Iscream and The Kraft Heinz Co. (Kraft Heinz) have partnered for a range of food-themed plush products inspired by Kraft Heinz brands, including Kraft Mac and Cheese, Jet-Puffed, and Oscar Mayer. Three items from the collection recently launched at IT’SUGAR retail locations and online.
The collaboration was brokered by Kraft Heinz licensing agency Brand Central. It combines Iscream’s creativity with Kraft Heinz’s branding and IT’SUGAR’S retail expertise.
The Kraft Mac and Cheese plush includes four removable plush noodles. | Source: Iscream
The Jet-Puffed plush features five removable smiling marshmallows. | Source: Iscream
Customers can remove mini plush hotdogs from the Oscar Mayer Wieners pillow. | Source: Iscream
Kraft Heinz, Iscream, and IT’SUGAR aim to provide customers with the essence of recognizable food products in a soft, huggable form. The first items released at IT’SUGAR locations include the Jet-Puffed Marshmallow Package Pillow ($39.99), the Kraft Mac and Cheese Plush Pillow ($24.99), and the Oscar Mayer Wieners Package Pillow ($34.99). Each item features removable plush such as eight Oscar Mayer hot dogs, four Kraft Mac and Cheese noodles, or five Jet-Puffed marshmallows.
“This collection is a unique play on such iconic brands and a fantastic way for fans to showcase their love for Kraft Heinz in a fun and collectible way,” says Justin Clinger, Assistant Vice President Creative and Marketing of IT’SUGAR.
“Our brands make people of all ages smile,” says Charter Foster, Senior Manager, Licensing at Kraft Heinz. “This isn’t your normal plush — in teaming up with Iscream and IT’SUGAR, we loved the idea of making something ordinary a little more extraordinary and extending our reach into new categories and retail channels. In line with our licensing strategy, our goal was to deliver a unique experience and continue building brand love by strengthening that connection between consumers and the Kraft Heinz portfolio of brands we all know and love.”
“Our mission at Iscream has always been to infuse joy and creativity into everyday products, and we believe this partnership perfectly embodies that ethos,” says Jennifer Mines, Vice President at Iscream. “These plush items are not just decor; they celebrate iconic brands and the memories they evoke.”
For more information, visit itsugar.com.
