| (a) | Confidential Information. For purposes of this Agreement, Confidential Information means all information disclosed by a Party (each a “Disclosing Party”) to the other Party (each a “Receiving Party”), whether orally, in writing, or otherwise, that is designated as confidential or that reasonably should be understood to be confidential given the nature of the information and the circumstances of the disclosure or information. Confidential Information shall include, but is not be limited to, all intellectual property, data, materials, products, technology, computer programs, specifications, manuals, business plans, software, marketing plans, financial information, item mix, sales data, marketing plans, upcoming promotions and sweepstakes, financial results and potential acquisitions to be made by the Disclosing Party and other information disclosed or submitted, orally, in writing, or by any other media, by either Party or its employees, affiliates, or related entities. Confidential Information excludes information that (i) is or becomes generally known to the public without any breach of this Agreement by the Receiving Party; (ii) was known to the Receiving Party prior to its disclosure by the Disclosing Party without breach of any obligation by a third party to the Disclosing Party; (iii) is received from a third party without any obligation of confidentiality to the Disclosing Party; or (iv) was independently developed by the Receiving Party without use of or reference to the Disclosing Party’s Confidential Information. |