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Hershey’s Expands Licensing For S’Mores

The Hershey Company and Brand Activation Consulting (BAC) today announced the expansion of its line of officially licensed Hershey’s S’Mores accessories with Mr. Bar-B-Q and new partner, International Wholesalers. The extensive line of Hershey’s S’Mores products that features popular backyard barbeque accessories, like carrying cases, wooden and light up skewers, will now include Hershey’s wipes, storage bags, grub holders, freezer-safe storage containers and rotating skewers.

“The Hershey Company understands that consumers who have deep, personal connections to brands like to experience them in multiple ways,” said Michelle McLaughlin, Chief Executive Officer, Brand Activation Consulting. “These new accessories from International Wholesalers as well as Hershey’s S’Mores graphics integrated in our lifestyle product stories will further those connections by allowing consumers to have a complete S’Mores celebration from beginning to end.”

For those sad people who have never enjoyed a S’More, it’s what you get when you combine chocolate, marshmallows and graham crackers. Made at home they’re usually cooked over a fire or grill, but Hershey makes a ready-to-go version under the S’Mores brand.

“Consumers are continuing to find moments of goodness in simple activities like family S’Mores nights and backyard celebrations,” said Ernie Savo, Senior Director, Global Licensing. “We’re proud that our iconic brands have a place in these moments, and we’re eager to create partnerships that extend that relationship from our snacking portfolio to a complete experience.”

Hershey’s S’Mores were among the most popular snacks of 2020, with the company seeing a 40-50% increase in sales of Hershey’s 6-pack bars while consumers spent more time at home during the COVID-19 global pandemic.  The company also saw a 10% increase on its officially-licensed Mr. BBQ grilling tools, often purchased alongside S’Mores ingredients.

Hershey itself is among the world’s largest snack companies, having operated for more than 125 years, and generating more than $8 billion in annual revenues. Hershey’s 2021 S’Mores general merchandise and confection feature space arrive at participating retailers this month, and will be supported throughout the summer with three waves of marketing and merchandising initiatives that run through September.

For more information about Hershey’s general merchandise licensing, or to explore licensing opportunities, visit or contact BAC via

Brand Activation Consulting (BAC) is a global licensing agent founded in 2015 by industry veterans Michelle McLaughlin and Bob Traub. BAC has a wide range of expertise in licensed product categories from food to apparel and consumer packaged goods. BAC represents a variety of notable brands, including Build-A-Bear Workshop, The Hershey Company, Just Born Foods (Peeps, Mike & Ike, and Hot Tamales), Skippy Peanut Butter, Hormel Chili, Revlon, Mr. Men Little Miss, NDK Swiss, ProMelt Deicer, and Teflon.


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