Mr.Day celebrates 40 years of activity and takes part in Lucca Comics & Games for the first time

Mr.Day celebrates 40 years of activity and takes part in Lucca Comics & Games for the first time, from 28 October to 1° November 2026.

The brand's presence at the fair forms part of its evolution journey, consolidating its positioning through languages, experiences and channels capable of reaching new generations, integrating the world of snacks with that of gaming and digital entertainment.

“Participation in Lucca Comics & Games marks a significant milestone in the journey of Mr.Day, consolidating 40 years of identity in the snack market,” comments Elena Personi Musola, Marketing Manager Italy at the Vicenzi Group. “The brand continues to grow thanks to an innovative approach focused on experimentation, with the aim of creating contemporary experiences in line with the evolution of the languages and entertainment habits of new generations.”

Within the space, the public will be able to discover and taste the brand's products and try their hand at several gaming stations dedicated to Mr.Day Hide 'N Seek, the map developed on Roblox and launched at the beginning of 2026. The project represents one of the central elements of the initiatives through which Mr.Day celebrates its anniversary, through a programme of activities spread throughout the year and structured into different competitive seasons. At the centre is a game mode inspired by hide-and-seek, designed to offer an accessible, dynamic and engaging experience in which the products and visual identity of Mr.Day become an integral part of the virtual environment.

The project also involves web celebrities and ambassadors of Mr.Day who are active through social channels throughout the Nascondino! – Hide n Seek season: streamers Xiuder and Keystar, together with the creators of InnTale and Michelle Puttini, helping to strengthen the brand's presence in digital communities and develop new opportunities for interaction with the public.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.