By Allison Watkinson
TLL Reporter
Just Born Quality Confections has launched several new Peeps licensing partnerships for the 2025 Easter holidays.
“We love finding new ways to bring the magic of Peeps beyond the candy aisle, and this year’s collaborations are some of our most exciting yet,” said Peeps brand manager, Caitlin Servian. “Whether it’s a nostalgic favorite or a surprising new twist, these partnerships bring more fun and flavor to Easter celebrations.”
The roster of licensing partners for the marshmallow candy brand includes Polly Pocket, Dash, Hello Kitty, Alex and Ani, Milk-Bone, Icee and Promised Land Dairy.
The Polly Pocket x Peeps collaboration has launched a collection of micro compact pocket playsets.
Each playset offered in the co-branded collection opens to reveal a tiny Peeps bunny-themed world with Easter-inspired accessories.
For the cookware category, the Dash brand is releasing a line of Mini Waffle Makers and Rapid Egg Cookers that feature Peeps chicks and bunnies.
The Hello Kitty lifestyle brand is launching an exclusive Peeps collaboration that will be offered at select Walmart stores in the US.
Available for a limited-time, the licensed collection features a range of co-branded products including plush toys, drinking cups, notebooks and accessories.
An additional Peeps accessory collection is being released by Alex and Ani.
The Alex and Ani x Peeps collection will offer a range of jewelry that features playful designs inspired by the marshmallow treats.
For the pet product sector, Milk-Bone has signed on for limited-edition dog treats.
Artificially flavored to emulate marshmallow, the licensed dog treats come in several festive spring shapes such as bones, bunnies and chicks.
For beverage collaborations, Peeps is launching a Marshmallow Flavored Icee frozen beverage and Sweet Marshmallow Milk variety with Promised Land Dairy.
Founded in 1923, Just Born Quality Confections is a family-owned company that manufactures a portfolio of well-known candy brands.
The company’s product portfolio includes popular brands such as Peeps, Mike and Ike, Hot Tamales and Goldenberg’s Peanut Chews.
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