Firefly Brand Management is expanding the SPAM brand for its client Hormel Foods, inking consumer products deals worldwide.

Premier Surf Shoe brand Sanuk will make branded Sidewalk Surfer shoes. This deal capitalizes on the brand's popularity in Hawaii.  

Headline Entertainment is the lead apparel licensee with a line of t-shirts; Rizzoli USA has signed on for calendars; Aquarius will make stationery and novelty items; and Rasta Imposta will create costumes.

Hormel Foods debuted SPAM products in 1937, and the canned meat gained popularity during WWII. Since then, seven billion cans of SPAM product have been sold. 

“The SPAM brand has a unique emotional connection to consumers that reaches a wide demographic and spans many countries around the world,” says Eve Lemaster, executive director, Firefly Brand Management. "The SPAM brand is a part of American heritage, and consumers can look for many more interesting licensed categories to reach the market through 2012 and beyond."