Jolly Time CEO Garry Smith lobbied Hasbro to have a retired playing piece from the Monopoly game replaced with something representing popcorn, which Smith said is often coupled with gameplay. After enlisting social media and bloggers to gather some 5,000 signatures, Hasbro responded with a graphic of Rich Uncle Pennybags holding a popcorn bag near a wheelbarrow of popcorn. "Hasbro picked up and responded in a nice way," says digital director Nathan Rice at Haberman, Jolly Time's shop.

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