Fremantle is betting big on letters, acquiring international production and distribution rights to “Scrabble,” the gameshow adaptation of Hasbro and Mattel’s iconic wordplay board game that has been performing well for The CW since its October launch.
The deal gives Fremantle the keys to a format that has been one of The CW’s bright spots in the 2024-25 broadcast season. The U.S. version, hosted by Raven-Symone, pits word warriors against each other on an oversized Scrabble board where contestants advance through three rounds of word-building challenges for cash prizes.
For Fremantle, the acquisition represents a strategic move to capitalize on the global resurgence of word games, with the company pointing to the rise of word game influencers who have amassed substantial social media followings.
“Partnering with an iconic brand like ‘Scrabble’ is an innovative moment for Fremantle as we continue to expand our global footprint,” said Michela DiMondo, executive VP of international distribution at Fremantle Canada. “This collaboration not only strengthens our commitment to creating compelling, internationally resonant content but also showcases what can be achieved with creative partners such as Hasbro Entertainment and Mattel.”
Vasha Wallace, Fremantle’s executive VP of global acquisitions and development, added: “The ‘Scrabble’ television series is the winning formula of what we know broadcasters worldwide are looking for right now – proven IP and strong audience recognition with a very cost-effective production model.”
The acquisition bolsters Fremantle’s portfolio of legacy game show formats, joining other recognizable titles like “The Price is Right,” “Deal or No Deal,” and “Family Feud.” With Scrabble’s 80-year history, 165 million sets sold, and presence in more than 120 countries, the company is banking on the game’s universal recognition to drive international adaptations.
The original U.S. format was developed and produced by Hasbro Entertainment, Mattel Television Studios and Lionsgate Alternative for The CW, with David Garfinkle, Gabriel Marano, and Michelle Mendelovitz serving as executive producers.
Fremantle plans to create localized versions for international territories, betting that audiences worldwide will be ready to play along with the format that has already spelled success in America.
