Moxie & Co. is on board to bring New York’s famous bakery into housewares, gifts and more.

GLOBAL–Bakery chain Magnolia Bakery has selected Moxie & Co. to serve as its brand extension agency worldwide.

Moxie & Co. will now seek opportunities for the brand across various food categories including beverages, desserts, ice cream and more. The agency will also look into gifting, housewares, publishing and in-restaurant partnerships that would highlight the brand on menu items.

“Our team is passionate about Magnolia Bakery’s mission to create baked goods that people everywhere can enjoy,” says Steve Abrams, owner, Magnolia Bakery. “Through licensing, we will bring consumers new ways to experience our brand in complementary categories, through new channels of distribution and in new store aisles. Moxie’s extensive licensing and branding experience will help us grow our brand through partnerships with industry leaders that are committed to quality and innovation.”

Founded in New York City in 1996, Magnolia Bakery currently produces handmade baked goods and holds trademarks for their signature swirl cupcakes, banana pudding and pies. Today, the bakery can be found worldwide in cities including Los Angeles, Chicago, Mexico City, Seoul, Dubai and Abu Dhabi, among others.

“We are honored to have been selected by Magnolia Bakery to extend its brand. The overriding theme is the home spun feel, loyal consumer base and distinctive flavor profiles,” says Arlene Scanlan, co-founder, Moxie & Co. “These sweet treats are recognized and enjoyed by consumers all around the world. We look forward to creating exciting and innovative products for this incredible brand and further spreading its legacy.”