Snacks & Candy

Mars in Lottery Deal

Alchemy3 developing branded games for candy maker's retail group
HENDERSON, Nev. -- Mars Retail Group has announced that it has joined with new licensee Alchemy3 to develop branded lottery games. The games will hit participating lottery retailers beginning fall 2010 and will incorporate popular Mars brands including M&M's, Snickers, Skittles, Starburst, 3 Musketeers, 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 [image-nocss] 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 was founded in Alpharetta, Ga., in 2007 by lottery industry veterans and is a leader in lottery branding. The company's strategy is to create "smart matches" between licensed consumer brands and lottery games. Alchemy3 works with lotteries to capitalize on the power of consumer brands and lottery games and represents premier brands including The Grammy's, CBS Consumer Products, Bass Pro Shops, Six Flags, 20th Century Fox, Royal Caribbean and others.
The company has also created A3 Rewardslottery prize packages that instantly award non-cash prizes including movie tickets, gasoline, CDs, DVDs, B&B stays, backyard grilling packages and more.

Mars Retail Group is a division of Mars Inc. A private, family-owned company, Mars Inc. was founded in 1911 and employs more than 65,000 associates at more than 230 sites, including 135 factories, in 68 countries worldwide. Headquartered in McLean, Va.

Mars Inc. is one of the world's largest food companies, generating global revenues of more than $28 billion annually and operating in six business segments: Chocolate, Petcare, Wrigley Gum and Confections, Food, Drinks, and Symbioscience. These segments produce some of the world's leading brands: Chocolate: M&M's, Snickers, Dove, Galaxy, Mars, Milky Way and Twix; Petcare: Pedigree, Whiskas, Sheba, Cesar and Royal Canin; Wrigley: Orbit, Extra, Starburst, Doublemint and Skittles; Food: Uncle Ben's, Dolmio, Ebly, Masterfoods And Seeds Of Change; Drinks: Klix and Flavia; Symbioscience: Wisdom Panel, Seramis, Cirkuhealth and Cocoapro.

Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.


Exclusive Content

Snacks & Candy

Convenience-Store Shoppers Are Sweet on Private-Label Candy

How 7-Eleven, Love’s are jumping on confection trends


How to Make the C-Store the Hero for Retail Media Success

Here’s what motivates consumers when it comes to in-store and digital advertising

Mergers & Acquisitions

Soft Landing Now, But If Anyone Is Happy, Please Stand Up to Be Seen

Addressing the economic elephants in the room and their impact on M&A


More from our partners