How cute...

The Rolling Stones have made a Monopoly game. This kind of makes sense in a real Phillip Morris kind of way. As your target market gets older and falls off, you need to reach the next generation. I imagine at one point in time the Rolling Stones were the type of thing you wouldn't want around children. But this could well be a product that baby boomers buy their grandchildren for christmas. 

I'm personally going to feel extremely old when I see Justin Beiber working on similar cross-branding efforts.

via Brand Republic