AUSTIN, TX — Sprinkles is expanding its licensing program ahead of its 20th anniversary in 2025, with the goal of creating top-tier partnerships in the food category and beyond.
“As we approach our 20th anniversary, we are committed to continuing our investment in the growth and evolution of Sprinkles, extending our unique brand into new lifestyle categories,” said Justin Murakami, president and COO of Sprinkles. “Lifestyle is a high-potential space for Sprinkles, and this expanded licensing program will allow us to collaborate with best-in-class partners to deliver innovative products that resonate with our core millennial and Gen Z audiences.”
The bakery brand is focusing on its brand equity, millennial and Gen Z following, and track record for innovation with goals of strengthening its position in the market.
“This move supports our vision of becoming a global lifestyle brand and highlights our ability to inspire joy and connection far beyond the bakery,” Murakami continued.
Sprinkles has a long history of successful collaborations, including its partnership with Padma Lakshmi, an Indian-American television host, model and philanthropist, on a Diwali-inspired cupcake.
