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LMA, Bazooka Chew on Licensing Deals

The bubblegum brand is getting a new licensing program from new agent Lisa Marks Associates.

Lisa Marks Associates has been selected as licensing agency to represent the Bazooka bubblegum brand.

LMA will be developing the licensing program across all product categories, including ice cream and ice cream novelties, frozen and ready-to-drink beverages, personal care, toys and games, apparel and accessories, gifts, novelties and collectibles, stationery and party goods, pet products, home décor, digital games and more. The program will focus on North America with planned new partnership launching in 2021.

“We are very excited about the opportunity to work with Bazooka, a treasured brand with lifelong popularity,” says Lisa Marks, president, Lisa Marks Associates. “Bazooka is an iconic consumer brand with a great character in Bazooka Joe. The brand is a natural fit within LMA’s broader portfolio of iconic, leading and timeless brands and we envision a strong and vibrant licensing program with key partners across meaningful product categories.”

Bazooka Bubble Gum is celebrating its 75th anniversary in 2022. The brand has returned to its classic roots, selling its original bubble gum flavor, wrapped in red, white and blue packaging. Each piece of gum comes with a collectible Bazooka Joe comic that also includes a fortune, and in a modern twist, a digital code that fans can use to unlock new daily content online.

“We think LMA is an excellent fit for Bazooka,” says Becky Silberfarb, marketing director, Bazooka Candy Brands. “We look forward to our partnership with Lisa and her team and anticipate seeing new interpretations of the classic Bazooka brand via fun, engaging and expansive licensing partnerships.”

Following the deal, the Bazooka brand joins LMA’s portfolio of clients which includes the Smithsonian and Mr. Christmas.

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