F.Y.I.

Publisher Mills & Boon launches ‘Do you Dare’ card game as part of rebrand

Romance publisher Mills & Boon has rebrand and launched a new card game, Do you Dare?

The announcement:

MILLS & BOON LAUNCHES DARE-ING NEW ROMANCE CAMPAIGN

Leading romance publisher rebrands and launches sexiest series yet supported by a PR campaign by FORWARD Agency

This week, Australia’s number one romance publisher, Mills & Boon reveals its first major rebrand in over a decade and is set to seduce a new generation of romance fans with its latest line of novels, DARE.

The new range is Mills & Boon’s most explicit series yet, filled with intriguing love interests, steamy sexual encounters and riveting storylines. The range has turned the usual romance novel clichés on their head and features strong female leads, in control of their own destiny, and not reliant on a man to complete them.

A raunchy new card game – Do you DARE? – is the centerpiece of the Mills & Boon relaunch, along with the new DARE series, that is set to reboot the franchise and attract a whole new audience. The fun and revealing game includes fifty tantalising questions to stimulate an intimate conversation, helping players to reveal their innermost thoughts and fantasies on romance and sex.

Created by FORWARD Agency, the game is designed to be played by two players for a revealing experience, or with friends for a fun night in. It reflects the content of the new series, from billionaire boss fantasies, to favourite foreplay moves and the wildest thing done in or out of the bedroom.

The rebrand includes a sleek new modern logo, which moves away from pink pantones and flowers, an updated website and user interface, and a streamlined colour coding system for the sub-genres in the Mills & Boon range, allowing readers to more easily identify their preferred novels.

Head of Digital & Marketing Communications – Harlequin, Adam van Rooijen, said: “Mills & Boon continues to evolve and we are excited about this launch. This is a fun and engaging campaign that speaks to the target demographic and are confident that DARE will be an instant hit with new and existing Mills & Boon fans.”

The Do You DARE? card game will be available through the Mills & Boon Facebook page and exclusively to download for free online at millsandboon.com.au.

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