Kraft Heinz and Iscream Unveil Plush Collection at IT’SUGAR

New products will roll out throughout the year.

License Global

May 2, 2024

2 Min Read
License Global

Iscream, a lifestyle brand, has unveiled a new collaboration with The Kraft Heinz Company, launching at IT’SUGAR. Together, they introduce a range of plush items inspired by childhood favorite foods from Kraft Heinz brands, including Kraft Mac & Cheese, Jet-Puffed and Oscar Mayer. 

The first items to be released first at IT’SUGAR locations include: 

  • Jet-Puffed Marshmallows Packaging Plush 

  • Kraft Mac and Cheese Microwave Plush 

  • Oscar Mayer Hot Dog Packaging Plush 

This partnership, brokered by Kraft Heinz’s licensing agency, Brand Central, merges the worlds of food and lifestyle. 

“We are thrilled to collaborate with Kraft Heinz and IT’SUGAR to bring these innovative plush collections to market,” says Jennifer Mines, vice president, Iscream. “Our mission at Iscream has always been to infuse joy and creativity into everyday products, and we believe this partnership perfectly embodies that ethos. These plush items are not just décor, they celebrate iconic brands and the memories they evoke.” 

“Our brands make people of all ages smile,” says Charter Foster, senior manager, licensing, The Kraft Heinz Company. “This isn’t your normal plush – in teaming up with Iscream and IT’SUGAR, we loved the idea of making something ordinary a little more extraordinary and extending our reach into new categories and retail channels. In line with our licensing strategy, our goal was to deliver a unique experience and continue building brand love by strengthening that connection between consumers and the Kraft Heinz portfolio of brands we all know and love.” 

Related:The Sweet Spot: Creating an Experiential Retail Environment with IT’SUGAR

“We are excited to bring the first-ever Kraft Heinz plush collection to retail, available at IT’SUGAR,” says Justin Clinger, assistant vice president creative and marketing, IT’SUGAR. “This collection is a unique play on such iconic brands and a fantastic way for fans to showcase their love for Kraft Heinz in a fun and collectible way.” 

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

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