MDI secures license to reach Hispanic market

“Palitos Locos” is a collection of humorous, “attitude-filled” stick figure characters drawn by Southern California artist Billy Attinger. Attinger’s popular Stick World brand is the English-language predecessor to Palitos Locos, and has appeared on apparel, accessories, stationery and greeting cards. Palitos Locos features a style similar to Stick World with sayings, nicknames and themes familiar to Hispanic consumers. This new license gives lotteries a fun, attention-grabbing way to connect with these consumers and sell more instant games.

As part of the agreement between MDI and “Palitos Locos”, the entire collection featuring hundreds of Palitos Locos characters is accessible to lotteries, and Attinger is available to create customized artwork for lotteries desiring specific looks or themes tailored to consumers in their regions. To make games featuring this brand even more attractive to players who do not read English, lotteries may choose to have bilingual instructions printed on them utilizing Scientific Games’ patent-pending Understand printing options.

“It’s no secret that there is significant potential for lotteries within the Hispanic segment,” commented Steve Saferin, President, Properties Group and Chief Creative Officer for Scientific Games. “We’ve seen other traditionally Hispanic brands like Loteria perform very well as instant games, so we’re pleased to add an appropriate and creative brand like Palitos Locos to our portfolio.”

The buying power of the Hispanic population in the US is expected to continue to grow rapidly over the next several years. According to a report by the Selig Center for Economic Growth, it will rise from us$ 1 trillion in 2010 to us$ 1.5 trillion in 2015.