The Hershey Company Adds Five Apparel Licensees

Socks and sleepwear collaborations have brand lovers covered from head to toe.

June 11, 2021

The Hershey Company announced its global licensing agent Brand Activation Consulting has signed five new partners to expand its line of officially licensed apparel. The new partners include Mad Engine for adult and children’s apparel, Bioworld for adult sleepwear and accessories, American Marketing Enterprises, a division of Centric Brands, for children’s sleepwear, Super Retro Brands for men’s boxers and accessories and ODD SOX for hosiery and accessories.

“The Hershey Company has a roster of iconic brands, and we are thrilled to offer these new licensees and items that we know fans will love,” says Michelle McLaughlin, chief executive officer, Brand Activation Consulting.

Products from the partners will launch at retailers later this year and will include both everyday and seasonal apparel offerings. Additional products and collaborations in Hershey’s growing line of officially licensed apparel will be announced later this year.

“Licensing is an important growth strategy for Hershey and

its portfolio of brands,” says Ernie Savo, senior director, global licensing, The Hershey Company. “Consumers have a deep affinity for brands like Hershey’s and Reese’s, and apparel is another example of how we’re able to strengthen that connection beyond the snacking experience.”