what is this font?

Optima Bold  Suggested by donshottype 

The original Scrabble had boxy monoline letters.
This is a thick & thin redesign done a few years ago.
The new letters are on all sorts of things including pillows, cufflinks and coffee cups:

I trust that these are profit makers for the owners of the design of the letters and it seems very unlikely that they would make a font of the letters available to the general public.
For a substitute Optima Bold is about as close as any retail font