The Kraft Heinz Company, with its licensing agency Brand Central, is expanding into merchandise with the launch of  its consumer products program.  The new licensed partners are creating an assortment of branded products leveraging the iconic Kraft Heinz brands including Planters®, Kool-Aid®, Heinz®, Jell-O® and more!  New partnerships include:

• Mad Engine, which was renewed for apparel and accessories
• Zuru for 5 Surprise Mini Brands collectible toys
• Rasta Imposta for Halloween costumes
• Steel City for Heinz® apparel and accessories
• BandMerch for the www.ShopBabyNut ecommerce merchandise program

“We are thrilled to launch a comprehensive merchandise program with these beloved Kraft Heinz brands and the top licensees in the industry”, says Ross Misher, CEO of Brand Central.  These brands have such a powerful impact on today’s consumers outside of the grocery aisles.  We can’t wait for fans to show their love for these brands through a variety of new products being created from Kool-Aid t-shirts to Planters Baby Nut plushies!”

In addition to launching a number of new products, Brand Central will continue to drive growth for the Kraft Heinz brands by pursuing new partnerships in categories including lifestyle merchandise and more.  Mad Engine and Steel City have launched sales.  In addition to Planters, Kool-Aid, Heinz and Jello, Brand Central, which signed to represent Kraft Heinz last year, is handling licensing for the Jet-Puffed, Kraft Mac & Cheese, Oscar Meyer, Philadelphia, Velveeta brands