Nerds is unveiling Dungeons and Dragons-themed packaging tied to a digital experience and sweepstakes.

Nerds is unveiling Dungeons and Dragons-themed packaging tied to a digital experience and sweepstakes. The candy brand is making a play for young consumers with packaging that unlocks access to a Dungeons and Dragons (D&D)-themed experience developed with Hasbro subsidiary Wizard of the Coast. Starting this month, consumers can upload their receipt for specially marked versions of Nerds Gummy Clusters and Rainbow Nerds Theater Boxes to nerdscandy.com/dnd to score access to an exclusive “Restoring Harmony” adventure. Nerds’ candy mascots appear in the adventure as D&D-themed characters, playing on how the game has become a “bedrock of nerd culture” since launching in the ‘70s. The packaging is also tied to a sweepstakes running through the end of the year where consumers can score prizes like a D&D Starter Set and Player’s Handbook. Year-over-year Sales for the D&D tabletop game experienced a 33% jump in 2020 as young people found ways to entertain themselves at-home, and a fantasy-adventure film linked to the tabletop game is also in the works, giving young fans another way to interact with the game. (Marketing Dive)