THE HERSHEY COMPANY IS PARTNERING WITH FAN-FAVORITE ICONS

The Hershey Company, the famous American confectionery multinational, is placing a strong emphasis on fan-favorite collaborations. LICENSING MAGAZINE interviewed Ernest Savo , President of Global Licensing at The Hershey Company, to discover more about how popular brands enhance their goods.

Why has the theme of fan-favorite partnerships become so important to Hershey, and how does it relate to your products?

With a legacy spanning over 125 years in the confectionery business, The Hershey Company has consistently delighted consumers. Products such as Hershey’s chocolate, Reese’s peanut butter cups and Jolly Rancher candy have been leading the way, and our diverse portfolio has become a household staple for families around the world. Hershey continues to deliver moments of goodness that often remind us of our most cherished childhood memories, and partnering with other fan-favorite icons drives continued excitement for our brands.

In recent months, you’ve centered numerous licensing partnerships on the concept of fan-favorite partnerships. Could you give us further details?

Hershey’s Kisses chocolates debuted in 1907, instantly becoming a success among multiple generations. Collaborations with evergreen brands, such as The Grinch?, have resonated with consumers, with The Grinch? + Kisses selling out nationwide during its initial launch and being deemed the #1 innovation in the category.

Another classic example is the recent Harry Potter? x Hershey’s collaboration, where Hershey’s and Hershey’s Kisses Milk Chocolate invited fans back to Hogwarts? with the release of limited-edition chocolate.

The collection launched with 21 spellbinding Kisses foils and 12 Hershey’s Milk Chocolate Bars, which featured designs of the Hogwarts? Express, Hedwig the Owl, Ron Weasley’s flying car, and more. The chocolate bars also included magically inspired images, like wands, brooms and Harry’s eyeglasses imprinted onto the milk chocolate.

The collaboration exceeded expectations with over $9M+ in retail sales. Notably, three Harry Potter? x Hershey’s items were within the Top 10 Take Home Halloween Innovations in 2023*. A viral phenomenon, the collaboration saw thousands of organic social posts on TikTok, receiving over a million likes and impressions, proving just how buzzworthy these partnerships are for fans nationwide.

What in general are the company’s innovations for 2024?

With the recent success of current fan-favorite partnerships, Hershey is excited to continue collaborating with brands that drive consumer engagement. Most recently, the Hershey’s brand and Peanuts teamed up to celebrate moments of togetherness and friendship with Hershey’s Kisses Milk Chocolates with Snoopy & Friends Foils and Heart Box, released for Valentine’s Day. Hershey recognizes the power behind brand collaborations and will continue to drive this excitement into 2024 and beyond.

*SOURCE: TH Innovation Items, Circana 2023 Halloween, CMG