Lisa Marks Associates Leads New Sweethearts CampaignLisa Marks Associates Leads New Sweethearts Campaign
This year's licensing rollout will see the iconic candy brand in new categories including jewelry, apparel and cereal.
January 20, 2025

This Valentine's season, an iconic brand is filling the hearts of consumers nationwide. The 2025 Sweethearts licensing program, developed by Lisa Marks Associates (LMA), has been fueled by an interest in celebrating what's important in life: love, friendship and showing gratitude and appreciation. This interest has led to various creative licensing programs and products across a broad array of categories that satisfy Sweethearts' strong multi-generational appeal from infants to grandparents and great-grandparents and everyone in between.
Highlights of the 2025 program include:
Bath & Body Works' Sweethearts collab launched chain-wide on Jan. 13, featuring 20 products, including body care, décor, candles, fragrances and accessories. The special 4EVER SWEET Sweethearts fragrance profile evokes nostalgia and emotional connections with consumers;
Hey Dude launched two Sweethearts shoes;
Alex + Ani Sweethearts jewelry collection is perfect for adding a touch of sweetness to any look;
Dash's assortment of Sweethearts heart-shaped waffle makers features four classic Sweethearts sayings;
Stoney Clover Lane's Sweethearts collection, including bags, accessories and patches, allows consumers to personalize to meet their unique style;
Mia Belle launched a collection of Sweethearts apparel for little ones, big kids and their moms;
Little Words Project's line of Sweethearts jewelry with heartfelt messages;
Samii Ryan's Sweethearts apparel line will spread kindness, positivity and love to all;
Bums & Roses introduced a new super soft collection of Sweethearts infants, toddlers, kids and adults sleepwear and apparel, including Mommy and Me styles;
Kellogg's heart-shaped Froot Loops will feature new packaging formats for consumers;
MGA Entertainment's line of Sweethearts Yummiland dolls and
Enesco's Sweethearts features messages of affection and hugs.

Sweethearts Licensing, LMA
Core cross-category Sweethearts partners include Dan Dee (plush and décor); Centric Beauty, Sleepwear and Socks; Bentex; Funatics; Isaac Morris and RMS continue to expand its Sweethearts programs with multi-dimensional product lines.
The Sweethearts licensing program will continue to deepen consumers' relationship with this special 120+ year old fan-favorite brand and allows people to express appreciation and love with Sweethearts products.
LMA is also continuing to expand licensing programs with other leading candy and snack brands, including Pez, Smarties, Dum Dums, Necco, Warheads, Mentos, Chupa Chups, MoonPie, Fun Sweets, Bosco and more. Bazooka Candy Brands (Push Pop, Juicy Drop and Baby Bottle Pop) announced last week that it partnered with retailer, Justice, for a candy-inspired apparel line featuring its brands, Bazooka and Ring Pop.
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