TLL Staff PEEPS has announced 11 licensing partnerships for spring 2026, extending the marshmallow candy brand into food, beverage, fashion, home goods and jewelry categories. The collaborations, which roll out between February and March, represent an expansion of the brand's licensed product strategy beyond its core confectionery business. The partnerships target multiple … [Read more...] about Take a Peep at the 11 New Licensing Partners for PEEPS
Food and Beverages
Guinness Marks St. Paddy’s Day With Bagels and Irish Events
By Gary Symons TLL Editor in Chief Guinness has launched a month-long St. Patrick's Day campaign featuring a licensed food collaboration with PopUp Bagels and community programming across multiple U.S. cities. The Irish beer brand, which describes itself as the fastest-growing beer in American bars and restaurants, is extending its traditional single-day St. Patrick's Day … [Read more...] about Guinness Marks St. Paddy’s Day With Bagels and Irish Events
Sun-Maid Taps Earthbound Brands as Exclusive Licensing Agency
By Gary Symons TLL Editor in Chief Earthbound has plenty of raisins to celebrate as it has been named the exclusive licensing agency for Sun-Maid Growers of California. It's the second new client announcement for Earthbound this week, as the agency was also named the exclusive licensing agency for Newman’s Own, the food brand founded by actor Paul Newman that donates … [Read more...] about Sun-Maid Taps Earthbound Brands as Exclusive Licensing Agency
Raw C and Violet Crumble Get Crackin’ on Flavored Coconut Water
By Allison Watkinson TLL Reporter Raw C has partnered with Australian confectionery brand Violet Crumble to launch a limited-edition chocolate honeycomb-flavored coconut water. The new product has just launched and is now available at selected Coles stores across Australia. The collaboration, facilitated by licensing agency Asembl, combines Violet Crumble's honeycomb recipe … [Read more...] about Raw C and Violet Crumble Get Crackin’ on Flavored Coconut Water
Newman’s Own Taps Earthbound Brands as New Licensing Agent
By Allison Watkinson TLL Reporter Earthbound Brands has been named the exclusive licensing agency for Newman's Own, the food brand founded by actor Paul Newman that donates all profits to charity, the companies announced. The partnership aims to expand Newman's Own into new product categories including snacks, frozen foods, beverages and lifestyle items … [Read more...] about Newman’s Own Taps Earthbound Brands as New Licensing Agent
Jif and Smucker’s Launch PB&J-Inspired Sprinkles for Home Bakers
By Allison Watkinson TLL Reporter The classic peanut butter and jelly combination is getting a colorful makeover in the baking aisle. Jif and Smucker's have partnered with My Favorite Company to launch a line of flavor-inspired sprinkles that reimagine the iconic pantry duo as playful baking decorations. The collection, available now at Walmart stores nationwide, includes … [Read more...] about Jif and Smucker’s Launch PB&J-Inspired Sprinkles for Home Bakers
Johnsonville’s Dr Pepper-Inspired Sausages a Sign of the Apocalypse?
By Gary Symons TLL Editor in Chief This is apparently the day for weird, licensed mashups. First we had the Super Mario-inspired collab for deodorant that will make you "smell like a hero." Now, it's Johnsonville Sausages flavored with Dr Pepper. Next, maybe a soda that tastes like sausages? The partners in this latest, and highly unlikely joint venture say they are … [Read more...] about Johnsonville’s Dr Pepper-Inspired Sausages a Sign of the Apocalypse?
Little Bites Goes Bananas for GoNana’s Banana Bread
By Gary Symons TLL Editor in Chief The healthy banana bread brand GoNanas just announced a limited-edition collaboration with Little Bites, the mini muffins enjoyed by families for over 25 years. GoNanas is the better-for-you banana bread brand known for its innovative mixes and real simple ingredients. Thanks to a licensing deal brokered by Little Bites' agency Brand … [Read more...] about Little Bites Goes Bananas for GoNana’s Banana Bread
Oreo and Marvel Reveal Terrifying ‘Stuf of Doom’ Cookies
By Gary Symons TLL Editor in Chief In what can only be described as corporate storytelling meets cookie conspiracy, Oreo and Marvel have unveiled their fourth and final collaboration pack: Marvel Oreo Stuf of Doom Cookies. The collab has also featured some epic, Marvel-style storytelling across the release of four different products known as the MARVEL Oreo Stuf of … [Read more...] about Oreo and Marvel Reveal Terrifying ‘Stuf of Doom’ Cookies
High Liner and Guinness Release Pub-Worthy Seafood Line
By Allison Watkinson TLL Reporter No one knows pub grub like the Irish beer brand Guinness, who has now partnered with Canadian seafood producer High Liner Foods for a fish 'n' chips and battered shrimp. High Liner and Guinness say their goal is to "bring the ultimate pub experience straight into homes" with the launch of Sea Cuisine Guinness Battered Fish Strips and … [Read more...] about High Liner and Guinness Release Pub-Worthy Seafood Line