Hershey, PA — The Hershey Co. has signed five new partners to expand its line of officially licensed apparel. The partners include Mad Engine for adult and children’s apparel, Bioworld for adult sleepwear and accessories, American Marketing Enterprises Inc., a division of Centric Brands LLC, for children’s sleepwear, Super Retro Brands for men’s boxers and accessories and ODD SOX for hosiery and accessories.
“The Hershey Company has a roster of iconic brands and we are thrilled to offer these new licensees and items that we know fans will love,” says Michelle McLaughlin, CEO, Brand Activation Consulting, the company’s licensing partner.
Products will launch later this year and include both everyday and seasonal apparel offerings. Additional products and collaborations in Hershey’s growing line of officially licensed apparel will be announced later this year.
“Licensing is an important growth strategy for Hershey and its portfolio of brands,” says Ernie Savo, senior director, global licensing, Hershey. “Consumers have a deep affinity for brands like Hershey’s and Reese’s, and apparel is another example of how we’re able to strengthen that connection beyond the snacking experience.”