New agreement will see the agency represent the brand for licensing extensions.

Food licensor Jel Sert has extended its partnership with licensing agency Brand Central to include representation of its brand portfolio including Otter Pops, Fla-Vor-Ice, Wyler’s and Royal.

Brand Central, which already represents the brand for licensing acquisitions, will now also be responsible for identifying and securing new licensing opportunities for Jel Sert’s iconic brands. In the past 6 years, Brand Central has helped Jel Sert acquire brands including Hershey’s, Baskin Robbins, Margaritaville and more.

“Jel Sert’s beloved portfolio of family favorites from childhood classics like Otter Pops and Fla-Vor-Ice, to pantry staples like Royal pudding and Wyler’s Light, will easily extend into new categories,” says Nancy Sanieoff, senior licensing manager, Nancy Sanieoff. “We can envision Wyler’s Light frozen novelties, Royal pies and ready to eat pudding, and Otter Pops nostalgic merchandise from food and t-shirts to costumes.” 

“Brand Central has been a great partner of ours for many years to acquire licenses, and we have total confidence they will help us further our licensing program by extending our brands into new product categories,” says Ken Wegner, president, Jel Sert.