FOR IMMEDIATE RELEASE

BOISE, Idaho – Sweethearts, the beloved, heart-shaped candy brand best associated with Valentine’s Day is the theme for the newest Idaho Lottery Scratch Game. For more than a century, the iconic Sweethearts brand and its conversational candies have been adored by generations with its sayings centering around love and caring. The Idaho Lottery is the first lottery in the world to feature these fun Sweethearts Valentine treats on a Scratch Game. The Idaho Lottery joins a carefully selected group of best-in-class partners to join Sweethearts in expanding the iconic and beloved Sweethearts brand to new product categories. Sweethearts and the Idaho Lottery were brought together by Spangler Candy’s Licensing Agency, Lisa Marks Associates (LMA).

“The Idaho Lottery is always forging new, creative relationships with other innovative companies,” said Jeff Anderson, Idaho Lottery Director. “Almost everyone grew up with Sweethearts on Valentine’s Day. The nostalgia of this classic candy became a natural choice as the backdrop for our Valentine’s Scratch Game this year. And winning up to $50,000 gives great new meaning to the phrase, “Be Mine.”

“We’re pleased to partner with the Idaho Lottery and their commitment to support schools in Idaho,” said Kirk Vashaw, CEO of Spangler Candy, maker of Sweethearts. “Community partnership is good business, and supporting education benefits everyone.”

In addition to being the first lottery in the world to partner with Sweethearts Candies, Idaho became the first lottery to produce a $5 Scratch Game with 20 different scenes that include a classic list of the romantic phrases found on the delectable heart-shaped treats, like “Crush on U”, “Love Birds”, “I Luv U”, and “XOXO.” The game was produced and printed by the Idaho Lottery’s printing partner, Pollard Banknote.

Sweethearts the Scratch Game went on sale in Idaho on December 27, 2022 and carries two sweet top prizes of $50,000.

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ABOUT THE IDAHO LOTTERY

The Idaho Lottery responsibly provides a variety of entertaining games featuring Powerball, Mega Millions, Scratch GamesTM, and PullTabs with a high degree of integrity to maximize the dividend for Idaho public schools and the permanent building fund. Since their inception in 1989, the Idaho Lottery has sold over $5 billion in products, awarded more than $3.1 billion in prizes to players, returned $293 million in retail commissions, and distributed $1.1 billion in Lottery dividends to Idaho public schools and buildings. To learn more, please visit www.idaholottery.com.

ABOUT LMA, INC.

LMA is a creative, full-service Licensing and Marketing Agency, focusing on strategic brand building, long-term equity enhancement and revenue generation. LMA is unique in bringing clients innovative licensing expertise from the world’s leading entertainment companies to develop powerful, cohesive, turnkey licensing programs.