Hershey Co. Inks Sweet Licensing Deals with Kellytoy, ZURU, Spin Master, More

YWOW and Funko are among the new companies producing toys under license from Hershey. | Source: The Toy Book

The Hershey Co. is expanding its general merchandise business further into toys and games.

Hershey and its North American licensing agent, Brand Activation Consulting, confirmed new licensing agreements with a variety of top companies and up-and-coming companies. Under the new agreements, famous candy brands, including Hershey’s, Reese’s, Twizzlers, Jolly Rancher, and Hershey’s Kisses will come to toy departments over the next year while some are already hitting the market.

“Fans of beloved brands from The Hershey Co. now have even more ways to celebrate their favorite sweets with plush toys, puzzles, and games with offerings from some of the most popular toy and recreational companies on the market,” says Brand Activation Consulting CEO Michelle McLaughlin.

New Partner Deals:

  • Jazwares’ Kellytoy division will produce a collection of every day and seasonal plush, both fully branded and co-branded with Squishmallows;
  • Funko is creating Pop! Vinyl figures and other consumer products;
  • ZURU has added Hershey’s products to series 3 of its 5 Surprise Mini Brands;
  • Spin Master will produce branded games and puzzles;
  • YWOW is creating novelty-sized mini-puzzles and inflatables;
  • and Five Below will offer Gener8 collectibles and food play toys.

Hershey’s brands have been done as toys many times in the past, but this latest raft of licensing deals is part of a bigger push from the company to grow its licensing business this year.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.