The experiential marketing event moves from Las Vegas to London, combining a 1920s-themed night and Mattel’s new Uno Liars game
Mattel and Smyths Toys Superstores have teamed up on an experiential speakeasy-themed marketing event for Uno.
The Uno Social Club, first held in Las Vegas, is an immersive 1920s game night taking place later this week on Thursday, 20 November at All Star Lanes, White City. The event is designed to create a high-profile, shareable moment for the Uno brand while supporting the retail launch of the new Uno Liars game.
“Following the fantastic reception in Las Vegas, we’re thrilled to bring the Uno Social Club concept to London with Smyths Toys Superstores,” said Eirian Allen, Head of Customer Marketing UKI at Mattel. “It’s a forward-thinking approach to brand activation. By creating this high-concept, immersive experience, we’re creating a memorable experience for our adult community.”
“Following the fantastic reception in Las Vegas, we’re thrilled to bring the Uno Social Club concept to London with Smyths Toys Superstores”
The Uno Social Club moves beyond traditional in-store promotion by offering a fully immersive ‘brand-in-hand’ experience. Guests will be invited into a 1920s-themed speakeasy with complimentary food and drinks and 90 minutes of hosted gameplay. The theme was chosen to directly complement Uno Liars, a new game that encourages players to bluff and fib their way to victory.
Sinead Byrne, European Marketing Director at Smyths Toys Superstores, said: ”This exclusive partnership with Mattel is a perfect fit. It’s a creative, high-profile event that generates genuine consumer excitement around the Uno brand and brings the fun of the new Uno Liars game directly to fans. We anticipate this activation will drive significant interest for the Christmas season.”
The event is headed up by experiential marketing agency Backlash. Jenny Hernon, Senior Art Director at Backlash, added: “We’ve had great fun bringing the Uno Social Club to life in London – especially creating the speakeasy-style twist. Our aim was to create an immersive and social space via the underground gaming den, where Uno fans could connect, strategise and bluff their way through the evening.”
