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The I Love Las Vegas brand reached a multi-year agreement with global candy manufacturer Mars Inc. that will allow M&M’S Retail Group to license several I Love LV trademarks.

Under the agreement with M&M’S Retail Group, which is headquartered in Mount Arlington, I Love LV marks will appear on Mars candy, apparel, plush and other merchandise sold at the Las Vegas Strip M&M’S World Store and through its e-commerce platform.

“We are excited to be partnering with one of the world’s most beloved and iconic brands,” Kent Barkouras, CEO of I Love LV brand, said in a prepared statement. “This agreement demonstrates that Mars is standing in solidarity with the city, that they believe in Las Vegas, and that they want to share that message with the world.”

Mars Retail Group President Jamie Dunning added that Las Vegas “is an international destination, a marketplace that is recognized throughout the world” and that the company is “excited to move forward with this co-branding opportunity and create memorable moments through our products that fans can enjoy, either in Las Vegas or bring home with them as a reminder of their wonderful experience at M&M’S World.”

MRG creates and builds retail businesses focused on building Mars’ brand, including the M&M’s stores in New York City, Las Vegas, Orlando, London and Shanghai, which represent Mars’ largest retail business.

“Everyone loves our Mars products, including our personalized M&M’S candies, iconic apparel and merchandise. We are looking forward to this partnership,” Dunning said.

“The real winners here are the wonderful people of Las Vegas and all those who love and visit our city. Las Vegas is a great place to live, a great place to visit, and an ideal destination to share celebrations and enjoy good times,” I Love LV brand co-founder Alexandra Garza said in the statement.