Lotería has named Playology International as its global licensing agency for markets outside the U.S. and Canada, marking a strategic move to expand the brand’s international footprint ahead of its 140th anniversary.
“Lotería represents a rare combination of heritage, visual identity, and cultural relevance that resonates across borders,” 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.”
Under the agreement, Playology will lead licensing strategy and category growth across key global territories, while also overseeing select North American categories, including quick-service restaurants, location-based entertainment, and live experiences. The partnership supports Lotería’s ongoing evolution from a traditional game into a broader lifestyle and entertainment brand.
“Lotería has long been a cultural touchpoint that brings people together across generations,” said Luis Landin, CEO of Don Clemente. “As we look toward the future, Playology’s 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.”
Originally introduced in 1887 by Don Clemente, Lotería has built a multi-generational following through its illustrated card characters, including El Diablito, La Sirena, and El Sol. The brand has recently expanded its retail presence with a bilingual edition developed in partnership with Asmodee, now available at major U.S. retailers.
Playology, founded by Jacqueline Vong, specializes in licensing and franchise development across toys, entertainment, and consumer products. The agency will focus on building new partnerships across categories while supporting the brand’s growing slate of collaborations and experiential initiatives, including LOTERÍA LIVE! events.
The announcement builds on Lotería’s recent momentum across retail and cultural touchpoints, as the brand continues to expand its presence globally through licensing, content, and live experiences.
For more information, visit playologyintl.com.
Meet The Toy Book Team at Licensing Expo!
The Adventure Media & Events team will be present at Licensing Expo with new issues of The Toy Book and The Pop Insider set to debut May 19. Visit us at Booth No. F106 to grab The Toy Book‘s 2026 Licensing & Entertainment Issue (featuring The Licensing Book supplement), and the spring edition of The Pop Insider. Both issues are now in production. To book your space in our new issues, please contact Jackie Breyer, James Devin, or Stephanie Katz.
