Franchising

Auntie Anne’s, Activate Games team up for interactive Las Vegas experience

Photo: Auntie Anne's

October 5, 2026

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Auntie Anne's is taking its pretzels to the game room through an interactive partnership with Activate Games, tied to the active-gaming brand's first Nevada location.

The collaboration will kick off National Pretzel Month during the Oct. 3-4 grand opening of Activate Las Vegas at Town Square, according to a press release. As part of the event, Activate will introduce a limited-edition Auntie Anne's version of its Supermarket Scan game, challenging players to race against the clock to collect virtual pretzels and other recognizable Auntie Anne's menu items that match their player color.

"Auntie Anne's and Activate are both about bringing people together, whether that's sharing a warm pretzel with friends or teaming up to beat a room," Rachel Smith, vice president of marketing at Activate America, said in a company press release. "Both brands are built on experiences you can't get through a screen, which made this partnership a natural fit."

The experience will be available exclusively at the Las Vegas location during opening weekend. The activation also will feature an Auntie Anne's-themed photo booth and 10 Golden Pretzel Passes awarded randomly to guests. Each pass gives the recipient one free Original or Cinnamon Sugar Pretzel per week for a year through the Auntie Anne's Rewards app.

The first 100 guests at the Oct. 3 opening will also receive a free Auntie Anne's pretzel and lemonade, along with half-off play time and a premium Activate wristband.

"At Auntie Anne's, we love finding new ways to bring a little joy to our fans, and there's nothing quite like seeing our pretzels come to life in a game," Nathan Baldwin, president of Specialty Brands at GoTo Foods, said in the release. "National Pretzel Month is our favorite time of year, and kicking it off inside Activate's first Las Vegas location is a fun, unexpected way to celebrate with fans."

The grand opening also marks the U.S. debut of Activate's Alpha Mode, which gives players early access to games before their global launch. Las Vegas guests will be the first in the U.S. to play Swarm and Legend, two games previously available only at Activate's home location in Winnipeg, Canada.