The launch of MONOPOLY: Queens Edition was a landmark moment. Described by the client as “the best firm they’ve ever partnered with,” UpSpring took this campaign to record-breaking heights, making the Queens Edition become the fastest-selling MONOPOLY U.S. city edition in history—selling out in just five days after the launch.
Top Trumps USA specializes in creating themed card and board games, with a portfolio including custom MONOPOLY editions that highlight local landmarks and celebrate the unique cultural identity of various regions. For the MONOPOLY: Queens Edition, Top Trumps USA partnered with UpSpring on press outreach for the board game landmark submission opening, the launch of the game, and the public unveiling event.
As a celebration of Queens, the launch captured the attention of millions. UpSpring secured 168 press placements, generating over 941 million impressions, while assisting at the largest unveiling event Top Trumps USA has ever held. Hosted at Queens Center Mall, the event attracted local media, influencers, and community leaders, creating a buzz that carried well beyond launch day. From targeted outreach to top-tier media outlets to coordinating impactful influencer giveaways, UpSpring ensured the game became a conversation piece everywhere—from living rooms to local headlines.
UpSpring’s approach was rooted in storytelling, showcasing Queens’ rich history, diversity, and iconic landmarks to connect with both locals and a wider audience. By identifying compelling press angles, spotlighting local businesses, and engaging local influencers and community voices, UpSpring created a launch that felt as authentic as it was impactful. The unveiling event at Queens Center Mall was the centerpiece of this effort, drawing crowds and media alike. But the work didn’t stop there—UpSpring kept the momentum going through strategic media placements, influencer partnerships, and thoughtful outreach to ensure Queens was in the spotlight.
Launching the MONOPOLY: Queens Edition wasn’t just about putting a new game on shelves—it was about creating a cultural moment that celebrated everything Queens stands for, which left a lasting impression on the community and beyond.
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