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Brandgenuity Helps White Castle Celebrate 100th Birthday

Collabs, collectibles and more are in store for the restaurant’s milestone anniversary.

White Castle celebrates 100 years throughout 2021 with brand partnerships, a sweepstakes, promotions, limited-edition menu items and virtual events, including a livestreamed virtual Birthday Bash that took place on May 26 and a virtual Cravers Hall of Fame scheduled for July.

Brandgenuity, White Castle’s brand licensing agency, is amplifying the 100th birthday with a program of licensed collaborations and partners, including PUMA, DGK, Funko, Spirit Halloween, Spencer’s Gifts and more. Each collaboration will memorialize White Castle’s heritage and cultural cachet with nods to its past.

White Castle announced the forthcoming PUMA partnership during their Birthday Bash livestream on May 26.

“Celebrating our 100th year and working closely with Brandgenuity has empowered us to bring a White Castle connection to more places in fun and unexpected ways,” says Lynn Blashford, chief marketing officer, White Castle.

The PUMA x White Castle collab transforms PUMA silhouettes with inspiration from the Original Slider and the White Castle brand. The PUMA x White Castle collection launched June 25 at the PUMA NYC flagship store, and across Foot Locker. An additional PUMA x White Castle collection will be released this fall.

Skate brand DGK will launch a White Castle x DGK collection later this summer.

The Funko Pop! White Castle Slider figure, one of Funko’s new Foodies Pop! figures, was introduced to fans in May. The Foodies line, an extension of the Pop! Ad Icons collection, is now available for pre-sale at Entertainment Earth.

Spirit Halloween is creating limited-edition costumes and Spencer’s Gifts is developing a direct-to-retail line of apparel, accessories and novelty items, providing fans with badge wear. Both will launch this fall.

“White Castle is a fast food and retail pioneer with an unmatched loyal fanbase,” says Louis Drogin, partner, Brandgenuity. “We’re thrilled to celebrate White Castle’s 100th birthday, helping them make memorable moments every day this year and beyond by providing Cravers with new ways to enjoy White Castle through exciting brand extensions.”

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