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Kraft Heinz and Brand Central on a Roll

Kraft Heinz and Brand Central on a Roll

The Kraft Heinz Company, together with its exclusive licensing agency Brand Central, has announced it continues to expand its iconic brands into new trend forward merchandise categories as it scales its consumer products program with over 25 total licensees.

The new licensed partners are creating an assortment of Kraft Heinz branded products featuring beloved brands such as: Kool-Aid®, Heinz®, Jell-O®, Jet Puffed®, Oscar Mayer® and more! 

New partners include:

  • Bay Island for food gift sets
  • Big G Creative for board games
  • Centric Beauty for novelty health & beauty
  • Cotton On for a Kool-Aid® collaboration
  • G&S Metal Products for housewares and bakeware
  • Hyperkin for video game controllers and accessories
  • Komar for sleepwear
  • Morris National for Jell-O® and Kraft® Peanut Butter confections
  • Nostalgia Products for kitchen electrics
  • Puma for footwear and apparel collaborations
  • Shock Doctor for Kool-Aid® flavored mouth guards
  • SWAG Golf for golf accessories
  • Ruz for seasonal and ornaments
  • USAOpoly for Kool-Aid® Monopoly and Jenga games
  • YWOW for novelty puzzles

The new partners join Kraft Heinz existing licensees:

  • Candyrific for Kool-Aid® confections
  • Funko for vinyl figures and plush
  • Fiesta for amusement plush and inflatables
  • Mad Engine for apparel and accessories
  • Odd Sox for hosiery and underwear
  • Rasta Imposta for Halloween costumes
  • Steel City for Heinz® apparel and accessories
  • TMP for fully branded e-commerce stores
  • Toynk for puzzles, drinkware, kitchen items, and novelty
  • Trevco/Mask Club for face masks
  • WSLicensing for stationery items, drinkware, and blankets
  • YouTooz for collectible figures and plush
  • Zuru for miniature collectibles

“Together with Brand Central, we are growing a collection of strategic licensing partnerships to drive cultural conversations around our brands. These partners provide us with ways to innovate in new food and beverage categories and break new ground in the industry on how food and beverage products come direct to consumers”, says Whitney Shaw, Director, US Strategy & Partnerships, Kraft Heinz.

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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