HENDERSON, NEVADA (March 18, 2010) --- Mars Retail Group announced today 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,” says 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 was founded in Alpharetta, Ga. in 2007 by lottery industry veterans and quickly has become 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 and Royal Caribbean to name a few.  The company has also 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.

About Mars Retail Group:
Mars Retail Group is a division of Mars, Incorporated. A private, family-owned company, Mars, Incorporated was founded in 1911 and employs more than 65,000 associates at over 230 sites, including 135 factories, in 68 countries worldwide. Headquartered in McLean, Virginia, U.S.A., Mars, Incorporated 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®.