White Castle Taps Brandgenuity to Create Crave-able Licensed Products
Brandgenuity will secure licensing partners to expand White Castle into new food and lifestyle categories in North America.
White Castle®, America’s first fast-food hamburger chain and the home of The Original Slider®, has selected global brand licensing agency, Brandgenuity, to expand licensing efforts for the White Castle brand.
The award-winning agency, headquartered in New York, with offices in London, Munich and Hong Kong, will secure licensing partners to expand White Castle into new food and lifestyle categories in North America.
“Our goal is to use licensing to feed the souls of cravers everywhere and to create memorable moments,” said Kim Bartley, CMO of White Castle, in a statement. “Brandgenuity showed that they have passion for our brand and will bring their licensing expertise and out-of-the box thinking to our White Castle licensing efforts.” She added, “Their company culture and values align with ours, which matters more than anything as we welcome new agencies to our family.”
White Castle has nearly 400 restaurant locations across the United States. The company is wildly successful with its slider line for home enjoyment, sold in 70,000+ retail doors at Walmart, Kroger, Sam’s Club, Dollar General, Walgreen’s and more.
“White Castle has all the ingredients for licensing success—it’s a pop culture icon with incredible social currency, and the brand has a fanatical following,” Louis Drogin, partner at Brandgenuity, adds.
He notes the agency plans to extend the brand’s bold flavors and its library of retro art to create food and lifestyle extensions for the Craver Nation®. “We cannot wait to get started,” he said.