or


[10/13/04 - 12:00 AM]
Milton Bradley's Operation Game and NBC's 'Scrubs' Team Up to Celebrate Cavity Sam's 39th Birthday

[via press release from NBC]

MILTON BRADLEY�S OPERATION GAME AND NBC�S 'SCRUBS' TEAM UP TO CELEBRATE CAVITY SAM�S 39TH BIRTHDAY

OPERATION Integration Scheduled to Air on October 19 Episode

EAST LONGMEADOW, Mass. -- October 13, 2004 -� Milton Bradley�s classic children�s game, Operation, turns 39 this year. In an irreverent celebration of this milestone birthday, the game�s eternal patient, Cavity Sam, will be diagnosed with a new ailment. In 2003, thousands of Americans cast their votes by phone and online for one of three possible new ailments � Brain Freeze, Growling Stomach or Tennis Elbow. The updated OPERATION game featuring the winning ailment will make its primetime television debut on the October 19 episode of the NBC hit medical comedy �Scrubs� (Tuesdays, 9:30 p.m. ET/PT). In the scene, members of the cast will play the new OPERATION game and be challenged by Cavity Sam�s new ailment.

Milton Bradley and NBC are supporting the new game and episode with a fully integrated marketing program, including print, online and on-air promotion, as well as a national �Operation Scrubs� sweepstakes. Now through November 30, 2004, fans will have the chance to enter a sweepstakes to win a three-day, two-night trip for four to Los Angeles to visit the set of �Scrubs� and a one-day pass to Universal Studios Hollywood by going to www.nbc.com/Scrubs.

Print ads in support of the promotion are running in both Star and People�s October 18 issues. In addition, the October 17 issue of TV Guide features a unique four-page advent unit � an ad insert on heavier card stock � in the top 10 markets with a special tab for readers to lift to reveal the new ailment. The same ad will run on glossy paper in the rest of the U.S. A half-page ad will also run in all markets in the Tuesday, October 19th Prime Time listing section.

Prior to the broadcast on October 19, NBC is running :10 second spots featuring the integration and urging viewers to go to the promotional mini-site on www.nbc.com/scrubs to enter the sweepstakes. The website also features a link to an online Operation game demo for fans. Additional advertising vehicles include, a magazine rack card at grocery reminding consumers to tune in and online eye blasters � floating pop-up web ads�teasing the new ailment.

�OPERATION is a classic children�s game that has a rich history with generations of Americans,� said John Santanella, marketing director for Milton Bradley. �It�s been great to involve the American public in the evolution of the game through the new ailment voting campaign. In addition, the product integration with �Scrubs� and supporting ad campaign help to keep the game relevant and top-of-mind with fans, while bringing new consumers to the brand.�

�Integrating OPERATION into an episode of �Scrubs� is a really fun idea as the game�s light-hearted approach to medicine is a great fit for the quirky medical humor of the show,� said John Miller, chief marketing officer, NBC Universal Television Group. �We�re happy to help mark this milestone in the game�s history.�

The �Scrubs� integration was brokered by Alliance and The NBC Agency. The advertising campaign was developed by Grey Worldwide.

About Operation
The goal of the OPERATION game is to use your skill, concentration, coordination and the game�s tweezers to remove Cavity Sam�s �ailments� without setting off the buzzer � and his red nose. The OPERATION game is for one or more players, ages six and up, and is available at all major toy and game retailers for an approximate retail price of $13.99.

About �Scrubs�
Winner of a prestigious Humanitas Prize and a People�s Choice Award, and nominated for a Producer�s Guild and five Emmy Awards, �Scrubs� focuses on the strange experiences of fresh-faced medical resident John �J.D.� Dorian (Zach Braff) as he embarks on his healing career in a surreal hospital crammed full of unpredictable staffers and patients � where humor and tragedy can merge paths at any time. Joining the rumpled J.D. at Sacred Heart Hospital is fellow resident Chris Turk (Donald Faison) � J.D.�s college buddy who is part of the more elite surgical group � Turk�s no-nonsense wife, nurse Carla Espinosa (Judy Reyes); and the beautiful but socially awkward Dr. Elliot Reid (Sarah Chalke). Keeping a watchful eye over these young doctors are the caustic chief of medicine, Dr. Bob Kelso (Ken Jenkins), the abrasive but caring Dr. Perry Cox (John C. McGinley), and Neil Flynn as the hospital janitor � and J.D.�s nemesis. �Scrubs� is produced by Touchstone Television. Bill Lawrence (�Spin City�) is the executive producer and creator.

About The NBC Agency
The NBC Agency, founded in November 1999, is a multi award-winning advertising team that made "Must See TV" a household slogan and reinforced the term "appointment television" for NBC programming. It is a unique, full-service advertising agency servicing the advertising and promotional needs of all NBC-Universal owned entities, which include entertainment, news, sports and corporate divisions of NBC as well as the cable, Internet and syndicated properties and brands that the company owns or holds an equity interest in, such as CNBC, MSNBC and MSNBC.com, Bravo, USA, SCI FI, Trio, Telemundo and NBC-Universal Television Distribution.

