Nestlé Confections’ SweeTarts brand has launched five college SweeTarts Gummies inspired by each schools’ mascot.

IMG brokered the deal.

Each of the new gummies are molded into the custom shape and color of the mascot for University of Texas, University of Tennessee, The Ohio State University, University of Arkansas and University of California, Los Angeles.

Throughout the multi-year activation, additional IMG partner universities will be added.

The custom SweeTarts will be available in bookstores and stadiums at the partner universities.