First Take: Licensed Candies
The licensed candy category taps into consumers’ favorite Disney and Marvel characters and hits a nostalgic nerve with Sanrio and Teenage Mutant Ninja Turtles characters from their childhood. Combining delectable flavors with figures from beloved comic book franchises, cartoons, movies and theme parks, confectioners have hit the sweet spot and are poised to continue drawing consumers to their offerings. The appeal of licensed candies for younger and older shoppers is evident. For manufacturers, they are tasked with introducing creative innovation and having the right instincts for knowing when the time is right to launch.
“The most important trend is the shift from licensing as decoration to licensing as experience,” said Flix Candy President Dale Thomas. “Retailers and consumers are no longer satisfied with a licensed character simply printed on the packaging. They expect the product itself to deliver interactivity, novelty, and emotional engagement that feels authentic to the brand behind it.”
“At the same time, retailers are raising the bar on productivity,” he continued. “Licensed candy must do more than look good and it must earn its space through velocity, differentiation, and incremental category growth. The brands that succeed will be those that blend meaningful storytelling with truly innovative candy formats that can’t be easily duplicated.”
This year, Flix Candy is scaling innovation with discipline by bringing bold, differentiated novelty platforms to market while strengthening execution across supply chain, licensing, and retail partnerships, Dave Lisowski, EVP of R&D for Flix Candy. “We are investing heavily in platform R&D, not just one-off items,” said Lisowski. “This means products that can live across multiple licenses, seasons, and channels. At the same time, we’re focused on expanding our reach in grocery, convenience, and value retail, where licensed candy continues to outperform when it delivers excitement and value together. Ultimately, 2026 is about sustaining building long-term licensed franchises, not short-term hits. Finally, the MAHA movement has reached our category and we are responding. The novelty set can continue to be a fun and exciting impulse indulgence while providing better choices and cleaner ingredients. We are maneuvering our selections to include more healthy options by relying on natural ingredients for taste and appearance, appealing to health-conscious consumers who are looking for cleaner labels and simpler formulations, even in the novelty set!”
In the coming year, Flix Candy is encouraged by the potential licensors and retailers can reach as they work together. “We’re most optimistic about the creative momentum in the category and the willingness of licensors and retailers to collaborate more deeply than ever before,” Thomas said. “There’s a growing recognition that novelty candy, when done right, is a traffic driver and impulse accelerator, especially with families, kids, and pop-culture fans. I’m also optimistic about the next generation of consumers. They’re highly brand-aware, experience-driven, and excited by products that feel playful, sharing, and new. That plays directly to Flix Candy’s strengths. Finally, 2025 brought its own set of new challenges to our entire industry with a major shifts in supply chain globally. In 2026 and beyond our industry will begin to benefit from the investments that have been made in order to continue to deliver on value to our highly selective consumer base.”
Taste of Nature introduced Hello Kitty to the candy aisle with two treats: Hello Kitty Gummi Treats and Hello Kitty Cotton Candy. Available in fruity and sour assortments, Hello Kitty Gummi Treats come in 5-oz peg bags and 3.1-oz theatre boxes, including a convenient floor display for effortless “in and outs.” Meanwhile, Hello Kitty Cotton Candy is offered in cherry-strawberry flavor and is available in clip strips, printed punch-out cases and a large-format 48-count floor display. “We’re excited to introduce Hello Kitty into these beloved formats,” said Scott Samet, President at Taste of Nature, in a press release. “She continues to transcend generations and cultures and now candy lovers everywhere can experience her in two fun and flavorful ways.”
In time for Valentine’s Day 2026, Kona Ice, renowned for its mobile shaved ice franchise, is stepping into the confections space through a partnership with Candyrific. Kona Ice’s following can taste test their new candy from a brand consumers already trust and follow, while still enjoying Kona Ice’s iconic shaved ice.
The Kona Ice Gummy Heart Box debuted on shelves in December. The gummy candies come in the shape of Kona Ice cups and stay true to Kona Ice’s signature tropical flavors, but in candy format. This latest innovation is designed to bridge nostalgic shaved ice and readily available candy.
In addition to the Kona Ice Gummy Heart Box, Kona Ice and Candyrific are introducing Kona Ice Popping Splash. This multi-sensory candy experience combines three confectionery elements in one package: classic lollipops, candy gel, and popping candy. Kona Ice Popping Splash will make it to store shelves in time for Easter 2026. “Kona Ice represents pure childhood joy and community connection, making it the perfect partner for our confectionery innovations,” said Emily Edmondson, EVP, Hilco Sweets. “This collaboration unites two family-friendly, flavor-forward brands to create something truly special that will delight consumers across multiple generations.”
The Kona Ice Popping Splash line will feature Kona Ice’s most in-demand flavors, including Tiger’s Blood, Blue Raspberry, Pina Colada, Ninja Cherry and Watermelon Wave. Products will include dual-flavored gummies, lollipops, popping candy, and seasonal sweets. Kona Ice is venturing into the packaged candy category while staying true to offering the tropical flavor profiles that they are known for. “We are thrilled to bring the joy of Kona Ice to retail shelves for Valentine’s Day and Easter,” said Tony Lamb, CEO and founder of Kona Ice. “This marks our first licensed product launch, and it’s a major milestone in delivering the real flavors and happiness of Kona Ice beyond the truck.”