About Hasbro
Hasbro Games manufactures and markets games and puzzles under the brand names Milton Bradley and Parker Brothers. Included in its product line are some of the world�s best-known games and puzzles including: CANDY LAND, the MONOPOLY game, SCRABBLE Brand Crossword Game, YAHTZEE, TWISTER, THE GAME OF LIFE, TRIVIAL PURSUIT and BIG BEN Puzzles. The company also markets its games in three focused initiatives: MY FIRST GAMES (pre-school games), FAMILY GAME NIGHT (family games) and GET TOGETHER GAMES (adult games).

Hasbro (NYSE:HAS) is a worldwide leader in children�s and family leisure time entertainment products and services, including the design, manufacture and marketing of games and toys ranging from traditional to high-tech. Both internationally and in the U.S., its PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, TIGER and WIZARDS OF THE COAST brands and products provide the highest quality and most recognizable play experiences in the world.





  [october 2004]  
S
M
T
W
T
F
S
     


· SCRUBS (ABC)





[08/17/18 - 11:23 PM]
Development Update: Friday, August 17
Updates include: Michelle Wolf, Joel McHale series canceled by Netflix; Tom Segura, Christina Pazsitzky to star in CBS comedy; and Steven Ogg to recur on TNT's "Snowpiercer."

[08/17/18 - 12:30 PM]
Fox 21 Television Studios and The Littlefield Company Option Best Selling Author Beth Macy's "Dopesick" for Television
"Every once in a while, you come across a piece of material that is that rare diamond in that it's an incredibly arresting story, and, even more, is timely and important," commented Bert Salke.

[08/17/18 - 11:18 AM]
HBO Announces Series Order for Damon Lindelof's "Watchmen"
Set in an alternate history where "superheroes" are treated as outlaws, "Watchmen" embraces the nostalgia of the original groundbreaking graphic novel while attempting to break new ground of its own.

[08/17/18 - 11:00 AM]
Disney Channel's New Family Comedy "Coop & Cami Ask the World" Set to Premiere Friday, October 12
The series follows the antics of middle-school siblings Coop and Cami Wrather, who co-host a popular online show while balancing life, family and friendship.

[08/17/18 - 10:16 AM]
Cast Announced - YouTube's Season 2 "Ryan Hansen Solves Crimes on Television*"
On tap are Jillian Bell, Rob Corddry, Jon Cryer, Rhys Darby, Donald Faison, Lucy Hale, Tom Lennon, Ken Marino, Tim Matheson, Joel McHale, Tim Meadows, Stephen Merchant, Ben Schwartz, Dax Shepard, Jessica St Clair, Pete Wentz, and Samira Wiley.

[08/17/18 - 10:08 AM]
Netflix Announces "What/If" an All New Original Drama Series Starring Renee Zellweger from Creator Mike Kelley
The social thriller explores the ripple effects of what happens when acceptable people start doing unacceptable things.

[08/17/18 - 10:01 AM]
Investigation Discovery's Fall Season Highlights
New series include "Blood Runs Cold" (Thursday, October 25) and "Deadly Silence" (Tuesday, November 13).

[08/17/18 - 09:18 AM]
"Monday Night Football" Preseason Game on ESPN Up 11 Percent Year-Over-Year
ESPN spins the numbers for Thursday, August 16.

[08/17/18 - 08:28 AM]
Thursday's Broadcast Ratings: Another Week, Another "Big Brother" Victory for CBS
The Eye wins the night among total viewers in addition to adults 18-49.

[08/17/18 - 08:00 AM]
"Star Wars Resistance," A New High-Flying Animated Adventure Series, Takes Flight with a One-Hour Premiere Sunday, October 7, on Disney Channel and DisneyNOW
The high-flying adventure series follows Kazuda Xiono ("Kaz"), a young pilot recruited by the Resistance for a top-secret mission to spy on the growing threat of the First Order.

[08/17/18 - 07:31 AM]
Key Art Debut - Jeremy Saulnier's Gripping Psychological Thriller "Hold the Dark," A Netflix Film Starring Jeffrey Wright, Alexander Skarsgard, Riley Keough
The latest Netflix original film debuts on Friday, September 28.

[08/16/18 - 11:30 PM]
Development Update: Thursday, August 16
Updates include: E! axes "The Royals" after four seasons; USA gives series order to "Bourne" TV series "Treadstone"; and Michael Engler to helm "The Gilded Age" at NBC.

[08/16/18 - 02:31 PM]
Starz's "Outlander" Season Four Returning November 4th!
Season four continues the story of time-traveling 20th century doctor Claire Fraser (Caitriona Balfe) and her 18th century Highlander husband Jamie Fraser (Sam Heughan), as they try to make a home for themselves in colonial America.

[08/16/18 - 01:03 PM]
TNT Orders "The Angel of Darkness" Limited Series
Daniel Brühl, Luke Evans and Dakota Fanning will return for the sequel to this year's "The Alienist."

[08/16/18 - 12:38 PM]
Special Edition of "20/20" Looks Back on Life and Legacy of Icon Aretha Franklin
Look for the one-hour special to air tonight at 8:00/7:00c on ABC.