Sprinkles, the brand that redefined the cupcake category and set a new standard for modern dessert experiences, is announcing the expansion of its licensing program, targeting top-tier partnerships in categories across food and beyond. With its 20th anniversary approaching in 2025, Sprinkles is leveraging its brand equity, millennial and Gen Z following, and track record for innovation to strengthen its position as a global lifestyle brand across beauty, kids, home, apparel, food and beverage, and more.

This licensing initiative positions Sprinkles as a unique partner for brands and retailers seeking to align with a premium, culturally relevant name that has consistently driven consumer engagement and category innovation.

A Legacy of Innovation Meets Lifestyle Appeal

Since its founding in 2005, Sprinkles has continuously revolutionized the bakery industry with a combination of creativity, quality, and cutting-edge ideas. The brand’s history of successful collaborations and innovative thinking sets it apart:

• Heritage Meets Modern Appeal: As the original gourmet cupcake bakery, Sprinkles transformed a nostalgic treat into a luxury dessert, blending tradition with a fresh, modern approach.
• Creative Collaborations: Sprinkles has partnered with brands like Kitsch to co-create body bars inspired by its best-selling flavors, and Mattel’s Barbie to celebrate the brand’s 65th Anniversary. The brand has also collaborated with top chefs Padma Lakshmi and Brooke Williamson to craft exclusive flavor profiles as part of their Female Chef Series, Lexus to promote their December to Remember holiday promotion, and organizations like Gold House to celebrate cultural storytelling.
• Immersive Consumer Experiences: The pioneering Cupcake ATM and customizable gifting options have elevated the customer journey, blending physical and digital engagement seamlessly.
• Commitment to Quality and Luxury: With premium ingredients, elegant packaging, and attention to detail, Sprinkles delivers an elevated product that aligns perfectly with high-end lifestyle branding.

A Strategic Move for Long-Term Growth

“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 Chief Operations Officer 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. This move supports our vision of becoming a global lifestyle brand and highlights our ability to inspire joy and connection far beyond the bakery.”

Why This Matters for Licensing and Retail Partners

The expanded licensing program will focus on developing co-branded products that extend Sprinkles’ playful luxury into everyday lifestyle categories. Whether it's beauty products inspired by Sprinkles’ signature scents and flavors, home goods infused with its modern design, or kids and apparel brands leveraging the brand’s iconic colors and playful personality, Sprinkles offers partners an unmatched opportunity to stand out in the marketplace.

Next Steps

For more information about licensing opportunities with Sprinkles, please contact:

Shelly Marchetti

Founder, The LNAgency

shelly@thelnagency.com

About Sprinkles

Sprinkles offers premium cupcakes, cakes, and cookies that are baked fresh in small batches throughout the day and handcrafted with only the finest ingredients. Since opening its first bakery in Beverly Hills in 2005, Sprinkles has drawn long lines of loyal fans and celebrity endorsements, becoming a trailblazer in the modern dessert space. As passionate innovators, Sprinkles debuted the world’s first Cupcake ATM in 2012 and has since grown to over 70 bakeries and ATMs coast to coast. In 2021, the brand launched its first-ever line of gourmet chocolates inspired by its best-selling cupcake flavors, and in 2024, the brand created exclusive chocolate lines for major retailers Target and Walmart.

With its licensing program expansion, Sprinkles is extending its playful luxury into new lifestyle categories such as health and beauty, kids, home, and apparel, partnering with top-tier brands to bring its signature whimsy and sophistication to a broader audience. For more information and a list of locations, please visit www.sprinkles.com.

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