Hershey, Warner Bros. launch limited edition candies featuring the Wizarding World of Harry Potter

28-Aug-2023 - Last updated on 28-Aug-2023 at 15:05 GMT

Image source: Hershey

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J.K. Rowling’s beloved series branched out into movies, theme park rides, retail and virtual reality experience for a value of $15 billion—and now is expanding its foothold in confections by adding limited edition Harry Potter-themed Hershey's Milk Chocolate KISSES candiesa and its Milk Chocolate bars through a recent Hershey partnership.

The limited edition products focus on packaging and include SPELLBINDING KISSES FOILS that feature “memorable quotes from the series…special objects…including the Sorcerer’s Stone, Harry’s birthday cake and more,” according to Hershey.

The packaging for the Milk Chocolate bars “feature 12 magically inspired package designs with imprinted images onto the milk chocolate such as wands, brooms and eyeglasses…and significant symbols from the film series.”

“Our partnership with Warner Bros. Discovery Global Consumer Products celebrates some of the most magical moments of the Harry Potter films captured through the eyes of America's beloved and iconic brand, Hershey’s. This special collaboration marks a time when many families and friends celebrate the magic and togetherness of the fall season, creating memories and moments to last a lifetime. Hershey’s and the Harry Potter stories have brought people together for many years. We are proud of this program that we have developed, and we are excited to share it with all our fans,” Hershey wrote in a statement to FoodNavigator-USA.

Expanding fan base through strategic collaborations

The candy maker’s foray into brand partnerships opens opportunities to strengthen loyalty among its existing audience, while attracting fan bases from other industries.

“As media consumption changes, brand collaborations break through the noise—and the filters,” Hershey stated.

In 2020, Hershey launched its Jolly Rancher-themed sneakers and apparel with New Balance and NBA Finals MVP Kawhi Leonard. The sneakers—wrapped in cellophane, similar to the hard candy’s packaging—feature the Jolly Ranger logo on top of the shoe and on the inside foot pad in multi-colors, Original Flavors and Blue Raspberry.

Other partnerships include the multi-collaboration with the Barclays Center in Brooklyn and Yuengling with the Hershey’s Chocolate Porter served at Barclays in The Hershey Bar, which serves candy-inspired cocktails and non-alcoholic drinks.

In collaboration with Travis Scott and General Mills, Hershey launched its limited-edition Reese’s puff cereal, with the box designed by Scott.