Exciting New Hasbro Game Branded By The Donaldson Group

Avon, CT, May 2003

One of the hottest games emerging in 2003 is Jack Diamond, a talking, blackjack-dealing game from Hasbro Milton Bradley. Geared to grownups, it's become a hip, sophisticated hit -- even major chains like Sharper Image are having a hard time keeping the game in stock.

Jack is an electronic, automated tabletop dealer who wheels and deals cards along with an endless procession of flip, witty electronic comments. It's great fun, and as close as you can come to a classic casino experience without leaving home.

While the game was in development last year, Hasbro tapped The Donaldson Group to give the product a retail personality and a name.

"We've worked with Hasbro on a number of interesting projects in the past," says Chet Makoski, "and this game was way up there on our appreciation meter -- we loved it! From the beginning, we knew that the name and personality of the product had to reflect grownup card games and casinos. But we also believed that the differentiating aspect of the game was its ability to "talk:" the game needed to convey a human touch, and particularly one that reflected the sarcastic "personality" of the dealer.

"Out of our many explorations came Jack Diamond, which wonderfully expresses the key attributes of the product -- it says cards and casinos, but in giving the game a human expression, it directly reinforces the lifelike quality so important to this particular game experience."

The Donaldson Group has also developed various brand, product and packaging solutions for other popular Hasbro games and puzzles like Catch Phrase, Strata and Pictionary.

The Donaldson Group Inc is a communications firm in Avon, Connecticut, specializing in branding, communications, packaging and emedia. In addition to Hasbro Milton Bradley, clients include The Hartford, Pitney Bowes, The Bushnell Center For the Performing Arts and Orvis.

 

 

 

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