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Cinnabon – Focus Brands
Through the leadership of Focus Brands Licensing Division, the Cinnabon brand has been able to leverage partnerships with CPG, Foodservice, and eCommerce partners to deliver new product experiences to consumers. The more than 45 partnerships and over 80 SKUs developed by this team gives fans a taste of the iconic brand in over 37,000 points of distribution across retailers and foodservice locations nationwide, plus access online (Amazon, Harry & David).
Cinnabon covers the entire grocery store, represented in over 10 separate aisles. New category penetration (five launches in 2022), product innovation, and continued success with existing partners (Pillsbury, Kellogg’s, etc.) helped further cement Cinnabon as a licensing leader. In foodservice, Cinnabon continued long-standing partnerships with leaders like Taco Bell, Pizza Hut, and Sonic, and launched new products with Applebee’s and Sheetz.
Coca-Cola – The Coca-Cola Company
In 2022, Coca-Cola Global Licensing participated in the launch of Coke Creations, a series of limited-edition beverage releases and immersive experiences inspired by Gen Z and cultural trends. Elements of these new flavors of Coca-Cola were woven into fashion apparel, collectibles, beauty, digital, and more, encompassing bold themes of “Space” (Starlight), “Born in the Metaverse” (Byte), and “The realms of the surreal, imaginary, and the otherworldly” (Dreamworld).
Launches were timed to support beverage releases throughout 2022, allowing collaborations with several relevant trend partners to be highlighted on the Coke Creations website, showcasing their products to consumers around the globe. Partners include Staple Pigeon, Makeup Revolution, PacSun, Fineapple, Cooluli, VeVe, ManiMe, BE@RBRICK, Judydoll, Corsair, KidSuper, Lisse, and more. There were over 1.17 billion impressions for licensed merchandise supporting Starlight and Byte beverage launches alone.
Hello Kitty Cafe – Sanrio
The newest Hello Kitty Cafe opened in July 2022 at Fashion Show Las Vegas, the premier shopping destination located on the world-famous Strip. Over 500 fans lined up for opening day! It came exactly three years after the wildly successful opening of its sister pop-up concept at The Park LV in 2019, in addition to its California counterparts, which include the Hello Kitty Grand Cafe in Irvine, Calif. and two Hello Kitty Cafe Trucks that launched in 2014 and continue traveling the country today.
The latest location serves a variety of Hello Kitty-themed crafted beverages, from coffee to an array of lemonades and teas. Delectable sweets include Hello Kitty cakes, croissants, donuts, and all-new Hello Kitty taiyaki ice cream. Exclusive merchandise includes mugs, t-shirts, and tote bags. With Las Vegas being such an international destination, fans from all over the world have been visiting the Hello Kitty Cafe since opening.
Hershey’s & Reese’s – The Hershey Company (MDR Brand Management)
The creative innovation driving Hershey’s licensing program continued to grow globally through new products, partners, territories, and retail channels. Across North America, Latin America, Japan, Korea, Southeast Asia, Australia, and the U.K., the licensee portfolio grew to over 100 licensees. Within F&B, the categories expanded outside of ice cream, bakery, refrigerated and frozen desserts, and cereal to also include chocolate milk with added protein, Reese’s Nutrageous ice cream, and Reese’s Puffs Minis.
Global highlights included launching a Hershey’s Cornetto across Southeast Asia, expanding the Hershey’s Cookies ‘n’ Creme portfolio across Latin America, and launching into frozen cheesecakes and ambient bakery in the U.K. for the first time. The general merchandise categories program saw record breaking 35% YOY growth. Collaborations launched with LOL Surprise Dolls, Squishmallow Plush, Shopkins and Anirollz, Five Surprise Collectables, Glamlite Cosmetics, and backpacks with Sprayground.
M&M’S, Snickers, Twix, Skittles, Starburst – Mars Wrigley (Brand Central)
Mars Wrigley’s portfolio of brands (M&M’S, Snickers, Twix, Skittles, Starburst) has a highly successful licensed products program. The program spans on-trend merchandise including candy dispensers, candles, apparel, home décor, and collectibles. Mars Wrigley brands have collaborated with leading fashion brands including Adidas and Bape, both of which sold out shortly after launch. Adidas products featured innovations of interchangeable color badges to mimic M&M’S on the shoes.
Mars has partnered with leading CPG companies like Danone, ConAgra, and General Mills for food and beverage products and other food categories have been launched with partners in popcorn, cookies, beverages, confection, and more.
Retail acceptance across grocery, mass, and club for food and beverage products is high. Candy Pop popcorn is a best seller, Skittles Drink Sticks are #1 in Walgreens, and the Original Donut Shop Snickers K-Cup was the top new flavor launched at Kroger.
Peeps – Just Born (Brand Activation Consulting)
The Peeps brand licensing program sells more in our 12-week season than most programs sell all year! Peeps Marshmallow Candies are the top Non-Chocolate Easter candy brand and an Easter basket staple. The licensing program focuses on the iconic Peeps Chick and Bunny characters, with a wide breadth of product driven mostly by fully branded plush, novelty toys, apparel, HBA, pet toys, and confection gifting. The brand also attracts major CPG and premium collaborations, including Kellogg’s Cereal, Sally Hansen Nail Polish, and ColourPop Cosmetic to name a few. Peeps licensed products are in 110,000 retail doors from across various channels with branded statements. Securing these annual retail statements has led to a +35% five-year CAGR. The program is also a media darling, generating more than 42 billion impressions every Easter.
Tapatio Hot Sauce – Tapatio Foods (Brand Central)
Tapatio Hot Sauce is a beloved national hot sauce brand known for its passionate fan base and its distinct, spicy flavor. Tapatio, with its exclusive licensing agency Brand Central, continues to expand beyond hot sauce into a nationally recognized grocery staple. Tapatio has partnered with CPG giants such as Frito Lay for Tapatio Doritos (eight years), Anhueser Busch for a RTD spicy chelada, and Conagra for Tapatio BIGS sunflower seeds.
Tapatio’s other wildly successful food partnerships include Unity Food’s Tapatio Ramen, as well as Snak King’s Tapatio salty snacks and Suntree Snack Foods’ Tapatio nuts. Tapatio’s licensed products can be found in national retailers such as Walmart, 7-Eleven, Albertsons, Costco, and Sam’s Club. Tapatio continues to expand into hot merchandise categories like its sold-out cosmetics collaboration with Hipdot.
