Lottery games based on popular candy brands will hit retailers this fall

Henderson, Nev.-based Mars Retail Group has joined with new licensee Alchemy3 to develop branded lottery games. The games will hit participating lottery retailers beginning this fall and will incorporate popular Mars brands including M&M’s, Snickers, Skittles, Starburst, 3Musketeers, Milky Way and Twix.

“Branded lottery tickets are an exciting, new licensing opportunity for Mars,” said John Capizzi, general manager of licensing for Mars Retail Group. “Alchemy3 has a successful track record developing solutions to increase brand awareness and sales by matching popular lottery games with major consumer brands. This new partnership will offer consumers fun and innovative lottery games showcasing our iconic Mars confection brands.”

Alchemy3, founded in Alpharetta, Ga. in 2007, works with lotteries to capitalize on the power of consumer brands and lottery games and represents premier brands such as The Grammy’s, CBS Consumer Products, Bass Pro Shops, Six Flags, 20th Century Fox and Royal Caribbean. The company also has created A3 Rewards -lottery prize packages that instantly award non-cash prizes including movie tickets, gasoline, CDs, DVDs, B&B stays, backyard grilling packages and more.

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