Los Angeles, CA —  Mars Wrigley, known for their leading portfolio of iconic brands such as M&M’S®, SNICKERS®, SKITTLES®, STARBURST®, TWIX®, DOVE®, EXTRA® and Hubba Bubba®, has selected global brand licensing consultancy Brand Central to extend its best-selling brands into new food, beverage and merchandise consumer product categories.

Brand Central will strategically extend the Mars Wrigley brand portfolio across growing food and beverage categories, innovative merchandise partnerships, and collaborations with leading lifestyle brands.

Brand Central was selected because of its vast experience in food and beverage licensing representing other beloved brands.

“After a thorough search, we are thrilled to select Brand Central as our licensing agency” said Leslie Philipsen, Director, Local Brands and Licensing at Mars Wrigley. “We feel that Brand Central has the strategic initiative and expertise to bring new opportunities to our brands.”

“It is the dream of any licensing agency to represent Mars Wrigley – a portfolio of some of the world’s favorite brands with enormous brand affection. The opportunities are tremendous and the demand is high.  We are thrilled to help them extend into strategic new food and beverage categories and on-trend merchandise that will expand brand footprint and enhance brand love” said Ross Misher, Brand Central’s CEO.    

About Mars Wrigley
For more than a century, Mars, Incorporated has been driven by the belief that the world we want tomorrow starts with how we do business today. This idea is at the center of who we have always been as a global, family-owned business. Today, Mars is transforming, innovating and evolving in ways that affirm our commitment to making a positive impact on the world around us. Across our diverse and expanding portfolio of confectionery, food, and petcare products and services, we employ 133,000 dedicated Associates who are all moving in the same direction: forward. With $40 billion in annual sales, we produce some of the world’s best-loved brands including DOVE®, EXTRA®, M&M’s®, MILKY WAY®, SNICKERS®, TWIX®, ORBIT®, PEDIGREE®, ROYAL CANIN®, SKITTLES®, BEN’S ORIGINAL™, WHISKAS®, COCOAVIA®, and 5™; and take care of half of the world’s pets through our pet health services AniCura, Banfield Pet Hospitals™, BluePearl®, Linnaeus, Pet Partners™, and VCA™.

We know we can only be truly successful if our partners and the communities in which we operate prosper as well. The Mars Five Principles — Quality, Responsibility, Mutuality, Efficiency and Freedom — inspire our Associates to take action every day to help create a world tomorrow in which the planet, its people and pets can thrive. For more information about Mars, please visit  www.mars.com.

About Brand Central
Brand Central LLC is a premiere global brand consultancy that provides comprehensive business solutions in the areas of brand extensions to some of the world’s most recognized brands including:  Takis®, Tapatio Hot Sauce®, Heinz®, Oscar Mayer®, Jell-O®, Kraft Macaroni and Cheese and many more. Their mission is to help clients unlock the full potential of their brands to enhance value while generating substantial revenue. For additional information please contact Ross Misher at 310-268-1231 or visit www.brandcentralgroup.com.