Global Icons to Rep Hostess

Global Icons is on board to extend Ding Dongs, Twinkies and more into a host of new categories

GLOBAL–Baked goods company Hostess Brands has tapped Global Icons to serve as its exclusive licensing agent.

Under the terms of the representation agreement, Global Icons will work to expand the brand’s signature products into new categories, including food and non-food category, that aim to connect consumers and products in a new way.

“Hostess fans are some of the most passionate consumers in the sector, with an enthusiasm that cannot be contained. We look forward to diversifying the ways in which they can delight in and interact with the brand,” says Burke Raine, senior vice president and chief marketing officer, Hostess Brands. “As Hostess continues to expand and innovate, this partnership with Global Icons is an ideal match.”

Hostess Brands’ portfolio of brands currently includes baked goods such as Ding Dongs, Twinkies, Hostess, Ho Hos and Donettes, among others.

“Global Icons is thrilled to be working with a company like Hostess. Their brands are highly extendable, with a rich history and unique flavor profiles. These are variables we look for to implement a successful licensing program for our clients,” says Jeff Lotman, chief executive officer, Global Icons.

Lotman will also appear at the NYC Licensing Summit on Feb. 20, moderating the session titled “Retail Revolution: New Models for the Modern Consumer.” For more information, or to register, click here.

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