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)









[08/01/15 - 11:35 AM]
2015 PBS Arts Fall Festival Celebrates Fifth Anniversary Season
The 2015 PBS Arts Fall Festival returns October 9 at 9:00/8:00c, celebrating its fifth season, with eight new weekly programs.

[08/01/15 - 11:25 AM]
Disney's "Descendants" Waves Magic Ratings Wand for Disney Channel with 6.6 Million Total Viewers
Disney Channel spins the numbers for Friday, July 31.

[08/01/15 - 09:50 AM]
New Episodes of "Super Why!" Soar Onto PBS Kids Starting August 17
Developed for children ages 3-6, the series helps kids explore reading and the alphabet, word families, spelling, comprehension and vocabulary as they follow their favorite Storybrook Village characters on interactive adventures.

[08/01/15 - 09:49 AM]
PBS Kids Premieres All-New Movie, "Curious George 3: Back to the Jungle"
In this adventure-filled feature-length movie, Curious George takes a trip to space but crash-lands in the jungles of Africa, leading to an unforgettable journey with new animal friends.

[08/01/15 - 08:54 AM]
Friday's "Dateline" Hits Three-Week Highs in 18-49 and Total Viewers
NBC spins the numbers for Friday, July 31.

[08/01/15 - 08:45 AM]
Friday's Broadcast Ratings: "Dateline" Powers NBC to Demo Victory
The Peacock leads the night among adults 18-49 for the fifth consecutive week.

[07/31/15 - 04:01 PM]
Raven-Symone Returns to Disney Channel to Guest Star in a Special Episode of Hit Spy Comedy "K.C. Undercover," Monday, September 7
The special one hour episode featuring a tour de force of audacious physical comedy, imagination and unexpected disguises, premieres on said Monday.

[07/31/15 - 03:50 PM]
The CW Sets New Season Premiere Date for "Crazy Ex-Girlfriend" and "Jane the Virgin"
Both series will now roll out one week earlier, on Monday, October 12.

[07/31/15 - 03:33 PM]
AMC's Martial Arts Drama Series "Into the Badlands" to Premiere Sunday, November 15th at 10:00 P.M. ET/PT
The series premiere will coincide with AMC's newest movie event, "AMC FightFest," a two-week martial arts movie marathon beginning Monday, November 2 through Friday, November 13.

[07/31/15 - 03:32 PM]
AMC Confirms 15-Episode Order for Second Season of "Fear the Walking Dead"
As previously announced, the series will debut in the U.S. Sunday, August 23 at 9:00/8:00c with an extended 90-minute episode.

[07/31/15 - 03:31 PM]
AMC Places Straight-to-Series Order for "The West" (WT) from Executive Producers Robert Redford and Stephen David Entertainment
In addition, AMC announced today that "The Making of The Mob," also executive produced by Stephen David Entertainment.

[07/31/15 - 01:37 PM]
"Shadowhunters" Star Alberto Rosende to Participate in a Live Twitter Chat with Fans on Tuesday, August 4
Starting at 12:00pm PT/3:00pm ET, fans can tweet Alberto Rosende (@arosende) using #AskAlberto in their message.

[07/31/15 - 01:01 PM]
Starz Releases All New "Blunt Talk" Key Art and Trailer, First Look Photo of Lucy Lawless in "Ash vs Evil Dead," and "Survivor's Remorse" Trailer from TCA
"Blunt Talk" and "Survivor's Remorse" both kick off on Saturday, August 22 on the pay channel.

[07/31/15 - 11:58 AM]
BBC America Announces Two New Original Scripted Series and Original Scripted Development Slate
"Undercover", a gripping political thriller from acclaimed writer Peter Moffat starring Sophie Okonedo and Adrian Lester, and "Thirteen," a compelling contemporary mystery from rising star Marnie Dickens, are both on tap for 2016.

[07/31/15 - 11:20 AM]
Starz to Offer Subscribers Online and On-Demand Bingeing Opportunities for "Flesh and Bone" Limited Series and "Da Vinci's Demons" Final Season
All episodes will be available exclusively for subscribers, timed with their respective first episode premieres on October 24 and November 8.