Sweethearts Candy Announces Licensing Program 

The first partnerships in 2022 will be with Crocs and Froot Loops.
License Global

January 25, 2022

Sweetharts Crocs alongside Sweethearts Froot Loops

Sweethearts candy has announced a new licensing program to roll out during 2022 and joined forces with Crocs and Froot Loops to create co-branded items.  

Crocs will offer shoe styles for toddlers, kids and adults showcasing Sweethearts' signature designs. The shoes and Sweethearts Crocs Jibbitz charms will be available at Foot Locker, Shoe Palace, Finish Line, Champs, Eastbay and others, and on the Crocs website in Crocs stores and outlets globally.  

Froot Loops has created a new Froot Loops Sweethearts Spread Love Edition cereal. Froot Loops will take on heart-shaped cereal pieces with the classic Froot Loops flavor. The special edition will be distributed broadly at retail in leading mass and grocery stores starting this month. 

The licensing program is managed by Lisa Marks Associates (LMA), the long-term licensing agency for Spangler Candy Brands, owner of the Sweethearts brand, 

Other licensing partnerships will be announced throughout the year, including collaborations with Centric

Beauty, American Marketing Enterprises, Briefly Stated, Dan Dee, MTB, Bentex, Suburban Riot, Zuru and more. LMA will also oversee these partnerships. 

"Partnering with Sweethearts for Valentine's Day is a natural fit for Froot Loops. Few things evoke parents' nostalgia and kids' delight like Sweethearts does," says Laura Newman, senior director, brand marketing, Kellogg Company. "We hope that when customers try a bowl of the Spread Love collaboration between Froot Loops and Sweethearts, the colorful and heart-shaped cereal creates shared moments of joy." 

"For the past 15 years, we've been honored to work with the fabulous team at Spangler Candy Company, and most recently have been thrilled to develop the licensing program for the iconic and beloved Sweethearts brand, along with Dum-Dums and Necco," said Lisa Marks, president, LMA. "The latest Sweethearts partnerships reflect the power of the brand as the original and authentic heart-shaped Valentine's Candy, a 100- year old classic American brand with multi-generational appeal and ubiquitous awareness." 


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