The classic game that has entertained families of players for decades has a new Lady on board. The feline token will join the wheelbarrow, shoe, race car, top hat, thimble, Scottie dog and battleship in the Monopoly game.

Decades of history aside, let’s just say you’re a 9 year old girl. Are you going to pick an old shoe as your token? I think not, maybe if it were a high heel shoe. So what’s next, rock-paper-scissors with your brother for the Scottie dog? Dad takes the race car or the top hat, they’re both pretty cool. Mom likes gardening – she’ll take the wheelbarrow, and Grandma happily settles for the thimble. The cat is a triumph for little girls everywhere, as players are as passionate about their token, as they are for the game.

Hasbro’s savy brand campaign successfully used social media in a fun and creative way, asking consumers to vote on retiring one Monopoly game piece (the iron) and replacing it with something new. The options for the new piece also included a robot, guitar, helicopter and diamond ring.

With fan participation from over 120 countries, the campaign proved to be a winner.