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A partnership with the role-playing tabletop game, which saw its best sales ever in 2020, looks to provide a family friendly story focused on teamwork.
A proprietary tool tracks eye and mouth movements so the company behind M&M's and Skittles can gauge whether a campaign is resonating or needs to be tweaked.
Several channels previously viewed as less popular, including mobile gaming and music streaming, saw gains amid the pandemic's radical shift to digital.
The effort from the 75-year-old toy brand focuses on TikTok and Instagram and directs fans to SoundCloud where they can create their own take on the tune.
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