Mars Wrigley and Mars Retail Group Sign with Brand Central

The sweet opportunity will see Brand Central as exclusive licensing agency for food, beverage and merchandise in North America.

License Global

August 20, 2021

Mars Wrigley, known for its portfolio of brands such as M&M’s, Snickers, Skittles, Starburst, Twix, Dove, Extra and Hubba Bubba, has selected global brand licensing consultancy, Brand Central to extend its brands into new food, beverage and merchandise consumer product categories.

“After a thorough search, we are thrilled to select Brand Central as our licensing agency,” says Leslie Philipsen, director, local brands and licensing, Mars Wrigley. “We feel that Brand Central has the strategic initiative and expertise to bring new opportunities to our brands.”

Brand Central will strategically extend the Mars Wrigley brand portfolio across growing food and beverage categories, merchandise partnerships and collaborations with lifestyle brands.

“It is the dream of any licensing agency to represent Mars Wrigley – a portfolio of some of the world’s favorite brands with enormous brand affection,” says Ross Misher, chief executive officer, Brand Central. “The opportunities are tremendous and the demand

is high. We are thrilled to help them extend into strategic new food and beverage categories and on-trend merchandise that will expand brand footprint and enhance brand love.”