Peeps Licensed Products Spring Into Stores

Confections maker Just Born of Bethlehem, Pa., has formed agreements with new licensing partners and established programs for Peeps, a marshmallow candy.
Launching this spring and around the Easter holiday, Peeps branded products will appear in nonedible form as fine china, plush toys, home scents and greeting cards.
The partnerships include a line of porcelain and ivory fine china giftware and home décor items by Lenox (pictured). The initial Peeps line will feature the bunny and chick icons sculptured in pastel colors and accented with 24-karat gold. They are available at retail locations, online and through direct sales. Examples include an Easter ornament tree (SRP $152), an egg platter (SRP $100), tea lights (SRP $40), personalizable sculpted figurines (SRP $50) and salt & pepper shakers with a tray (SRP $60).
Plush toys and other branded items by Russ Berrie also will be launched. The extensive line of plush includes Peeps Chicks and Bunnies in an assortment of sizes and colors. Other items include luggage tags, handle wraps, rhinestone-studded key rings and necklaces made with Swarovski crystal. Peeps branded candles, scent diffusers, paper sachets and fragranced greeting cards will be licensed through Hanna’s Candle Co.
Popcorn by Houston Harvest will be introduced in Peeps marshmallow flavor and also cinnamon Hot Tamales (also a brand by Just Born) flavor. Both branded popcorns will be available in gift and tin sets.
“Consumers have a very strong connection and attachment to our candy brands,” said John Kerr, Just Born director of licensing, in a statement. “With the addition of these new licensing partners, our Peeps and Hot Tamales brand fans will be able to enjoy their favorite brands more often and in different ways throughout the year.”
Peeps and its licensees will cross-promote the new products on respective Web sites.

Publish date: April 8, 2009 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT