By Allison Watkinson
TLL Reporter
Falcon’s Beyond Global has signed a licensing agreement with The Hershey Company to create location-based attractions based on Hershey’s brand portfolio.
Hershey’s is a multinational snack and confectionary company that owns the rights to more than 100 culinary brands in approximately 80 countries worldwide.
The company’s IP portfolio includes well-known brands such as Hershey’s, Reese’s, Kit Kat, Jolly Rancher, Ice Breakers, Twizzlers and more.
“Falcon’s is honored to work with The Hershey Company and bring some of the world’s most renowned brands to life in new ways so they can be savored by even more consumers around the world,” said Falcon’s Beyond CEO, Cecil D. Magpuri. “We are excited to explore what’s possible with Hershey and help bring forth what makes their brands so beloved through memorable immersive entertainment experiences.”
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Per the terms of the new licensing partnership, Falcon’s Beyond will develop themed experiences for The Hershey Company’s various candy and snack IPs across both the United States and international markets.
Falcon’s will work alongside Hershey’s design team to create location-based, retail-entertainment destinations that are based on the company’s different snack brands.
“We see our partnership with Falcon’s Beyond as a huge opportunity to continue to expand our brand to consumers across the world,” said Hershey Licensing president, Ernie Savo. “With their impressive track record of growing IP through innovative experiences, Falcon’s is the ideal partner to extend the Hershey’s family of brands in truly new and imaginative ways.”
Each entertainment destination will offer a licensed Hershey’s attraction, branded food and beverage offerings and a retail shop for exclusive products.
Additional details about the Hershey-branded experiences and the debut attraction location will be announced at a later date.
Falcon’s Beyond Global is a worldwide entertainment company that specializes in multi-category IP expansion across theme parks, animation, consumer products, gaming, movies, resort destinations, dining, music and more.
Falcon’s Global’s newly announced licensing deal with The Hershey Company is intended to continue the company’s expansion initiatives that have occurred throughout the past year.