Quality Street and Monopoly collaboration: Overview
- Quality Street is partnering with Monopoly to boost Christmas shopper engagement
- Limited-edition tubs feature Monopoly branding, while specially-designed boards carry confectionery-themed locations
- Partnership targets festive family occasions and at-home entertainment demand
- Brand partnerships help confectionery companies refresh products and reach audiences
- Confectionery collaborations are expected to remain a key growth strategy
Quality Street’s getting into gaming.
The world-famous chocolate maker has teamed up with iconic property game Monopoly to celebrate Christmas. And it’s giving its famous tubs a makeover in the process, with locations like Mayfair and Marylebone replaced by Caramel Swirl Way and Green Triangle Gardens.
Plus it’s giving shoppers the chance to win thousands of prizes along the way.
The collaboration taps into the growing popularity of at-home entertainment during the festive season, positioning Quality Street at the centre of celebrations.
“Quality Street has been bringing people together at Christmas for generations, and we’re always looking for new ways to add a little extra magic to those special moments,” says Beth Lucas, marketing director for Nestlé Confectionery UK & Ireland. “Partnering with Monopoly, another iconic part of family celebrations, felt like a natural fit. We love that the bespoke game board has even been designed with space in the centre for a tub of Quality Street, making it the perfect companion for festive games nights this Christmas.”
Confectionery collaboration trend continues
Quality Street’s Monopoly collab shows just how important collaborations have become to confectionery brands as they seek to stand out in an increasingly crowded market.
From KitKat x Formula 1 to M&M’s x Practical Magic 2, manufacturers are creating limited-edition excitement, driving shopper engagement and generating social media buzz.
And notably, the nature of these types of partnerships is evolving. Rather than focusing on food-to-food tie-ups, such as Haribo x Ritter Sport and Flipz x Dunkin’ as was previously the case, confectionery brands are increasingly partnering with entertainment, gaming, sport and pop culture franchises. This allows manufacturers to tap into highly engaged audiences, extend their reach beyond the confectionery aisle and create campaigns that resonate across multiple channels, from social media and experiential activations to in-store promotions.
They also offer a relatively low-risk way for brands to refresh established products.
Plus they help brands strengthen their association with key consumption occasions, from movie nights and gaming sessions to major seasonal events like Easter and Christmas.
For retailers, they help brands stand out on shelf during the crucial Christmas trading period, encouraging impulse purchases through limited-edition packaging and promotional activity.
As the lines between confectionery, entertainment and popular culture continue to blur, collaborations are expected to remain a key growth strategy.
