Stuller and World Trade Jewelers have extended their brand collaboration agreement to include Scrabble-brand jewelry.

The Scrabble jewelry builds on the companies’ existing partnership for the development and distribution of Hershey’s Kisses and Sweethearts-branded jewelry.

WTJ will maintain the jewelry licenses and develop the lines, while Stuller will be the exclusive distributor to the independent market.

Stuller began selling 27 styles of Hershey’s Kisses jewelry in January 2012 in a line that has now expanded to include more than 250 styles.

“The debut of Scrabble brand jewelry and the expansion of the Hershey’s Kisses jewelry lines are examples of how WTJ has successfully translated highly recognizable and legendary consumer brands into jewelry demand,” says Murray Shabot, president and chief executive officer, WTJ. “For years, we’ve handled our own fulfillment, but now, it is massive. The independent channel needed a proven leader to take it over, and Stuller is that perfect partner. We’ll continue to distribute to our national partners, but our strategic alliance with Stuller allows us to focus on product creation and marketing, which is our specialty.”