Firefly Brand Management has appointed Bioworld Merchandising as the master apparel partner for Hormel Foods’ SPAM brand.

Bioworld plans to create collections of SPAM apparel, headwear and accessories, available at retail this winter.

“The SPAM brand has a unique emotional connection to consumers that reaches a wide demographic and spans many countries around the world,” says Cynthia Modders, president, Firefly. “The SPAM brand is part of American Heritage, and consumers feel that intrinsic connection.”