IRWIN TOY PLAYS "WHO WANTS TO BE A MILLIONAIRE"
By Adnews Staff
Irwin Toy Limited has created a board game version of the television game show "Who Wants To Be A Millionaire." The Toronto-based toy manufacturer and distributor holds the master licence for the game in Canada. A special charity event at Mississauga's Square One Shopping Centre took place over the weekend featuring local celebrities playing the game in a similar format to the television show. According to Irwin, certain rules have been modified from the television version but the board game version maintains the same simple characteristics of the television show. Rollout of the board game began April 5. Irwin expects national rollout of the game to be complete by the end of the month. Tim Lawrence with Irwin Toy said advertising and promotional plans for the board game are currently being planned. Although nothing has been confirmed, Lawrence said television advertising is being considered for the fall and the company is in talks with CTV about a partnership to promote the board game and the television game together. Several more charity events are also planned for markets across the country, but final cities have not been confirmed. Advertising for Irwin Toy is handled in-house.