Frankford Candy brings former Nestlé brand Wonder Ball back to US

The licensed confections and gifts marketing firm said it selected Brownstein Group to support the reintroduction of the products through a “comprehensive marketing program.”​

“The digital-first campaign focuses on brand-specific digital channels and media/influencer relations, complemented by out-of-home activations to reach consumers during their day-to-day activities,”​ Frankford Candy said.

The Wonder Ball campaign will also feature an “extensive national media and influencer relations program to further increase brand awareness and motivate in-store product purchases,”​ the company said.

Wonder Ball is currently available in mass, drug, grocery and specialty stores across the country.

‘Surprise’ is the trend

Stu Selarnick, CEO of Frankford Candy, told ConfectioneryNews, his company purchased Wonder Ball from Nestlé in 2004, and introduced it under SpongeBob licensing.

“Wonder Ball was on the market in 2007 under the Nickelodeon brand and performing extremely well,” he said.​ However, “At the time, Nickelodeon was reevaluating its market position within candy due to internal concerns on marketing sugar products towards children, and requested that candy sales be put on hold.”​

“As a result, we discontinued our Nickelodeon Wonder Ball item and focused efforts internally on other products,”​ Selarnick said.

“We still love a good surprise – that’s why we decided to bring back Wonder Ball,”​ he added. Each Wonder Ball now features milk chocolate, candy and sticker surprises, and the brand is also launching a new variety, Wonder Ball Plus Prize, that includes a collectible prize in its package this month.

Frankford Candy primarily focuses on marketing seasonal candies, and its portfolio includes major candy brands such as Mars and Welch’s. As for its licensing business, the firm has also previously partnered with Marvel and Disney.

Selarnick said Frankford Candy anticipates “solid 4%”​ sales growth for 2017.