# Biscuit Brand Board Games 'Milka Biscuit Run' is a Board Game Featuring Advertising Characters By Laura McQuarrie | Published 2018-04-18 | Life-Stages Source: Trend Hunter, https://www.trendhunter.com/trends/milka-biscuit-run References: [adweek](http://www.adweek.com/brand-marketing/wieden-kennedy-created-a-board-game-for-a-cookie-brand-so-of-course-we-played-it/) While there are some advertising characters that have their time in their spotlight and may never be seen again, [confection brand Milka](https://www.trendhunter.com/trends/chocolate-like-nobodys-watching) worked with Wieden + Kennedy on a limited-edition '[Milka Biscuit Run](https://www.trendhunter.com/trends/chocolate-milk-products)' board game featuring some of its brand mascots. Some of the fun characters that come in the form of playable figurines in the family-friendly game include a clock, a bear and an owl. As the brand aims to promote tenderness and moments of genuine human connection, it saw a board game as a novel way to encourage bonding and communication—all the while tapping into the popularity of board game cafes and low-tech crowdfunded board games. The game gets players yodeling, miming and dancing, as well as cracking up with plenty of laughter. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 55% | Activity: 93% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Life-Stages](https://www.trendhunter.com/life-stages) > [Toys](https://www.trendhunter.com/toys) ## Key Themes ### What's Driving This Trend - **Limited-edition Board Games:** Creating limited-edition board games featuring brand mascots can create a sense of exclusivity and generate buzz for the brand. - **Promoting Human Connection:** Using board games as a tool to encourage bonding and communication aligns with the brand's aim to promote tenderness and genuine human connection. - **Popularity of Board Game Cafes:** Capitalizing on the popularity of board game cafes can provide an opportunity to create a new revenue stream or partnership for the brand. ### Who This Affects Most - **Confectionery:** Confectionery brands can explore the potential of creating board games featuring their advertising characters to engage consumers in a unique and interactive way. - **Advertising Agencies:** Advertising agencies can collaborate with brands to develop limited-edition board games as a creative marketing strategy that captivates audiences. - **Entertainment and Leisure:** The entertainment and leisure industry can tap into the growing trend of board game cafes and offer unique gaming experiences to attract customers. ## Related on Trend Hunter - [Board Game-Themed Food Promotions](https://www.trendhunter.com/trends/premier-foods-and-hasbro.md) - [Cereal Bar Game Sets](https://www.trendhunter.com/trends/treat-eat-compete.md) - [Interactive Panda Cookies](https://www.trendhunter.com/trends/panda-oreos.md) - [Playtime-Encouraging Toy Capsules](https://www.trendhunter.com/trends/art-of-play.md) - [Character-Styled Biscuit Snacks](https://www.trendhunter.com/trends/kinder-kinderini-biscuits.md) - [Gamified Cookie Packs](https://www.trendhunter.com/trends/oreo-pacman.md) - [Family Board Game Promos](https://www.trendhunter.com/trends/hasbro-and-birds-eye.md) - [Biscuit-Infused Chocolate Bars](https://www.trendhunter.com/trends/cadbury-dairy-milk-biscoff.md) - [Plush Toy Board Games](https://www.trendhunter.com/trends/monopoly-for-collectors.md)