NORTH AMERICA–Authentic Brands Group is taking the Marilyn Monroe brand to the stage with “Marilyn! The New Musical” from director Tegan Summer.
The new musical combines Broadway-style productions with a rotating actress in the role of Monroe.
The new musical is set to debut this May at the Paris Las Vegas Hotel in Las Vegas, Nev.
In a separate deal, ABG paired with Pollard Banknote and the Missouri Lottery for a series of lottery games featuring the film icon.
The Marilyn Monroe Scratchers featured three different collectible tickets with various images of the star. The launch was also supported by a large-scale marketing campaign that included life-size cutouts at 205 retail locations, a radio promotion in partnership with iHeart Radio and other giveaways.
"The aspirational and glamorous attributes that Marilyn represents have attracted and engaged a variety of players in Missouri," says May Scheve Reardon, executive director, Missouri Lottery. "We've received great excitement and participation from both retailers and players, and the ticket is nearly sold out already."