Monopoly Millionaires Lets You Pass Go, Collect $200, And Save The Planet In A Virtual Toyota Prius

April 12, 2011
Toyota Prius Eco-Greenhouse in MONOPOLY Millionaires game by Electronic Arts

Toyota Prius Eco-Greenhouse in MONOPOLY Millionaires game by Electronic Arts

Weary of pulling weeds on Farmville? Been around the block one too many times in Car Town? Need a new way to look busy in your cubicle without actually being busy? Look no further than Monopoly Millionaires -- now with special add-ins from Toyota.

For the next 12 months, folks who play Monopoly Millionaires on Facebook can give their friends two special in-game gifts from Toyota: a virtual Toyota Prius and a swanky-looking Toyota Prius Eco-Greenhouse. According to a press release from the game's developers, EA Games, these add-ins will allow players to "express their commitment to the environment" -- presumably while players express a distinct lack of commitment to their day jobs.

The in-game Prius works much like Monopoly movers you probably remember from the board game -- movers like the top hat, the old shoe, and the ever-popular roadster. The Eco-Greenhouse is a 21st century, environmentally friendly iteration of the green, plastic house you'd ordinarily purchase for your Monopoly properties. The Eco-Greenhouse can also be upgraded during the course of the game.


We don't have the demographic info to say whether Monopoly Millionaires is a good match for Toyota, but there's no denying that the game is hugely popular. In the two months since it's gone live, Monopoly Millionaires has acquired over 6,000,000 players -- roughly 100,000 new fans each day. If the game encourages just 1% of its users to consider the Toyota Prius, that's an additional 30,000 shoppers in Toyota showrooms each month.

To try your hand at Monopoly Millionaires, zip on over to For cautious types who'd rather have a bit more info, check the press release below.

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Toyota and EA Announce Green Partnership in Monopoly Millionaires Facebook Game

Players Treated to Green Virtual Gifts in the Facebook Version of the Classic Board Game 

REDWOOD SHORES, Calif. – April 12, 2011– Electronic Arts Inc. (NASDAQ: ERTS) today announced a 12-month partnership with Toyota Motor Sales, USA, Inc. that features the Toyota Prius and Toyota Prius Eco-Greenhouse as giftable virtual items within MONOPOLY Millionaires. MONOPOLY Millionaires is the first free-to-play social gaming version of the world’s favorite family board game. MONOPOLY Millionairescan be played on Facebook at

MONOPOLY Millionaires takes the classic MONOPOLY brand into the world of social media. Now, Toyota has offered Toyota-branded virtual gifts to the players of the game. The integration of the Toyota Prius and Toyota Prius Eco-Greenhouse represent a re-imagining of the original game pieces featured in the beloved board game.  As players navigate their way around the MONOPOLY Millionaires game they can express their commitment to the environment by collecting and displaying the Toyota Prius mover and Toyota Prius Eco-Greenhouse.  

“MONOPOLY and Toyota are two iconic brands and I’m delighted to help bring them together,” said Joy Taylor, Director of Global Marketing Solutions at Electronic Arts. “Toyota, and Prius in particular, has a huge, devoted following that will get genuine value out of this partnership. We’re connecting one of the world’s most loved cars, with one of the world’s most loved games, on the world’s largest social media platform. It’s very exciting.” 

“We’re excited to continue our successful partnership with EA through the MONOPOLY Millionaires game platform,” said Kim Kyaw, senior media strategist for Toyota. “The Toyota in-game experience allows us to tap into consumers’ memories of the iconic game while broadening the reach and appeal of Prius to all ages and lifestyles. The social nature of MONOPOLY Millionaires on Facebook will help us achieve that.” 

Released by EA in February 2011, MONOPOLY Millionaires was the fastest growing Facebook game during the weeks of March 7 and March 14, and had a 472% increase in players from March 1 to April 1, 2011, according to AppData.

MONOPOLY Millionaires has been designed specifically for the world of social gaming to encourage players to continually engage and play with their friends.  The Toyota Prius mover and Toyota Prius Eco-Greenhouse may be gifted by players to their Facebook friends and family.  Players can upgrade the Toyota Prius Eco-Greenhouse by collecting various Green property cards.

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About Electronic Arts
Electronic Arts Inc. (EA), headquartered in Redwood City, California, is a leading global interactive entertainment software company. Founded in 1982, the Company develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, wireless devices and the Internet. Electronic Arts markets its products under four brand names: EA SPORTS(tm), EA(tm), EA Mobile(tm) and POGO(tm). In fiscal 2010, EA posted GAAP net revenue of $3.7 billion and had 27 titles that sold more than one million units. EA's homepage and online game site is More information about EA's products and full text of press releases can be found on the Internet at

About Hasbro
Hasbro, Inc. is a worldwide leader in children's and family leisure time products and services with a rich portfolio of brands and entertainment properties that provides some of the highest quality and most recognizable play and recreational experiences in the world. As a brand-driven, consumer-focused global company, Hasbro brings to market a range of toys, games and licensed products, from traditional to high-tech and digital, under such powerful brand names as TRANSFORMERS, PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, CRANIUM and WIZARDS OF THE COAST. Come see how we inspire play through our brands at © 2010 Hasbro, All Rights Reserved.

About Toyota Motor Sales, U.S.A., Inc.
Toyota Motor Sales (TMS), U.S.A., Inc. is the marketing, sales, distribution and customer service arm of Toyota, Lexus and Scion.  Established in 1957, TMS markets products and services through a network of nearly 1,500 Toyota, Lexus and Scion dealers which sold more than 1.76 million vehicles in 2010. Toyota directly employs nearly 30,000 people in the U.S. and its investment here is currently valued at more than $18 billion. For more information about Toyota, visit

EA, EA SPORTS, EA Mobile and POGO are trademarks of Electronic Arts Inc. Facebook is a registered trademark of Facebook, Inc. - All other trademarks are the property of their respective owners.

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