A Sweet Partnership: Mars Wrigley and Mars Retail Group with Brand Central

Brandora Editorial Staff - August 2021

Mars Wrigley, known for their leading portfolio of iconic brands such as M&M’s®, Snickers®, Skittles®, Starburst®, Twix®, Dove®, Extra® and Hubba Bubba®, has selected global brand licensing consultancy Brand Central to extend its best-selling brands into new food, beverage and merchandise consumer product categories.

Brand Central will strategically extend the Mars Wrigley brand portfolio across growing food and beverage categories, innovative merchandise partnerships, and collaborations with leading lifestyle brands.

Brand Central was selected because of its vast experience in food and beverage licensing representing other beloved brands.

“After a thorough search, we are thrilled to select Brand Central as our licensing agency” said Leslie Philipsen, Director, Local Brands and Licensing at Mars Wrigley. “We feel that Brand Central has the strategic initiative and expertise to bring new opportunities to our brands.”

“It is the dream of any licensing agency to represent Mars Wrigley – a portfolio of some of the world’s favorite brands with enormous brand affection. The opportunities are tremendous and the demand is high. We are thrilled to help them extend into strategic new food and beverage categories and on-trend merchandise that will expand brand footprint and enhance brand love” said Ross Misher, Brand Central’s CEO.