LMA Expands PEZ, MoonPie and Warheads

New partners will expand the confectionery brands into crafting, apparel, collectibles and more.

Lisa Marks Associates has secured a raft of licensees to create new products inspired by the PEZ and Warheads candy brands as well as to celebrate the 100th anniversary of the MoonPie brand.

For PEZ, the licensing and marketing agency has tapped Wilton Industries for themed gingerbread houses, cookie-making kits, gingerbread decorating kits and candy. The program is set to launch for the 2018 holiday season at multiple retailers across North America.

In the apparel category, Signorelli has signed on for an extensive line of clothing for women, juniors and tweens. The new range will include fashion bodies, woven tops, pants, t-shirts, tanks, sweatshirts, hoodies, fleece tops, pants, leggings and dresses. Meanwhile, TAA Apparel will create a line of branded sleepwear and boxers for men and women.

Additional partners for PEZ include: Super Impulse for the World’s Smallest PEZ and keychains; Castline for die-cast vehicles; Watchitude for watches; and Brush Buddies for an interactive toothbrush.

Next, for Warheads, the licensing agency has partnered with manufacturer Ghost to create a line of dietary supplements and nutritional products highlighting the candy brand’s signature flavor. The line will be available in the U.S., Canada, Mexico, Australia, South Korea and the U.K., and will be sold globally online.

Finally, the MoonPie brand will fete its 100th anniversary with a slate of partners, including:

  • Lionel for a collectible 100th anniversary boxcar;
  • Zynga for a themed online casino game;
  • Cornerstone Marketing Group to further develop the MoonPie Spirits line;
  • Castline for die-cast vehicles;
  • Desperate Enterprises for signs;
  • Trau & Loevner for vintage t-shirts; and
  • Covee for caps and beanies.

Additionally, the brand will host a centennial celebration at the Chattanooga Market in Chattanooga, Tenn. this spring, which will feature a ceremonial cutting and serving of the world’s largest MoonPie as well as branded food and craft contests, gifts and jewelry. The event will also allow guests to participate in activities such as face painting, games, recipe tastings and more.

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