Mattel is launching UNO Social Club in Las Vegas on July 18, 2023, as a real-life version of the iconic card game, aimed at engaging Gen Z. The first venue at the Palms Casino Resort features a colorful suite, private bowling alley, and various UNO game versions. The initiative is designed to turn game nights into social experiences, with plans for pop-up Social Clubs in major cities starting in August. These events will feature themed decor and tournament-style play to appeal to younger players seeking real-world connections.
The launch of UNO Social Club signifies a shift as Mattel aims to turn the iconic card game into a lifestyle brand targeted at younger players seeking real-world connections.
The first UNO Social Club opens at the Palms Casino Resort in Las Vegas featuring a suite with colorful decor, various versions of UNO, a bowling alley, and a dedicated host.
Starting in August, UNO will expand to pop-up Social Clubs in five major cities, transforming bars into competitive gaming venues with themed decor and tournament-style play.
Mattel's strategy caters to Gen Z, who have shown a strong affinity for UNO through online play but often lack opportunities for real-world interaction.
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