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Brand Central, Kraft Heinz Link for Merch

The two have teamed for licensed merchandise for multiple brands.

The Kraft Heinz Company, via its licensing agency Brand Central, is expanding its consumer products program. 

New licensed partners are creating an assortment of branded products leveraging Kraft Heinz brands including Planters, Kool-Aid, Heinz, Jell-O and more.

“We are thrilled to launch a comprehensive merchandise program with these beloved Kraft Heinz brands and the top licensees in the industry,” says Ross Misher, chief executive officer, Brand Central. “These brands have such a powerful impact on today’s consumers outside of the grocery aisles. We can’t wait for fans to show their love for these brands through a variety of new products being created from Kool-Aid t-shirts to Planters Baby Nut plushies!”

New partnerships include:

  • Mad Engine (apparel and accessories);
  • Zuru (collectible toys);
  • Rasta Imposta (Halloween costumes);
  • Steel City (apparel and accessories); and
  • BandMerch (e-commerce merchandise program).


Brand Central will continue to drive growth for Kraft Heinz brands by pursuing new partnerships in categories including lifestyle merchandise and more.

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