The Campbell Soup Company has retained brand agency Big Tent Entertainment to lead the way for a new line of licensed products for the iconic Campbell's soup brand.

The agreement covers the U.S. and Canada.

Under the new multi-year agreement, Big Tent will create a merchandising program in a range of non-consumable categories including home and kitchenware, décor, appliances, storage, publishing, novelty, toys, apparel and accessories, digital and collectibles.