H.E.B. not playing games in quest to court Latino shopper

H.E.B. has rolled out a line of Latino-themed tabletop products based on a Mexican card game but designed to celebrate the traditions and accomplishments that make all Hispanics proud.

The My Lotería by Cristina Sosa Noriega product line—including ceramic platters, stoneware mugs, porcelain magnets, melamine plates, acrylic glasses and grilling accessories, among others—debuted on April 4 at H-E-B and H-E-B Plus! stores. The initial release included a new game version designed by artist Cristina Sosa Noriega and tableware based on six of the 54 My Lotería card icons. Eventually all My Lotería icons will be available to tableware purchasers, but in updated versions designed somewhat differently than is traditional, said Robert Nocera, ceo of Sandy USA, My Lotería’s producer. The best known icons will remain largely as they have been traditionally cast but others will be symbolize Hispanic experience in America.

The introduction of an innovative housewares line via a supermarket chain can symbolize a new experience in retail, and Noriega noted that the tableware’s rollout made particular sense in the supermarket context as consumers who are interested in My Lotería can look forward to seeing the new products and icons.