Mars Chocolate North America Expands Marketing Partnership with Six Flags Entertainment

GRAND PRAIRIE, Texas, Dec. 14, 2011 /PRNewswire/ -- Today Six Flags Entertainment Corporation (NYSE: SIX) and Mars Chocolate North America announced an expanded partnership agreement that will build on their successful three-year relationship through 2013.   

Following Mars' first-ever M&M'S® Day at Six Flags in 2011, as well as successful SNICKERS®-sponsored Fright Fest events, the partnership extension will add TWIX®, 3 MUSKETEERS®, MILKY WAY®, DOVE® and COMBOS® to the roster of Mars Chocolate North America brands activating at Six Flags' properties around the country. 

"We have enjoyed a very successful relationship with Mars Chocolate North America over the past three years, and are excited to expand our relationship," said David McKillips, senior vice president of corporate alliances and partnership marketing.  "The addition of the other brands in the Mars Chocolate North America portfolio will foster new and creative promotions, as well as continue to provide thrilling experiences for our guests."

Six Flags and Mars Chocolate North America will activate the integrated marketing partnership with several in-park and in-market promotional programs, including:

• Summertime consumer discount admission promotion with MILKY WAY® and 3 MUSKETEERS® Brands promoted throughout convenience store channels
• Six Flags featured as one of the grand prize sweepstakes prizes in a national consumer promotion with the TWIX® Brand; and
• MARS Chocolate North America advertising creative featured on Six Flags award-winning in-park media networks, including: Six Flags Television Network, Cool Media signage, ride sponsorship, spectacular Out-of-Home units, Six Flags online and mobile programs.  

About Six Flags Entertainment Corporation:

Six Flags Entertainment Corporation is the world's largest regional theme park company with approximately $1.0 billion in revenue and 19 parks across the United States, Mexico and Canada. For more than 50 years, Six Flags has entertained millions of families with world-class coasters, themed rides, thrilling water parks and unique attractions including up-close animal encounters, Fright Fest and Holiday in the Park.

About Mars Chocolate North America:

Mars Chocolate North America is the North American chocolate operations of Mars, Incorporated.  In 1911, Frank C. Mars made the first Mars candies in his Tacoma, Washington kitchen and established Mars' first roots as a confectionery company.  In the 1920s, Forrest E. Mars, Sr. joined his father in business and together they launched the MILKY WAY® bar.  In 1932, Forrest, Sr. moved to the United Kingdom with a dream of  building a business based on the philosophy of a "mutuality of benefits" for all stakeholders – this vision serves as the foundation of the Mars, Incorporated we are today.  Based in McLean, Virginia, Mars has net sales of more than $30 billion and six business segments including Petcare, Chocolate, Wrigley, Food, Drinks and Symbioscience.  More than 65,000 Associates worldwide are putting our Mars Principles in action every day to make a difference for people and the planet through our performance.

Mars brands include: Chocolate – M&M'S®, SNICKERS®, DOVE®, GALAXY®, MARS®, MILKY WAY® and TWIX®; Petcare – PEDIGREE®, WHISKAS®, SHEBA®, CESAR® and ROYAL CANIN®; Wrigley – ORBIT®, EXTRA®, STARBURST®, DOUBLEMINT® and SKITTLES®; Food – UNCLE BEN'S®, DOLMIO®, EBLY®, MASTERFOODS® and SEEDS OF CHANGE®; Drinks – ALTERRA COFFEE ROASTERS™, THE BRIGHT TEA CO.™, KLIX® and FLAVIA®; Symbioscience –SERAMIS®, CIRKU™ and COCOAVIA®.

For more information, please visit www.mars.com.

SOURCE Six Flags Entertainment Corporation