By Allison Watkinson
TLL Reporter
JAKKS Pacific has partnered with The Hershey Company to launch a collection of Charming Bag Charms dolls inspired by Hershey’s candy brands.
Charming Bag Charms are a customizable, on-the-go toy line that are designed to easily clip onto purses, backpacks, phones or water bottles.
Each doll from the Charming brand includes accessories that can be mixed and matched to allow for easy style changes.
The Hershey’s collection will include eight dolls that come with charms and accessories inspired by well-known treats from the confectionary company. “Partnering with The Hershey Company allows us to blend two worlds that people love, delicious treats and self-expression,” said JAKKS Pacific SVP, Debbie Haag. “With the addition of the iconic Hershey branding, we’re adding an extra touch of sweetness to our popular trendy besties that will delight people around the world.”
Some of the brands featured in the toy collection will include Hershey’s Kisses, Jolly Rancher, Reese’s, Bubble Yum, Twizzlers and Hershey’s Syrup.
Launching exclusively at CVS retail stores, the Hershey’s Kisses themed toys will debut on December 26, 2025 ahead of the full collection in order to line up with the Valentine’s Day shopping season.
The partnership with Jakks Pacific was facilitated by Brand Activation Consulting as the licensing agent for The Hershey Company.
The partnership is currently scheduled to run until December 31, 2026, with an option for further extending the agreement.
“We’re excited to see the new Charming line bring our iconic Hershey brands to life in a way that feels fresh, fun, and right on trend,” said Brand Activation Consulting CEO, Michelle McLaughlin.
Owner of the Charming Bag Charms brand, JAKKS Pacific is a global design, manufacturing and marketing company that offers a wide range of toys and consumer products.
Hershey’s is a global confectionary company that specializes in manufacturing candy, desserts and sweet beverages.
The company’s portfolio includes more than 90 brand labels that operate in approximately 80 countries around the world.
Brand Activation Consulting (BAC) is a retail-focused brand development and licensing agency.
The agency provides its clients with a range of services such as creative development, licensing partnership negotiation, product commercialization and more.
Image Credit: JAKKS Pacific/Hershey’s.
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