In a move that has raised many eyebrows online, particularly with those who are concerned with the seeming infantilization of everything in American life, Las Vegas casino company Sands announced that it was partnering with toymaker Mattel to bring “UNO” to gaming tables in Las Vegas as part of a social clubs experiment.
Such is what Sands and Mattel announced in a joint press release about an event running from Friday, July 18th to Sunday, July 20th, Mattel would be launching what it referred to as “the ultimate game night destination,” which it is calling, as part of the rollout of the concept, “UNO Social Clubs.”
Continuing, the joint press release described the events by framing them as a friendly game-night experience rather than the typical Vegas gaming setup, saying, “UNO Social Clubs transforms game nights into an elevated social experience where friends connect, compete and create memories in venues across the country.”
Continuing, it described where the event will be occurring and said, “To kick off the summer, the UNO brand is opening the doors to its first-ever, deck-ed out UNO Social Club in one of the gaming capitals of the world – Las Vegas, Nevada. This experience at the Palms Casino Resort gives one lucky winner and a guest the chance to stay, play, and go wild in one of the most colorful suites in town from Friday, July 18th – Sunday, July 20th.”
The press statement, which was released in May, described how fans could try to get into the UNO gaming suits, saying, “Starting today, May 19th, fans can enter for a chance to win the UNO Social Club getaway in Las Vegas by posting a creative TikTok video using the new UNO Reverse Card filter and the hashtags #UNOSocialClub and #MattelContest. Once chosen, the winner will enjoy a technicolor suite drenched in the brand’s iconic red, yellow, blue, and green colors, packed with UNO-themed features, including a private bowling alley and game-inspired décor.”
Mattel’s Vice President and Global Head of Games, Ray Adler, described what the company sees the point of the game night as being, saying, “We created UNO Social Clubs to reimagine what game night can be—bringing people together for real-world fun, connection, and a bit of friendly competition.”
Continuing, Adler indicated that the toy company’s involvement in the Las Vegas gaming scene is going to grow massively in the coming years, saying, “The UNO Social Club in Las Vegas is just the beginning, and we’re excited to see how these new experiences inspire players to show up, play hard, and make unforgettable memories.”
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Concluding after describing the various UNO variations that will be made available, the press release noted that soon this will be expanding across the country. It said, “UNO Social Clubs will pop-up across the country later this year, with experiences in bars and venues in major U.S. cities. Each event will transform everyday hotspots into the ultimate game night destination with UNO-themed drink menus, tournament-style play, photo moments, and more.”