Marshawn Lynch played a modern-day Willy Wonka on the Conan O’Brien show Tuesday night – minus the factory full of pitfalls. This factory is actually in Tukwila, where Seattle Chocolates will make Lynch-branded candy.
The former Seahawks running back said his brand, Beast Mode, has teamed up with Seattle Chocolates and candy retailer It’Sugar to release a line of chocolate bars, appropriately known as Beast Mode bars.
On the “Conan” show, Lynch instructed audience members to check under their seats, where one of them would find a bar with a golden ticket. The winning man earned a trip to Seattle to tour Seattle Chocolates’ factory with Lynch.
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Seattle Chocolates has been working on the new line for the better part of the year, owner and CEO Jean Thompson said. She gave Lynch a tour last winter, adding that he was thoughtful and had the Seattle Chocolates team laughing.
Thompson even got to talk to Lynch’s mother, Mama Lynch, on the phone to get a sense of Lynch’s favorite chocolate bar.
“She said it’s always been Snickers, but he doesn’t agree,” Thompson said.
The line includes three milk chocolate bars (Lynch doesn’t like dark chocolate, Thompson says) in three flavors: Mint Kookie N’ Milk, Smore’s Bar N’ Milk and P-Nut Butter Pretzel Bar.
Each bar sells for $3.99, or $11.99 for a trio. Florida-based It’Sugar has a 30-day exclusive on selling the bars in their locations around the United States, and then Seattle Chocolates will begin shipping to its own regular distributor.
The candy is available online at itsugar.com, as well as in the Beast Mode retail store in Oakland, Calif. A second location of the store is scheduled to open in Seattle on Saturday, Thompson said.
A portion of the sales from each bar will benefit Lynch’s Fam 1st Family Foundation, which mentors kids.
Lynch filmed an “I Love Lucy” -type video to promote the chocolate bars, which depicts him struggling to keep up with a fast-moving chocolate gift-box assembly line.
Seattle Chocolates, which has 70 employees in its Tukwila office and factory, won’t have a solid idea of the sales numbers until the 30-day exclusive has ended, but Thompson is already feeling the attention.
“The computers and phones are exploding,” she said.