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 retail channels and consumer demographics ahead of the Easter holiday season.
“Each year, we look forward to finding new ways fans can celebrate with the PEEPS Brand, and this season’s partners offer fun additions to bring home alongside their favorite PEEPS Marshmallow treats,” said Caitlin Servian, brand manager for PEEPS. “Whether you’re snacking, styling or gifting, these sweet collaborations make every PEEPS moment even more joyful.”
PEEPS is owned by Just Born Quality Confections, a third-generation family-owned candy manufacturer based in the United States. The company also produces MIKE AND IKE, HOT TAMALES and GOLDENBERG’S PEANUT CHEWS candy brands. Just Born has operated for more than 100 years, and is heavily involved in licensing for many of its brands.
Many of those are food-based extensions. In this latest campaign, Hostess is launching its first PEEPS-branded product with Hostess PEEPS Cupcakes, featuring frosted golden cake filled with marshmallow crème and topped with yellow icing. The limited-edition item is available at retailers nationwide.
Rita’s Italian Ice is bringing back its PEEPS Mystery Flavor Italian Ice for another season, starting March 20 at participating locations nationwide. The white-colored frozen dessert keeps its flavor secret and includes a contest element for customers.
New York-based Chip City is introducing a PEEPS-inspired marshmallow-filled cookie with pink and yellow sprinkles, rolled in yellow sanding sugar, at all Chip City locations.
CakeBites is offering two varieties of PEEPS Marshmallow-flavored snack cakes at grocery retailers across the United States. The bite-sized products feature layers of marshmallow-flavored cake and crème coated in pink or yellow icing.
Fashion and Accessories
Baseball Lifestyle 101 has created a limited-edition collection available at BL101.com and retail stores, combining baseball lifestyle aesthetics with PEEPS-inspired graphics and spring colors.
The Children’s Place is offering PEEPS-branded apparel and accessories, including pajamas, graphic tees, slippers and accessories featuring the brand’s chick and bunny characters. The collection is available online and in select stores.
Simply Southern, a southern lifestyle brand, has developed apparel and accessories with PEEPS graphics and spring colors, available online and at select U.S. retailers.
Home and Personal Care
Bath & Body Works is debuting its first PEEPS collection, called “Peepin’ It Real,” featuring body care, home fragrance, décor and accessories. The line, developed with perfumers, launches in stores and online in March.
Frost Buddy has introduced PEEPS-themed drinkware including universal can coolers, bottles and tumblers. The collection is available online and at several Dick’s Sporting Goods locations.
Jewelry
ALEX AND ANI has expanded its PEEPS jewelry collection with new precious metal pieces joining existing charm bangles, beaded bracelets, necklaces and earrings inspired by the brand’s chick and bunny characters. The collection launched February 11 online and at select retailers nationwide.