Taking branded content to a whole new level, or in fact region, FremantleMedia Australia is unleashing the much talked about Family Feud board game in New Zealand.
When the Family Feud board game arrived in Australia there was a huge backlash as it quickly sold out, sending fans into a frenzy. Opportunists were soon raking in a 300% profit after sticking the game on eBay and retailer Games World was left inundated with customer requests from eager beavers.
The “phenomenal” sell-out success of the game soon saw it expanding into a branded product range with the launch of puzzle books and instant lottery scratch tickets. FremantleMedia Australia, format owner and producer of the Network Ten television game show, also tied up with Bauer Media Books to sell 'Word Hunt' books based on Family Feud.
But now, AdNews can reveal that MediaWorks and FremantleMedia Australia have localised a version of the game and upped stakes size-wise on the retailer front by securing The Warehouse as a retail partner. There's also a play-along buzzer app that now accompanies the board game.
Speaking to AdNews, FremantleMedia Australia spokesperson Adrian Motte says it made sense to release the board game in time for the summer holiday break. On questions about past feuds over the Australian edition, Motte says: “Because we have more of an idea on the appetite for the board game based on the Australian success, we have planned ahead with unit numbers produced.”
While Aussies have Grant Denyer's mush to look at, the kiwis have New Zealand comedian Dai Henwood as the show host.
Zara Curtis, general manager of brand partnerships, FremantleMedia Australia, says: “Family Feud has connected with viewers globally and the board game has proved a phenomenal success worldwide.
“Utilising the star power of Dai Henwood, it is sure to be a hit in New Zealand homes, and is the first of many natural brand extensions we will bring to Kiwi families to access Family Feud NZ.”
Family Feud NZ is one of New Zealand's most popular local game shows. The Celebrity and All Star episodes were the top rating prime time local game show content in New Zealand this year. A total of 2.6 million Kiwis have tuned in to watch Family Feud to date.
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