Sprinkles Launches Licensing Expansion

Sprinkles, the cupcake brand, has announced the expansion of its licensing program, targeting top-tier partnerships in categories across food and beyond. With its 20th anniversary approaching in 2025, Sprinkles is leveraging its brand equity, millennial and Gen Z following and track record for innovation to strengthen its position as a global lifestyle brand across beauty, kids, home, apparel, food and beverage and more. 

This licensing initiative positions Sprinkles as a unique partner for brands and retailers seeking to align with a premium, culturally relevant name that has consistently driven consumer engagement and category innovation. 

Since its founding in 2005, Sprinkles has continuously revolutionized the bakery industry with a combination of creativity, quality, and cutting-edge ideas. Sprinkles has partnered with brands like Kitsch to co-create body bars inspired by its best-selling flavors, and Mattel’s Barbie to celebrate the brand’s 65th Anniversary. The brand has also collaborated with top chefs, Padma Lakshmi and Brooke Williamson, to craft exclusive flavor profiles as part of their Female Chef Series, Lexus to promote their December to Remember holiday promotion, and organizations like Gold House to celebrate cultural storytelling. 

Related:What’s Cooking in Food and Beverage Licensing?

“As we approach our 20th anniversary, we are committed to continuing our investment in the growth and evolution of Sprinkles, extending our unique brand into new lifestyle categories,” says Justin Murakami, president and chief operations officer, Sprinkles. “Lifestyle is a high-potential space for Sprinkles, and this expanded licensing program will allow us to collaborate with best-in-class partners to deliver innovative products that resonate with our core millennial and Gen Z audiences. This move supports our vision of becoming a global lifestyle brand and highlights our ability to inspire joy and connection far beyond the bakery.”