From Candy Aisle to Toy Box: Brands Building More Than Buzz

SANTA MONICA, CA – December 04, 2025 – In a move that blends the worlds of confectionery and collectibles, toy designer JAKKS Pacific has announced a new partnership with The Hershey Company. The collaboration will see iconic candy brands like Hershey’s Kisses, Reese’s, and Twizzlers transformed into a new line of JAKKS's popular "Charming" mini-dolls. While the press release highlights a strategic business decision, a deeper look reveals a story that extends far beyond a new product launch. It’s a narrative about leveraging brand legacy, tapping into powerful consumer trends for connection and comfort, and the underlying ethos of corporate responsibility that grounds these commercial giants.

The partnership itself is a meticulously crafted play. The new collection, featuring eight unique dolls, will debut with Hershey’s Kisses collectibles launching exclusively at CVS on December 26, 2025, perfectly timed for the Valentine’s Day shopping season. "Partnering with The Hershey Company allows us to blend two worlds that people love, delicious treats and self-expression," said Debbie Haag, Senior Vice President at JAKKS Pacific. This sentiment is echoed by Michelle McLaughlin, CEO of Brand Activation Consulting, The Hershey Company's Licensing Agent, who noted, "We're excited to see the new Charming line bring our iconic Hershey brands to life in a way that feels fresh, fun, and right on trend." But the trendiness of this venture is anchored in something much more profound: the intersection of modern marketing savvy and a long history of community engagement.

The Sweet Science of Nostalgia and Wellbeing

At first glance, the collaboration appears to be a straightforward exercise in brand synergy. However, it taps into a powerful and growing force in today's market: the "kidult" phenomenon. Adults over 18 now represent a staggering 28% of all toy sales globally, a market segment driven by a quest for nostalgia, comfort, and tangible connections to positive memories. This isn't just about collecting; it's about emotional wellbeing. In a world of digital ephemera, a physical object that evokes the simple joy of a childhood treat can serve as a powerful anchor.

The collectibles market, which grew nearly 5% in 2024, thrives on this very impulse. The success of micro-minis and blind-box toys is fueled by the "thrill of discovery" and the sense of community that builds around shared collecting passions. By embedding Hershey's universally recognized brands into a collectible toy format, JAKKS is not just creating a new product; it is minting pocket-sized vessels of nostalgia. This strategy has proven highly effective for other food and beverage brands that have crossed over into toys and apparel, leveraging decades of brand equity to create instant consumer appeal.

The choice of Hershey’s brands is particularly potent. For over a century, names like Hershey’s Kisses and Reese’s have been woven into the fabric of holidays, celebrations, and everyday moments of goodness. This partnership transforms that intangible brand sentiment into a physical, interactive experience. The dolls, designed as "on-the-go" bag charms, become more than just accessories; they are personal talismans, small reminders of simple pleasures that travel with their owner, offering a subtle form of comfort and self-expression throughout the day.

A Strategic Recipe for Market Growth

This partnership is a masterclass in modern business strategy, blending the ephemeral nature of viral trends with the enduring power of an established brand. JAKKS Pacific is astutely leveraging the social media-driven craze for bag charms—personalized accessories that adorn backpacks, purses, and water bottles, especially among younger demographics. The "Charming" line was designed specifically to capture this wave, offering a customizable and portable form of play.

By infusing this trendy product with the iconic status of Hershey, JAKKS mitigates the risk of a fleeting fad. While a generic bag charm’s popularity might wane, a Jolly Rancher or Twizzlers themed doll has a built-in legacy. This creates a powerful cross-promotional engine, attracting both existing fans of the "Charming" line and a massive new audience of Hershey’s loyalists, from young children to the "kidult" collectors.

The retail strategy is equally sharp. Launching the initial Hershey’s Kisses collection exclusively at CVS is a calculated move. Pharmacy chains are high-traffic destinations for impulse buys, and an exclusive launch creates a sense of urgency and destination shopping. The timing—the day after Christmas and leading into Valentine's Day—is impeccable, capitalizing on a key gifting season where chocolate and sentimental items reign supreme. This positions the product not just in the toy aisle, but at the nexus of seasonal shopping, gifting, and everyday errands, maximizing its visibility and appeal. For Hershey, this extends its brand presence far beyond the candy aisle, reinforcing its status as a cultural icon in a novel and engaging format.

Beyond the Balance Sheet: A Legacy of Giving Back

What truly elevates this partnership beyond a simple headline is the foundational ethos of the companies involved. While the collaboration is undeniably commercial, it is undertaken by organizations with deep, long-standing commitments to social responsibility. This context is crucial to understanding their role in the broader community.

The Hershey Company's story is inextricably linked to its philanthropic mission. More than 130 years ago, founder Milton Hershey didn't just build a chocolate company; he built a community. In 1909, he and his wife, Catherine, founded the Milton Hershey School, a cost-free, private, co-educational home and school for children from lower-income families. The school was endowed with their entire fortune, and to this day, it is funded by a trust that holds a controlling interest in The Hershey Company. This isn't a modern CSR initiative tacked onto a corporate website; it is the very reason the company exists in its current form. Every Reese's cup and Hershey's Kiss sold contributes to a legacy focused on providing equitable access to education and helping children succeed.

Similarly, JAKKS Pacific explicitly states its commitment to making a positive impact on the lives of children through its products and charitable donations. While its philanthropic arm may be less famous than Hershey's, this stated purpose reflects a recognition that corporate success and community wellbeing are intertwined. The company engages in various charitable efforts, understanding that its primary consumers—children—are part of a larger ecosystem that requires support and investment.

This partnership, therefore, becomes a quiet vehicle for this larger mission. The revenue generated from these whimsical toys helps fuel programs that build resilience, provide opportunity, and support families. It’s a modern model of corporate impact where innovative, market-savvy strategies and a deep-seated commitment to service are not mutually exclusive but are, in fact, mutually reinforcing.

The Evolving Language of Brand Connection

Ultimately, the JAKKS Pacific and Hershey collaboration speaks to a fundamental shift in the relationship between consumers and brands. Today’s consumers, particularly younger generations, seek more than just a product; they seek authenticity, connection, and a sense of shared values. The appeal of the Hershey-themed "Charming" dolls lies in their ability to meet these needs on multiple levels.

The product’s design, centered on personalization and "on-the-go" accessorizing, allows individuals to curate their own style and express their identity. By mixing and matching charms, they are not just playing with a toy; they are engaging in a creative act, making the product uniquely their own. In an age of mass production, this opportunity for personalization is a powerful draw.

This collaboration is more than a sweet deal; it's a reflection of how brands can innovate to create products that resonate on an emotional level. It demonstrates how a simple toy can become a conduit for nostalgia, a tool for self-expression, and an indirect supporter of long-standing philanthropic missions. By blending viral trends with timeless legacies, JAKKS Pacific and The Hershey Company are not just launching a new collectible; they are reaffirming that the most successful brands are those that offer moments of goodness, both in the products they sell and the communities they serve.