New licensees will expand the candy brand into new categories such as apparel, toys, crafts and more.

Just Born Quality Confections has partnered with four new licensees for a full range of merchandise inspired by the candy brand Peeps.

Brand Activation Consulting, Just Born’s North American licensing agent, brokered the deals.

Ruz USA has signed on to create a line of branded plush and seasonal items, including baskets, décor, tabletop and novelties.

Meanwhile, Savvi will develop a collection of craft and activity items such as sticker and tattoo sheets and sets, Colorups, scratch art, t-shirt tattoos and puzzles.

Just Born also partnered with Intimo Licensing also on board to launch a range of Peeps-inspired sleepwear, onesies, robes and underwear for both adults and children.

Finally, Marcus Fabrics has entered into an agreement for a range of themed fabric by the yard, fabric kits and scrubs.

“With over 40 percent year-on-year growth of our licensed business across mass, drug and grocery, the addition of these partners helps us to continue to expand into new categories and retail channels, while also providing a variety of new ways for our loyal Peeps fans to experience and engage with the brand,” says Keith Domalewski, director, marketing and consumer engagement, Just Born.

Just Born and Brand Activation will be exhibiting at Booth #J72 during Licensing Expo, May 23-25.