My Loteria the juego.

A traditional Mexican game has been modernized based on the vision and artistic talent of a young San Antonio-born Latina. Cristina Sosa Noriega, a Yale University graduate and contemporary artist, has recreated the Mexican loteria (bingo) game—a well-known and cherished symbol of Mexican heritage for many Mexican-Americans. My Loteria by Cristina Sosa Noriega, this updated, bilingual version, is the testament of an acculturated young Latina who has long searched for ways to connect her two heritages through her artistic talents. This contemporary version features artistic renditions of the familiar icons the previous generation is accustomed to, along with brand new additions depicted in both English and Spanish languages.

Noriega, the daughter of Hispanic marketing pioneer Lionel Sosa and celebrated art teacher Diane Sosa, has teamed up with Sandy USA— which specializes in quality products for ethnic communities—to develop an entire line of products based on the My Loteria by Cristina Sosa Noriega game. In a time when many companies and brands across the country are searching for ways to develop products and tools for establishing a direct connection to the Hispanic market, Noriega and Sandy USA have found a way to not only reestablish the traditional game as a cultural symbol, but to reach a multi-generational audience. The entire line of products—ranging from colorful décor items to household accessories—creates an easy means of integrating traditional symbols of Mexican culture and heritage into modern everyday American households.

“We (Sandy USA) immediately embraced Cristina’s artistic style—with her rich, vibrant colors and contemporary imagery,” Robert Nocera, CEO of Sandy USA, states. “Beyond creating products that will resonate with past and present generations of Mexican Americans, we soon realized that My Loteria by Cristina Sosa Noriega is the perfect opportunity for marketers to connect their brands with the Hispanic consumer.”

In addition to the sets of the updated bingo game—which are currently available for purchase, the 54 icons found in the new game will also be featured in such products as ceramic platters, plates, kitchen magnets and linens, grilling accessories such as aprons and oven mitts, plastic tableware, and even a high-gloss wooden box in which to store the actual game. The company will also produce ceramic jars with cork stoppers to hold dry goods, such as pinto beans that can be used as markers for playing the My Loteria by Cristina Sosa Noriega game. The full My Loteria by Cristina Sosa Noriega product line will be available in early 2007.

Noriega has taken 27 of the original 54 icons found on the Mexican game and replaced them with 27 new, modern-day icons selected and designed by Noriega, herself. These new, yet still culturally relevant icons include La Raspa (The Snow Cone), El Low-Rider (The Low-Rider Automobile), and El Pan Dulce (The Mexican Sweetbread), to name a few. The remaining 27 icons are Noriega’s own renditions of the original icons, a few of which include El Nopal (The Cactus), La Mano (The Hand), and Las Banderas (The Flags).

“Through my recreation of something so familiar and so representative of the Mexican culture as the loteria game,” Noriega states, “I wanted to convey that we, as Mexican-Americans, should be proud of the heritage passed on to us, but that we must also create our own legacy and something that we can share with future generations.”

Nocera and Noriega began developing the concept for the My Loteria by Cristina Sosa Noriega game, along with Sandy USA’s Director of Integrated Marketing, BJ Welling, over a year ago. Noriega, who holds a bachelor’s degree in psychology from Yale University, was searching for a way to combine her business knowledge with her creative talent to develop a product that would help older generations connect with the current one and maintain cultural awareness.

Sandy USA expects to roll-out product in major retail outlets during the 1st quarter of 2007.