White Castle celebrates 100 years as the Original Slider authority, QSR and retail pioneer and innovator throughout 2021 with iconic brand partnerships, a time-traveling sweepstakes, promotions, limited edition menu items and virtual events, including a livestreamed virtual Birthday Bash that took place on May 26 and a Virtual Cravers Hall of Fame that will take place in July.

Brandgenuity, White Castle’s brand licensing agency, is amplifying the 100th birthday with a program of licensed collaborations and partners, featuring PUMA, DGK, Funko, Spirit Halloween, Spencer’s Gifts and more. Each will memorialize White Castle’s heritage and inimitable cultural cachet with nods to its iconic past while remaining trend-right, affirming White Castle as a timeless food and pop culture icon and rewarding Cravers.

White Castle announced the forthcoming PUMA partnership during their Birthday Bash livestream on May 26 to excitement. “Celebrating our 100th year and working closely with Brandgenuity has empowered us to bring a White Castle connection to more places in fun and unexpected ways,” said Lynn Blashford, Chief Marketing Officer at White Castle.

Made for the Cravers, the all-new PUMA x White Castle collab transforms classic PUMA silhouettes with inspiration from the timeless Original Slider and iconic White Castle brand. The PUMA x White Castle collection launched June 25 at the PUMA NYC Flagship store, PUMA.com and across the Foot Locker Inc. family. An additional PUMA x White Castle collection will be releasing this fall.

Global skate authority DGK, known for their bold street-smart collaborations, will launch a White Castle x DGK collection later this summer.

The Funko Pop! White Castle Slider figure, one of Funko’s new Foodies Pop! figures, was introduced to fans in May. The Foodies line, an extension of the popular Pop! Ad Icons collection, is now available for pre-sale at Entertainment Earth.

Spirit Halloween is creating cheeky, limited edition costumes, and Spencer’s Gifts is developing a direct-to-retail line of apparel, accessories and novelty items, providing fans with more craveable badge wear. Both will launch this fall.

“White Castle is a fast food and retail pioneer with an unmatched loyal fanbase. We’re thrilled to celebrate White Castle’s 100th birthday, helping them make memorable moments every day—this year and beyond—by providing Cravers with new ways to enjoy White Castle through exciting brand extensions,” said Louis Drogin, Partner at Brandgenuity.

About White Castle
White Castle, America’s first fast-food hamburger chain, has been making hot and tasty Sliders as a family-owned business for 100 years. Based in Columbus, Ohio, White Castle started serving The Original Slider® in 1921. Today White Castle owns and operates more than 360 restaurants dedicated to satisfying customers’ cravings morning, noon and night and sells its famous fare in retail stores nationwide. The Original Slider, named in 2014 as Time magazine’s “Most Influential Burger of All Time,” is served alongside a menu of creatively crafted Sliders and other mouthwatering food options, including White Castle’s Impossible™ Slider, named by Thrillist in 2019 as the “Best Plant-Based Fast Food Burger.” White Castle’s commitment to maintaining the highest quality products extends to the company owning and operating its own meat processing plants, bakeries and frozen-food processing plants. In 2021, 100 years after the first Slider was sold, Fast Company named the fast-food pioneer one of the “10 Most Innovative Dining Companies.” White Castle is known for the legendary loyalty of its team members, more than 1 in 4 of whom have worked for White Castle for at least 10 years, and also for its faithful fans (“Cravers”), many of whom compete each year for entry into the Cravers Hall of Fame. The official White Castle app, available at iTunes App Store or Google Play, makes it easy for Cravers to access sweet deals and place pickup orders at any time. They can also have their orders delivered using one of White Castle’s delivery partners. For more information on White Castle, visit whitecastle.com.

About Brandgenuity
Brandgenuity is a leading global independent brand licensing agency that extends iconic brands into products, services and experiences that delight consumers, raise brand awareness and generate revenue. The agency’s clients include BMW, Church & Dwight, Sazerac (Fireball Whisky, Buffalo Trace), Kao (Jergens, John Frieda), Mr. Kate, Kahlua, White Castle, NFL Players Association, and others. Brandgenuity has won numerous industry awards. For more information, visit our website http://brandgenuity.com.