Brandgenuity to Cook Up White Castle Licensing Program

The burger chain will satisfy its consumer products cravings with Brandgenuity. 

NORTH AMERICA–White Castle has appointed licensing agency Brandgenuity to expand its brand through licensing.

Moving forward, Brandgenuity will work to increase White Castle’s presence across a host of new food and lifestyle categories in North America.

“Our goal is to use licensing to feed the souls of cravers everywhere and to create memorable moments,” says Kim Bartley, chief marketing officer, White Castle. “Brandgenuity showed that they have passion for our brand and will bring their licensing expertise and out-of-the box thinking to our White Castle licensing efforts. Their company culture and values align with ours, which matters more than anything as we welcome new agencies to our family.”

White Castle currently operates more than 400 restaurants in U.S. and has a robust frozen food assortment available at retailers such as Walmart, Kroger, Sam’s Club and more.

“White Castle has all the ingredients for licensing success–it’s a pop culture icon with incredible social currency, and the brand has a fanatical following,” says Louis Drogin, partner, Brandgenuity. “The agency plans to extend the brand's bold flavors and its library of retro art to create food and lifestyle extensions for the Craver Nation. We cannot wait to get started."