Endemol Shine North America is developing board game Guess Who? into a non-scripted television game show format in tandem with Hasbro’s Allspark Pictures, a Burbank-based production and distribution firm.

The two studios have reconceived the “classic identity guessing game” into a new shiny floor game show format for both the U.S. and international marketplace.

Each episode of the series will see contestants making snap decisions based on intuition and clues in an effort to win varying cash prizes.

Hasbro’s game board, originally launched in 1979 by Milton Bradley, is a two-person character guessing game where the objective is to be the first to determine which mysterious character card one’s opponent has selected by asking yes or no questions. The board game version of Guess Who? has totaled more than US$500 million in sales and is sold in 28 countries worldwide.

“Guess Who? is a game that I loved playing when I was growing up and that I’m now playing at home with my friends and family,” said Sharon Levy, president of unscripted and scripted television at Endemol Shine North America. “We’ve re-imagined the show with our partners at Hasbro to create a game with knock-out visuals, huge surprises and hilarious reveals that’s just as fun to watch, as it is to play.”

“Guess Who? has been a universally loved brand for the past 40 years and continues to win over new fans of every generation”, added Stephen Davis, EVP and chief content officer for Allspark Pictures. “We are very excited to be working with Endemol Shine to expand the game’s fun-filled design into a highly entertaining game show the whole family can enjoy together.”