Hershey confirms deals to expand its portfolio with toy licensing agreements

The Hershey Company has expanded its operations into general merchandising and through its North American broker, Brand Activation Consulting, it is set to release a line of toy products, externally delivered through creating a series of licensing agreements.

As the business explains, under its latest deals, there will be a number of series released over the next year, including Kellytoy, a subsidiary of Jazwares, LLC, for everyday and seasonal plush, both fully branded and co-branded with Squishmallows.

In addition, its other agreements include Funko Consumer Products, Zuru 5 Surprise Toy Mini Brand Collectables, Spin Master Games and Puzzles, YWow novelty size puzzles and inflatable games, Gener8 Collectables and annualised Food Play toys at Five Below.

“Fans of beloved brands from The Hershey Company now have even more ways to celebrate their favourite sweets with plush toys, puzzles and games with offerings from some of the most popular toy and recreational companies on the market,” said Michelle McLaughlin, CEO, BAC.

The announcement is the third this year for The Hershey Company’s global licensing team, which continues to expand in key strategic pillars with additional products and collaborations as part of an important growth strategy for Hershey and its portfolio of brands.

“We continue to expand into relevant categories that are meaningful, engaging and, most importantly, bring joy to consumers of all ages,” said Tammy Leber, Associate Global Licensing Manager.

Brand Activation Consulting (BAC) is a global licensing agent founded in 2015 by industry veterans Michelle McLaughlin and Bob Traub. BAC has expertise ranges from licensed product categories from food to apparel and consumer packaged goods. BAC represents notable brands, including Build-A-Bear Workshop, The Hershey Company, Just Born Foods (Peeps, Mike & Ike, and Hot Tamales), Skippy Peanut Butter, Hormel Chili, Revlon, Mr. Men Little Miss, NDK Swiss, ProMelt Deicer, and Teflon.

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