, Anna Richardson, and Fats Timbo.
The characters use Menopause Monopoly as a starting point for candid conversations about their experiences, combining humor, personal stories, and honest reflection to explore the realities of menopause.
The campaign forms part of Aviva’s broader commitment to supporting people through key life moments, alongside its Talk Menopause with Aviva information hub and menopause support services.
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