Global: Wrigley lets public trade unwanted gifts for Skittles

Dale the Dealmaker fronted the pop-up (YouTube/Skittles)
Dale the Dealmaker fronted the pop-up (YouTube/Skittles)

Wrigley-owned sweet brand Skittles opened a pop-up store in Toronto, Canada on 26-30 December, allowing visitors to swap unloved Christmas presents for sweets.

The Skittles Holiday Pawn Shop was situated on Queen Street West and was fronted by a bow tie-wearing comedy character known as Dale the Dealmaker.

Consumers could bring in any items that they fancied pawning for Skittles, even those that were not a Christmas gift. The store particularly encouraged the swapping of novelty gifts such as Grandma-knitted sweaters and stuffed animals, however "food, branded merchandise, drugs, weapons, garbage [or] pics of your privates" were not accepted.

Guests were encouraged to barter with Dale to agree upon how many bags of Skittles their item was worth.

All items received by the brand were donated to the Goodwill ReUse centre in Toronto’s Scarborough district.

For those not in the area over the festive season, Skittles launched a digital campaign to accompany the activation. Fans of the brand could head to a dedicated microsite to see how much their unwanted items were worth in Skittles.

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