Sanrio Global Consumer Products, Jelly Belly Candy Co. announce licensing deal

NEW YORK The makers of the Hello Kitty brand and one of the largest jelly bean makers in the world jointly announce the signing of a licensing agreement for a new package hitting store shelves this fall.

Jelly Belly jelly beans will feature iconic Hello Kitty packaging, Jelly Belly and Sanrio announced.

“Jelly Belly’s quality and true-to-life flavored jelly beans are a perfect match for Hello Kitty,” said Janet Hsu, president Sanrio Global Consumer Products. “Our new partnership comes at a key time for Hello Kitty as we celebrate her 35th Anniversary this year. The super cute packaging, along with Jelly Belly’s signature flavors, are sure to be an instant hit among our fans and Jelly Belly lovers of all ages.”

Jelly Belly Candy Co. is introducing a new 10-Flavor Jelly Belly Hello Kitty Gift Box that holds a custom selection of flavors including Berry Blue, cotton candy, buttered popcorn, cinnamon, coconut, tangerine, green apple, Juicy Pear, watermelon and Very Cherry. The co-branded product brings pop icon appeal to the joint efforts of two global brands and will hit retail shelves in mid-September.

In addition, a cute 1-oz. flip-top Jelly Belly Hello Kitty box holds a selection of assorted flavors of Jelly Belly beans. These clever boxes open at the top and click closed and are the perfect size to take along wherever you go. The single serving size box is ideal for a pocket or a bag. Packed in 24-count display caddy, this item is suitable for the checkout counter, displayed with other Hello Kitty merchandise and included on the candy shelf along with Jelly Belly beans.

Additional information for retailers is available from Jelly Belly Customer Service at (800) 323-9380.

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