There’s a reason why everyone was vying for a ticket to Willy Wonka’s chocolate factory. It’s because chocolate makes people happy. Whether you’re striving to be the coolest house on the block by giving out full-size Kit Kat bars on Halloween or campaigning to be the favorite grandparent by slipping kids egg-shaped Reese’s on Easter, chocolate creates good vibes all around — and Hershey plays a key role in that.
The iconic brand took off when Milton Hershey founded The Hershey Chocolate Co. in 1894. In 1900, he introduced the public to Hershey’s Milk Chocolate Bars — and the rest is history. Over the past century, Hershey expanded beyond chocolate into other categories of sweets and treats, including Twizzlers, Jolly Rancher, Ice Breakers, Bubble Yum, Skinny Pop, Pirate’s Booty, and more. While Hershey is already a staple in the snack aisle, kids can now expect to see their favorite treats popping up in the toy department as the company moves further beyond its general merchandise business into toy and game licensing.
“Fun and enjoyment are at the heart of our confectionery brands, which I believe we share with the toy category. Brands like Reese’s, Hershey’s, and Hershey’s Kisses have that unique ability to simply put a smile on your face,” says Ernie Savo, director of global licensing and business development at The Hershey Co.
You may not want a candy bar sitting on your shelf for years, but you can show off your sweet tooth in other ways with Hershey-branded collectibles that will last forever. Funko recently released both a plush and a vinyl version of a Hershey’s Kiss, and opened preorders for a Funko Pop!-ified Hershey’s Milk Chocolate Bar and a pack of Twizzlers with friendly faces. Jazwares kicked off a collection of everyday and seasonal Squishmallows that started with a Halloween squad featuring spooky Squishmallows characters popping out of candy bar wrappers, such as a jack-o’-lantern nestled inside a Reese’s Peanut Butter Cup and a toothy bat peeping out of a Jolly Rancher.
ZURU added Hershey products to its 5 Surprise Mini Brands collection — mystery capsules filled with tiny collectibles based on real brands available in any grocery store. “Hershey has global relevance and recall. It’s a brand that has built affinity for generations. We are on a mission to make the world’s most iconic brands mini and Hershey has been a priority since we started,” ZURU Director of Licensing Kerry Gilmour says. “We knew it would be received so well by our miniacs and were delighted we could partner with them for our successful Series 3 and into new lines moving forward.”
5 Surprise Mini Brands feature teeny versions of Hershey’s Chocolate and Strawberry Syrup, Reese’s Pieces, Mr. Goodbar, and other treats that are a direct translation of the real thing. “If you stay true to your brand architecture and design, there is no need to reinvent your brand for a category. It should be intrinsic to your brand proposition,” Savo says. “Selfishly, for ZURU’s customers and collectors, it must be more exciting to unbox a mini replica Hershey’s bar than a mini can of tuna fish, right?” he jokes.
There are even more sweet toys in the works. Consumers can expect Hershey appearances in Shopkins collectibles from Moose Toys, the L.O.L. Surprise! doll brand from MGA Entertainment, games and puzzles from Spin Master, novelty-size mini puzzles and inflatables from YWOW, and Gener8 collectibles and food play toys at Five Below.
Hershey’s iconic brands have gotten the toy treatment many times in the past, but this latest parade of licensing deals is part of a bigger push from the company to grow its licensing business this year. “In today’s fractured media environment, reaching consumers is increasingly more difficult,” Savo says. “Relevant licensed items enable your brand to reach consumers in new channels and new categories, which ultimately keeps your brand top of mind.”
Hershey will continue to grow its general merchandise programs as well, with plans to expand seasonal business with celebration items and make statements within specialty channels. Upcoming brand collaborations include additional consumer products from Funko, Hershey’s color cosmetics from Glamlite, a Reese’s Pieces sock collection from Stance, and Jolly Rancher and Hershey backpacks from Sprayground, among others.
In April, Sprayground launched a limited-edition Hershey’s Shark Bite Backpack featuring large chocolate bar pips, the remnants of a wrapper, and a 4D bite-mark effect on the side. “The team and I worked super hard to make this backpack look like a real Hershey’s Chocolate Bar. We did hundreds of prototypes and sketches to make sure it looked as hyper-realistic as possible, and fans are loving it,” Sprayground Founder and Creative Director David BenDavid says.
“Choc” it up to experience, but with more than 127 years in market, there’s a reason why everyone wants a piece of the Hershey bar. “Hershey is, and will continue to be, a brand for everyone,” Savo says. “It’s an accessible brand [that’s] job is to help consumers share more moments of goodness together, and that’s something the world at large can always use!”
This article was originally published in the May 2022 edition of the Toy Book. Click here to read the full issue!
