Kraft Heinz Licensing Announces Broadened Licensing Program

Deals include numerous brands including Jet Puffed and Oscar Mayer.
License Global

February 25, 2022

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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.” 

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