Partnerships with Crocs, Froot Loops and more will take center stage
Sweethearts, the much beloved candy brand that has become synonymous with Valentine’s Day, announced a new, robust licensing program to roll out during 2022. The licensing program is managed by Lisa Marks Associates (LMA), the long-term Licensing Agency for Spangler Candy Brands, owner of the Sweethearts brand.
Sweethearts has joined forces with Crocs, Inc. (NASDAQ: CROX) and Froot Loops to create co-branded items that will be sure to delight consumers. Crocs, a global leader in innovative casual footwear, will offer shoe styles for toddlers, kids and adults showcasing Sweethearts’ signature designs.The shoes and assortment of terrific Sweethearts Crocs Jibbitz™ charms will be available at Footlocker, Shoe Palace, Finish Line, Champs, Eastbay and others as well as on the Crocs website and in Crocs stores and outlets globally.
Froot Loops, one of the top brands for kids, has created new Froot Loops Sweethearts “Spread Love” Edition cereal. Froot Loops will deviate from its standard form, taking on heart-shaped cereal pieces bursting with the classic Froot Loops flavor you know and love. The special edition will be distributed broadly at retail in leading mass and grocery stores starting this January.
“Partnering with Sweethearts for Valentine’s Day is a natural fit for Froot Loops. Few things evoke parents’ nostalgia and kids’ delight like Sweethearts does. We hope that when customers try a bowl of the ‘Spread Love’ collaboration between Froot Loops and Sweethearts, the colorful and heart-shaped cereal creates shared moments of joy,” said Laura Newman, Sr. Director of Brand Marketing for Kellogg Company.
Other licensing partnerships will be announced throughout the year including collaborations with Centric Beauty, American Marketing Enterprises, Briefly Stated, Dan Dee, MTB, Bentex, Suburban Riot, Zuru and more. Overseeing the program is Lisa Marks Associates Inc., a full-service Licensing agency based in New York.
“For the past 15 years, we’ve been honored to work with the fabulous team at Spangler Candy Company, and most recently have been thrilled to develop the licensing program for the iconic and beloved Sweethearts brand, along with Dum-Dums and Necco,” said Lisa Marks, President of LMA. “The latest Sweethearts partnerships reflect the power of the brand as the original and authentic heart-shaped Valentine’s Candy, a 100+ year old classic American brand with multi-generational appeal and ubiquitous awareness.”
“Our latest licensing program in conjunction with Lisa Marks Associates may be my favorite yet. It’s whimsical and embodies the spirit of Sweethearts in a very modern, relevant way. We look forward to exploring new ways for the brand to evolve with LMA,” said Evan Brock, Director of Marketing for Spangler Candy.
