Lotería (@originalloteria / @autentica.loteria), the original Mexican bingo and one of the most iconic and enduring cultural brands to emerge from Mexico, today announced the appointment of Playology International (@playologyintl) to its roster of licensing agents. The partnership marks a significant milestone as Lotería continues its evolution into a global lifestyle, entertainment, and consumer products brand ahead of its 140th anniversary next year.
As part of the partnership, Playology will serve as the master licensing agency for all international markets outside of the United States and Canada, leading strategic partnerships and category expansion across key global territories. Additionally, Playology will oversee select North American licensing categories, including Quick Service Restaurants QSR, Location-Based Entertainment LBE and live experiences both domestically and internationally.
Lotería is more than a game. First introduced in 1887 by Don Clemente, it has been passed down through generations as a shared ritual of storytelling, humor, and connection. Its iconic characters, El Diablito, La Sirena, El Sol, have become a universal visual language across Latin culture, recognized across Mexico, the United States, and increasingly around the world. The key product, Bilingual Lotería in partnership with Asmodee, has launched nationwide this spring at Wal-Mart, Target, Barnes & Nobles, Meijer, HEB, Amazon, and more great retailers.
Today, Lotería is evolving into a global character-driven brand spanning games, lifestyle products, collaborations, and live experiences. With a growing presence at major retailers and cultural touchpoints, from fashion to food to entertainment, the brand continues to build relevance with both longtime players and a new generation of consumers.
“Lotería has long been a cultural touchpoint that brings people together across generations,ˮ said Luis Landin, CEO of Don Clemente. “As we look toward the future, Playologyʼs global expertise in licensing and franchise development makes them the ideal partner to expand our reach while honoring the heritage and authenticity that define the brand.ˮ
Founded in 2018 by industry leader Jacqueline Vong, Playology International is a full-service agency specializing in brand franchise management, inbound and outbound licensing, and digital marketing within the toy and entertainment sectors. With over 50 years of combined experience, Playology has developed and executed licensing programs that connect brands with meaningful, high-impact partnerships across global markets.
“Lotería represents a rare combination of heritage, visual identity, and cultural relevance that resonates across borders,ˮ said Jacqueline Vong, Founder of Playology International. “We are excited to work closely with the Lotería team to unlock new opportunities across categories, from QSR to live experiences, and introduce the brand to new audiences around the world.ˮ
The partnership builds on Loteríaʼs recent momentum, including the launch of its first-ever bilingual edition across major U.S. retailers and a growing slate of collaborations and experiential activations, including its LOTERÍA LIVE! event series.
To explore licensing opportunities or meet with the Lotería and Playology teams, visit us at Licensing Expo 2026. Please contact us to schedule a meeting.