Bazooka Candy partners with new Ice Age movie to drive licensing business

25-Jul-2016 - Last updated on 26-Jul-2016 at 14:23 GMT

Bazooka Candy says it has previously seen sales grow as high as 90% via licensing initiatives

Bazooka brands, owned by the Topps Company, have partnered with 20th Century Fox, Blue Sky Studios and the upcoming movie Ice Age: Collision Course.

Bazooka’s new partnership is an extension of its long-standing partnership with the franchise, which has included tie-ups with Ice Age: Dawn of the Dinosaurs and Ice Age: Continental Drift, according to the company.

“They are great partners and continue to bring us new, all-family films to build exciting and engaging programs around,” Bazooka’s marketing director, Nicole Rivera, told ConfectioneryNews.

The partnership will feature limited edition Ice Age: Collision Course- themed packaging across Bazooka’s power brands, including Ring Pop, Juicy Drop Pop, and Ring Pop Gummies. All the products are line priced with the company’s everyday items, and they are available across the channels in the US.

Driving sales through integrated marketing campaign

In addition to Ice Age-themed candy products, Bazooka is also launching a TV commercial in support of the movie, and a Candy Collision game that features Ice Age characters on Candymania.com, said Rivera.

Bazooka declined to comment on how much it has invested in the partnership, but said it’s an integrated marketing campaign spanning TV, digital and in-store merchandising.

“Licensing continues to be a core strategic pillar for Bazooka Candy Brands, and we have seen sales lifts as high as 90% on our licensing initiatives,” Rivera added.

Year to date, Bazooka Candy Brands sales are up 6% versus the same period last year, outpacing total non-chocolate candy in the same time period, according to IRI.