Mattel Scrabble challenge is a national level school Scrabble championship program which was designed to create awareness about Scrabble in an educational but fun manner directly to its customers. It was an intensive 5 stage school contact program that was conducted over a course of 3 months across Mumbai, Pune, Bengaluru and Delhi and engaged with over 1.1L students from 6th to 10th standard.

Over the last 2 years, the program has led to a significant rise in the brand awareness among students and parents and the number of people in metros buying and playing Scrabble has increased. The program has motivated a lot of schools to form Scrabble clubs and organize small scale independent Scrabble tournaments.