Hasbro’s Monopoly For Millennials Gets Slammed On The Viral List

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Every Millennial cliché makes its way into Hasbro’s new board game, Tide’s new packaging looks like a wine box, Detective Pikachu is inspiring fan memes and videos, and more of what everyone is talking about on social media this week…

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

1. You Can’t Afford Real Estate In Hasbro’s “Monopoly for Millennials”

Hasbro’s new Monopoly tells Millennials, “Forget real estate. You can’t afford to buy it anyway.” The brand has combined every Millennial cliché into one board game where players don’t pay rent or buy real estate. Instead, they collect experiences that include attending music festivals, doing yoga, eating at a vegan restaurant, and staying on a friend’s couch. Even Mr.Pennybags gets in on the mocking, wearing a participation ribbon on the front of the game and holding a selfie stick on the back. It should come as no surprise that backlash to the board game was swift. While some (particularly older consumers) enjoyed the joke, many were offended by the often untrue generalizations placed on their generation—and the perceived mocking of their dire financial problems. Fortune reports that in a press release, Hasbro acknowledged the “endless struggles and silly generalizations” Millennials face.

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

2. Will Teens Drink Tide Out Of Their New Packaging?

Tide came out with new shipping-and-eco-friendly packaging this week, comparing it to a “shoe box” but the internet saw something else: a wine box. Earlier this year, teens started “eating” Tide pods when memes showcasing their Gusher-like colors went viral. It sparked think pieces from the likes of Salon and The New Yorker, musing on young consumers’ nihilist bent. And, in reaction to the rising toll of teens poisoning themselves, Tide put their product in plastic cases and rolled out an informative campaign. But now they’ve came out…

 
 

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The Newsfeed

Quote of the Day: “Retail should be a facilitator for experience, rather than just selling product.”—Sharmandean Reid, Founder, Wah Nails London (YPulse)

Millennials seeking portable booze are cracking open canned wine. Even though the category still only accounts for less than 1% of the Millennial-favorite alcoholic beverages’ market, Nielsen reports it spiked 69% last year and continues to gain ground. An exec at Delicato Family Wines explains, “Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.” (Wine Spectator)

Summer camps are cropping up to teach kids how to become YouTubers. At I-D Tech Camps, Level Up, and Star Camps, kids can learn all about how to, as the latter puts it, “Become an Internet sensation.” They offer courses in how to create and post videos, from shooting clips to editing audio, and how to build their personal brand. But don’t worry, most are framing YouTubing as a hobby, not a career, and setting kids’ expectations accordingly. (WSJ)

A new bill could change the free-to-play profit model that’s made games like Fortnite top earners. Senators have proposed the official ban of “loot boxes,” or items that players can buy (and sometimes must buy) to win a video game, often gambling on what’s inside. Senator Ed Markey explains that “Inherently manipulative game features that take advantage of kids and turn play time into pay time should be out of bounds.” For some, this will eliminate a key revenue stream and open the door to review other in-game purchases.  (The Verge)

A social media overhaul upped Corn Nuts’ sales by 12%—with no paid support.The snack’s sales were stagnant before a new exec took over their Twitter, infusing it with the personable tone food brands have become known for (and sometimes notorious for). Since then, followers spiked from 650 to 21,000, and what they’re calling a “scrappy” strategy “absolutely translated to sales,” reporting that retail sales spiked 12% and Millennials’ repeat purchases rose the same percentage. (Marketing Dive)

The retail apocalypse continues, with 7,000 more stores closing their doors in 2019. CoStar Group estimates that the square footage of retail space closed has topped its own record each year since 2017, and this year they’re “predicting more of the same.” PayLess ShoeSource, Gymboree, Dressbarn, and Charlotte Russe lead the list of number stores planned to shutter this year, as retailers learn to scale down size and up Experiencification for young shoppers. (Business Insider

Quote of the Day: “It’s a really interesting time at the moment in catalog [music]…Sometimes, it’s a question of how we make something out of nothing.”—Tim Fraser-Harding, President, Global Catalogue, Recorded Music at Warner Music Group (Rolling Stone)

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