Kraft Heinz Licensing Announces Broadened Licensing Program

Deals include numerous brands including Jet Puffed and Oscar Mayer.

February 25, 2022

Kraft Heinz

The Kraft Heinz Company, together with its exclusive licensing agency Brand Central, continues to expand into new merchandise categories as it scales its consumer products program with more than 25 total licensees.

The new licensed partners are creating an assortment of Kraft Heinz branded products featuring brands such as Kool-Aid, Heinz, Jell-O, Jet Puffed, Oscar Mayer and more.

New partners include:

Bay Island for food gift sets
Big G Creative for board games
Centric Beauty for novelty health and beauty
Cotton On for a Kool-Aid collaboration
G&S Metal Products for housewares and bakeware
Hyperkin for video game controllers and accessories
Komar for sleepwear
Morris National for Jell-O and Kraft Peanut Butter confections
Nostalgia Products for kitchen electrics
Puma for footwear and apparel collaborations
Shock Doctor for Kool-Aid flavored mouth guards
SWAG Golf for golf accessories
Ruz for seasonal and ornaments
USAOpoly for Kool-Aid Monopoly and Jenga games
YWOW for novelty puzzles

The new partners join Kraft Heinz existing licensees:

Candyrific for Kool-Aid confections
Funko for vinyl figures and plush
Fiesta for amusement plush and inflatables
Mad Engine for apparel and accessories
Odd Sox for hosiery and underwear
Rasta Imposta for Halloween costumes
Steel City for Heinz apparel and accessories
TMP for fully branded e-commerce stores
Toynk for puzzles, drinkware, kitchen items and novelty
Trevco/Mask Club for face masks
WSLicensing for stationery items, drinkware and blankets
YouTooz for collectible figures and plush
Zuru for miniature collectibles

“Together with Brand Central, we are growing a collection of strategic licensing partnerships to drive cultural conversations around our brands,” says Whitney Shaw, director, U.S. strategy and partnerships, Kraft Heinz. “These partners provide us with ways to innovate in new food and beverage categories and break new ground in the industry on how food and beverage products come direct to consumers.”