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    The Licensing Company Creates Merchandising Program for Jelly Belly

    NEW YORK -- As the licensing agent for the world-famous Jelly Belly jelly beans, The Licensing Company North America (TLC) here is connecting the candy's flavors, signature shape, scents, and playful personality with companies in the licensing industry to create more ways to enjoy Jelly Belly.

    NEW YORK -- As the licensing agent for the world-famous Jelly Belly jelly beans, The Licensing Company North America (TLC) here is connecting the candy's flavors, signature shape, scents, and playful personality with companies in the licensing industry to create more ways to enjoy Jelly Belly.

    TLC will present its new branding program for Jelly Belly during the company's debut appearance at Licensing 2006 International, June 20-22, at New York's Jacob K. Javits Convention Center (Booth #3073).

    TLC has already sealed deals with several new licensing partners for Jelly Belly Candy Company, including Jerry Leigh for branded apparel, Senario for home fashions, Penguin Young Readers Group for infant board books, and Shonfeld's for food and beverage gift baskets. More brand-building partners will be announced shortly.

    Senario will initially launch its Jelly Belly bean-licensed products at mid-tier, department, and specialty stores in fall 2006, and then expand into select mass outlets and TV shopping programs. Once established, the branding initiative will move more broadly into mass-market chains and warehouse clubs.

    Penguin will debut its line of infant board books in time for Valentine's Day 2007. The new offerings utilize the unique shape and colors of Jelly Belly jelly beans to help young children learn basic concepts, such as colors and shape identification.

    Shonfeld's upcoming line of licensed food and beverage gift sets will include cocktail mixers in Jelly Belly bean-shaped bottles, dessert syrups, smoothie mixes, and jams and jellies all utilizing Jelly Belly jelly bean's original and true-to-life flavors. The debut line is scheduled to arrive at retail in spring 2007 and will be introduced to retailers this summer at the Fancy Food Show in New York at the Javits Convention Center, July 9-11.

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