Much-loved British restaurant group Bill’s Restaurants has partnered with Mattel, a global leader in play and family entertainment, to bring two of the world’s most recognisable games, UNO™ and Scrabble™, into its Christmas campaign.
Launching on 12 November and running throughout the Christmas period, the partnership will bring the two legacy brands together across all 49 Bill’s restaurants nationwide, combining interactive gameplay and festive installations to create a memorable and immersive customer experience.
Combining Bill’s welcoming, ‘home away from home’ atmosphere with Mattel’s much-loved games makes for a natural pairing for two brands united by a shared emphasis on family, friendship and togetherness.
Through exclusive game-inspired challenges and in-restaurant experiences, the collaboration aims to add a new dimension to festive dining, encouraging guests to connect, compete and create memorable moments around the table.
The partnership builds on Bill’s track record of incorporating games and interactive elements into the dining experience over the last four years, from dice, puzzle and digital games, to its 2024 Christmas collaboration with Cluedo.
At Bill’s flagship Soho restaurant, a large-scale UNO™ installation at the entrance will create a standout visual moment for guests and passers-by. Inside, guests will be invited to get their game face on, drawing cards to unlock challenges and mystery prizes, transforming their festive meal into an interactive occasion. Bringing the campaign to life under the banner ‘Christmas Games Night’, the activation puts play and friendly competition at the heart of the festive dining experience.
The activity will run alongside Bill’s Christmas set menu, featuring seasonal dishes and festive favourites for family gatherings and Christmas parties. Together, the menu and in-restaurant gameplay offer guests a new way to enjoy the festive season, combining Christmas dining with the familiar fun of UNO™ and Scrabble™.
Strategically, the partnership demonstrates how established consumer brands can collaborate to extend their reach beyond traditional marketing, connecting with audiences through physical, real-world experiences.
For Bill’s, the campaign not only differentiates its Christmas offering but strengthens its seasonal customer proposition, while giving Mattel a new platform to engage audiences through its iconic games during one of the most important periods of the year.
Tom James, managing director at Bill’s Restaurants, said: “Christmas, as we know, is all about bringing people together, and we wanted to create something that makes those moments even more memorable. Partnering with Mattel allows us to bring two iconic family favourites into our restaurants in a new and exciting way, combining great food with play, and giving our teams a fun, natural way to connect with our guests. From the playful details throughout our restaurants to the interactive moments around the table, we’re creating something that feels distinctly Bill’s and gives our guests another reason to make us part of their Christmas celebrations.”
You can find out more here: https://bills-website.co.uk/
