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Valentine’s Day Sweet Sales for Sweethearts

Valentine’s Day Sweet Sales for Sweethearts

As love filled the air this Valentine’s season, one iconic brand stole the hearts of consumers nationwide. Sweethearts, the original conversation hearts, saw sales of its candy and licensed products win hearts at retail.

A beloved Valentine’s staple, 2024 saw the expansion of the Sweethearts licensed program to include kids and adult apparel and accessories, sleepwear, jewelry, beauty, collectibles, plush, toys, gifts, home décor and pet toys with strong retail placement and sell-throughs.

“This Valentine’s season, Sweethearts products were a playful gesture of love, capturing hearts with their irresistible charm and sweetness” said Lisa Marks, President of Lisa Marks Associates, Inc. (LMA), the licensing agency for Spangler Candy’s Sweethearts, Dum Dums, Necco and Bit-O-Honey brands. The overwhelmingly strong sell-throughs at retail are a testament to the enduring power of love and the unwavering appeal and strength of the Sweethearts brand. Sweethearts is one of those rare brands beloved by multiple generations.”

Highlights of the program include:

Kellogg’s – 2024 was year 3 for Sweethearts Froot Loops, a strong category innovation. Product velocity for Sweethearts Froot Loops cereal, and new in ’24 Sweethearts individual serve Froot Loops snack pouches, was top in the category this Valentine’s season.

Centric Beauty – Tween and juniors beauty items including Sweethearts lip gloss, lip balm and press-on nails were top sellers at Walmart.

Bums & Roses x Sweethearts: Bums & Roses beautiful collection of Sweethearts super soft bamboo playwear, sleepwear and accessories were top sellers for Valentine’s including numerous sold-out skus.

Mia Belle Girls x Sweethearts: Mia Belle, the brand taking over your social media feed with cuteness overload, featured a Sweethearts fashion collection including adorable mother-daughter looks designed to capture special memories. The Sweethearts collection was a fan favorite this Valentine’s season.

Bentex Sweethearts jogger sets for infants and toddler were top sellers in the category at Walmart.

Centric Brands Sweethearts infant and toddler and kids Sleepwear were top sellers at Walmart.

Isaac Morris Sweethearts sweatshirt for juniors and adults was a top seller at Target.

Sweethearts gifts and plush by DanDee and  Funatics were featured in over 8,500 CVS stores.

“The success of Sweethearts branded product at retail reflects not only its timeless appeal but the ability of our licensing partners to create beautiful designs that resonate with today’s consumers, solidifying its position as a must-have for the Valentine’s season,” said Maureen Taxter, SVP Brand and Licensing at LMA.

“The Sweethearts® brand was created well over a century ago and each year it continues to be relevant in modern pop culture. The brand’s authenticity and appeal has allowed it to be successful across multiple product categories. We look forward to continuing to expand this program with additional meaningful partnerships in the years ahead” added Evan Brock, Vice President of Marketing at Spangler Candy Company.

About The Author

Rebecca Ash

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

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