Licensing News

Brand Central Showcases Pop Culture Brands, Diversity of Services at Licensing Expo 2022

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Brand Central, a top 10 licensing agency and brand consultancy, is highlighting its roster of clients and its diversity of services at  Licensing Expo 2022 in Las Vegas. For the past 20+ years, Brand Central has specialized in brands that are driving cultural conversations in the pop culture zeitgeist.  A few of the leading CPG brands the agency is featuring include Mars Wrigley, the largest confectionery company in the world, with a portfolio of iconic brands such as M&M’S, Snickers, Twix, Dove, Skittles, Starburst, and Hubba Bubba, and Kraft Heinz, the third largest food company with beloved global brands such as Oscar Mayer, Heinz Ketchup, Kraft Macaroni & Cheese, Jell-O and Kool-Aid.  The latest client joining the roster is Bimbo Bakeries USA which includes popular brands such as Entenmann’s, Little Bites, Thomas, Boboli, and many more.  The agency is also working with a roster of many other cult favorite food and beverage brands including: Tapatio Hot Sauce, Cap’n Crunch and Takis.


Although Brand Central is widely known for food and beverage brands, they also represent pop culture clients across a variety of genres like the beloved entertainment brand Mister Rogers Neighborhood, STEM brand Rube Goldberg, popular mattress brand Simmons and brands rooted in inclusivity and diversity such as Black Paper Party and Alma’s Way.


The agency has diversified its services beyond brand extension to include a robust manufacturer representation practice, a direct-to-consumer division to create ecommerce stores, a full-service creative department and a popular trend intelligence practice, Brand Central Insights.


Brand Central Insights delivers fully customized trend and pop culture intelligence along with actionable recommendations based on extensive knowledge of how trends take shape, evolve, and gain resonance. The service recently added a new service that will release monthly trend-specific topics (i.e.: Toys & Games, Diversity, Pre-School) that can be purchased a la carte.


The agency will also announce several new clients at the 2022 Licensing Expo, so please come visit Brand Central at booth #D142 (in the brands and agents’ section).